Abberley Luxury Yachts is a very successful, young and ambitious business in the UK. As yachting aficionados with a serious taste for travelling the globe they’ve very successfully made those combined passions their business as a full-service luxury yachting company. In fact, most of the team are veritable world-citizens having lived and travelled to so many different locations.
With a well-developed taste for only the most select luxury and an eye for hidden gems coupled with refined exclusivity, they’re exceedingly well positioned to serve their very discerning high net worth clientele. They excel in creating unique, tailor-made, one-off, pampered luxury yachting adventures where the only limit is literally your imagination — be it for friends, family or favoured clients.
They’re also masters in yacht management, build and sales so if your preference is a superyacht purchase, motor or sail, they have every little detail covered making the whole journey from initial thoughts to final delivery a thoroughly pleasurable experience.
When we first engaged with the Abberley Luxury Yachts team one of their main challenges was carving a stronger stand out place for themselves in the market and getting their message, as a brand, much more strongly projected, heard and engaged — without adding to the collective noise — so it attracted and retained the attention of more of their ideal clients, particularly online. In short, increased stand out differentiation, visibility, credibility, likability and trust underpinned by a strong brand strategy to increase sales and profits.
Like most businesses, Abberley has a plethora of strong competitors vying for the attention of this very exclusive and relatively small pool of clients. To put this into context, chartering and superyacht purchase is really for the top 1% in the world so the brand is engaging a super-affluent client (typically minimum $30M plus net worth) as well as those in the affluent ($10M net worth) and upper-middle-class sectors.
A combination of multi-millionaires and billionaires who are either new to yachting or old time experienced yachties — all are very discerning. In short, this audience is one that can pretty much purchase whatever takes their fancy so many are not motivated by acquisition (because they already have it if they want it) but more so about unique, unforgettably amazing experiences — and this is where Abberley Luxury Yachts excels.
People choose brands that they believe are different from others, provided that difference is emotionally meaningful to them. Offering a brand experience that is meaningfully different builds brand value, either by enabling it to command a price premium, or to capture a higher proportion of sales through a larger market share.
For a brand to be seen as meaningfully different it must offer something its competitors perceivably do not, and that offer must emotionally resonate with clients. This is most likely to happen when a business is clear about the purpose and mission of the brand, and the brand consistently delivers its differentiated experience in its promise.
Our focus was to provide the brand direction and strategy together with the implementation where needed, ongoing mentoring, brand induction and support so that Abberley Luxury Yachts as a brand, became more empowered to excel where it mattered most to its clients, online and off. Because branding is NOT marketing or design but the bedrock strategy supporting and directing your whole business this was our starting point to re-evaluate the brand through a bespoke in-house brand building intensive.
The outputs from this process, mapping and codifying the brand, then provided all the direction for the design, marketing and communications strategy, both online and off. The brand strategy was also informed by the outputs generated from a brand audit, competitive analysis and market research.
Abberley Luxury Yachts improved its performance throughout the business, became empowered to make much faster, more informed decisions because they have a stronger brand strategy which has provided a clear growth road map for the business. Every team member also has a much stronger sense of their role as brand champions and how they collectively and individually leverage the brand to its full potential with increased sales reflecting their growing success.
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