Let’s play a game.  In the next seven seconds, think of everything you can that is plaid.

Think.

Think-o.

Thinkity think.

Think.

Okay, done.  How’d you do?  We came up with four things.  A farmer’s flannel plaid shirt.  A Catholic school jumper.  A Scottish bagpipe dude’s kilt.  And a Burberry scarf.

Now, so it’s possible that your list was a little more extensive, but chances are, it was pretty close to ours.  If you think of all the plaid things out there, you are going to come up with a collection of clothing items that are worn by average folks…and Burberry items.  If you line up Farmer Bob, a Catholic schoolgirl, Clyde MacNeil the bagpiper, and an affluent businesswoman sporting a $1400 Burberry trench coat, at the end of the day, they are all wearing just about the same pattern on their clothes.

So in a world where plaid is commonplace, how does Burberry stand out as a luxury brand?

Well, the fact that they are an older company and have years of tradition behind them doesn’t hurt.  And it’s also helpful that their company name sounds deliciously rich.  (The real test of this, by the way, is to say it with a British accent.  Go ahead, bust out your best Hugh Grant or Kate Beckinsale accent and say it.  Buhhhhberry.)

Okay, but seriously, a lot of it has to do with the fact that they have marketed themselves strategically to appeal to the prestigious and well-to-do.  They have used superior materials and developed high quality products, and they sell these products for a lot of money.  The high price tag attracts consumers who have money.  And when the rich and famous walk around with Burberry handbags and accessories, it furthers our perception of the brand as elite and luxurious.

It’s a pretty good deal for them.  And although putting together an image like Burberry’s might be a little out of the realm of possibility for a small, local business, it is possible to be the luxury choice in whatever field you are in.  It’s just a matter of deciding that you want to cater to that target market and then taking the right pricing and marketing steps from there.

Of course, regardless of whether you want to be the Burberry or the Walmart of your particular industry, the most important thing to remember from a print and promotional items standpoint is consistency.  Burberry has told a consistent marketing story that has resulted in a solid, prestigious brand that we all recognize.  See what you can do to separate your brand from the rest.

Yes, Farmer Bob, that includes you.