There is a growing demand for products and services that offer more than just functionality, but a complete experience, which encompasses quality, exclusivity and, above all, sophistication. However, achieving these attributes is not a simple task.
In a saturated market, where competition is fierce, companies that want to stand out need to go beyond the superficial to create a true and lasting connection with their customers. Brands that dominate the market understand the need to position themselves not only as a product or service, but as symbols of authenticity.
According to Tatiana Mika, expert in brand positioning and founder of mentoring program “Sophisticated”, differentiation is intrinsically linked to the essence of the business.“Sophisticated brands are unique and overflow the essence of their founder or founder. For a brand to achieve a status of sophistication, it is essential that those who created or manage it find and value their own identity”, he explains.
The essence of sophistication
In the luxury market, the uniqueness of a brand is its greatest asset.Often, small entrepreneurs get lost trying to imitate competitors or follow trends without first understanding what really makes their company unique.“To sophistication, you need to find what makes you unique.This is the starting point for any brand that aspires to be not only recognized, but desired”, recommends Tatiana.
In addition, the search for sophistication involves a combination of legitimacy and strategy, an approach that, according to the expert, goes beyond appearances. “True sophistication is not measured by the price of an item, but by what generates value. In this sense, luxury does not need to be synonymous with ostentation, but rather must reflect quality, applied intelligence, attention to detail and respect for authenticity”.
The seven principles of sophistication
According to the expert, its mentoring program offers a structured path for those seeking to raise their business to a new level, ensuring that sophistication becomes a real and sustainable competitive advantage.
She recommends seven principles that can guide entrepreneurs - especially women, her main commitment as a mentor - to make their brands desirable:
Excellence: “It is not enough to offer quality, you need to be excellent in what you propose. Joining excellence to lightness makes customers fall in love with your brand and it becomes unforgettable.”
Relevance: “It is no use having a sophisticated business if it is not recognized in the market. Therefore, it is important to learn how to differentiate.”
Boldness: “Who escapes the sameness and dares to show their differential have a greater chance of standing out. To sophisticated, you have to find yourself. If finding means raising your self-esteem, otherwise you do not value what you do.”
Experience: “People can buy the same product or service in several places, but in few they can buy a real experience.These experiences turn customers into fans
Communication: “A sophisticated brand communicates clearly and engagingly, turning every point of contact with the customer into a memorable experience.This involves everything from product design to customer service and communication on social media
Five senses: “There are brands that provide a traditional shopping experience and there are those that connect with the emotional. Make your customer feel sensations with your product and service.”
Positioning: “For your company to sell well and to the right audience, it must be positioned in the right way. Understand your business well and who you want to reach, and align your values and strategies accordingly
