Creating a Strong Brand: How Ladurée Did It
Almost every day for the past month, as we walk to and from the Peak office on Robson Street in Vancouver, we are greeted by long line ups of people excitedly waiting to get a taste of our newest neighbor, Ladurée Paris. This is not new to us Robson Street dwellers, as we have also recently witnessed the overnight Tesla line ups as well as the many line ups for Kanye West shoes. But, never have we seen it for a month straight. So, what makes Ladurée so appealing that people are willing to wait for hours day after day?
Consider these four reasons:
It starts with a story
It all starts with a strong story: one which not only shares the vision of the brand but is relatable to the audience. This is followed by a commitment to maintain and enhance that story with all other public relations efforts. The Ladurée brand story is intertwined with Parisian history and refinement, and through that story they invite the audience into their world of French luxury and elegance.
The ‘je ne sais quoi’ factor
An important question to ask once the story is defined is, “what makes your product more unique than similar products also on the market?” Ladurée has been able to differentiate themselves through the idea of authenticity, elegance and sophistication, and by being an active part of the definition of Parisian haute couture over the years through partnerships with high fashion houses and like-minded celebrities.
Old world meets new world
For any brand to be strong, it must be an important part of modern culture while still holding true to its own story and uniqueness. This is done in different ways, but most commonly through celebrity endorsement, social media, word of mouth reviews and of course, PR. From a brief sweep of the 20+ official Ladurée Instagram accounts, it is apparent that they have managed to keep the old French sophistication at the forefront, while still being culturally relevant – from creating decadent macarons based on Disney’s Frozen, to featuring celebrities such as Pharrell and Blake Lively, to partnering with Vogue magazine.
Ladurée is also the first of its kind to open in Canada, and with its choice to be on Robson Street, a street known for having high class designer shops and restaurants, it is also culturally positioning itself in Canada as being more than just another macaron shop, but a standalone designer store.
Personality always wins
The product has to appeal to their target audience and allow them to be drawn into the world the brand has created. At this point three questions must be answered – Is the brand appealing? Will I purchase it? And if so, why? In addition to a strong product, Ladurée has surpassed all expectations on this by answering all three questions. Ladurée has created an experience that is not only appealing to a wide range of people, but is an experience people are willing to pay money for in order to gain something they cannot get anywhere else. Macarons can be bought in many places, but curated Parisian culture and art cannot.
From the pretty pastels, fine china and floral patterns to the visually appealing deserts, the brand has curated a story that the public wants to not only buy into, but to share with their friends and on social media. As a result, Ladurée and other brands with similar buzz are not only accessible, but they create an experience worth coming back to, again and again.