How to Create Obsession Without Algorithms
Why your next level brand doesn’t need another overpriced font pack, a beige Pinterest mood board, or shouting into the Instagram abyss—it needs you: audacious, unapologetic, and done performing.
Hey you, welcome to The Business of Luxury… especially if you’re new around here 👋🏼
Around these parts, we don’t do basic branding advice. We talk about how to make your work feel like a luxury spa, even if you’re still building from your couch.
Let’s be honest…. You’ve always known you were meant to play in a different league.
Not louder. Not shinier. Just bolder, deeper, more you.
This isn't about building another pretty brand—it’s about stepping into the kind of presence that makes people lean in and say, "I don’t know what it is about you, but I want in."
Most people think building a luxury brand starts with fonts, logos, and a perfect Pinterest board. But you’re not here to play that game, you’re here to create something iconic (ok, you can have a Pinterest board!). The kind of brand that moves people without chasing trends, tweaking for algorithms, or apologising for its own fricken power.
The real problem? Most of the advice out there keeps you stuck polishing the surface. (ahem, make the logo bigger) It's tempting to keep tweaking fonts and colour palettes, fixating on how you look instead of who you are. And if you're honest, you're probably tired of doing all the "right things" according to the Gurus and still feeling invisible to the high-end clients you know should be lining up for you.
Cos look, you’ve got the testimonials, you’ve got your process nailed, you’re operating at a standard that almost intimidates you… but you’re still waiting to do your most daring work with your boldest clients.
I’m here to flip that. I work with bold and daring service providers like you realise something game-changing: you are the luxury. You don’t have to build it. You are it. And when you embody that energy, clients and fans become magnetised to you—the kind who slam down their credit card before you’ve even finished your pitch.
So if you’re ready to stop playing small, stop diluting your power, and start creating the kind of personal brand that feels inevitable to your dream clients… this is for you.
Because once you stop editing your value, the world starts rearranging itself to meet you.
Why True Luxury Laughs at Your Logo and Font Obsession
Luxury branding isn’t built on what you show—it’s built on what you radiate.
We’ve been brainwashed to think luxury starts with a gold logo and a serif font (we’ve all been there!). But real ones know: that’s surface-level fluff. The most iconic personal brands don’t scream expensive—they vibrate “this is who I am” with unapologetic swag. They walk into the room and you feel them before they speak. That’s the stuff that makes people obsessed before they even know why.
Forget the polished visuals for a second. Think about the brands that live rent-free in your mind. Chances are, it’s not their logo you remember first, it’s the feeling they gave you. That quiet authority. That undeniable, elevated aura. That’s what makes a brand feel inevitable, that “OMG, I want that” energy. Real luxury branding doesn’t 1try to look expensive. It simply is. And it starts the moment you stop trying to perform and start showing up as you, fully and unapologetically.
If you’re trapped tweaking logos or tweaking copy to “look” high-end or even refreshed your messaging, here’s your real job: shift inward first. Anchor yourself in the certainty that you’re already enough, with or without the external clients and accolades. External polish follows internal truth. That’s how luxury brands become legendary. And it’s how you become unforgettable, without chasing trends or tweaking for algorithms.
When you realise luxury is about being, not building, you become the brand your dream clients can’t stop thinking about.
Think about it like this (and I have this on my bathroom mirror) “Frequency & Status, not Effort“.
You Are the Asset: The Mindset Shift That Changes Everything (Yes, Even Your Rates)
You’re not building a brand, you are the brand.
“Honestly? It took me forever to stop watering myself down and actually own this. Like, YEARS.” — a client, sick of shrinking her genius to fit someone else’s comfort zone.
Most people get stuck thinking luxury is something you slap on: a vibe, a look, a price tag, an IG filter. But the most magnetic luxury brands aren’t performing wealth, opulence, inspiration, exclusivity. They are living proof of those values. When you see yourself as the ultimate asset, your brand shifts from “look at me” to “of course it’s me.” It’s a quiet confidence that can’t be faked, and it’s what high-net-worth clients instantly recognise and trust.
If you're truly living your values, this won’t feel like a stretch, it’ll feel like breathing.
Luxury is felt at a subconscious level. When you embody your value without apologising, it taps into something primal: certainty. Certainty is rare. Certainty is irresistible.
Here’s the shift: stop obsessing over “what will make people see me as luxury” and start asking “what would I do if I already were?” Speak like it. Move like it. Price like it. The identity creates the experience, not the other way around.
One tiny example: raise your baseline. If you only accept excellence from yourself, excellence is what others expect from you too. It’s contagious and people naturally rise when they feel it.
When you fully recognise yourself as luxury, you stop chasing validation, and you start creating obsession.
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Emotional Branding: How to Create Desire Without Algorithms
Desire isn’t logical. It’s deeply primal and emotional.
When it comes to luxury, people don’t make spreadsheets weighing the pros and cons.
That’s premium, remember?
They feel something they can’t explain… and they want it. That’s the secret. True luxury branding doesn’t rely on flashy ads or complicated funnels. It uses emotional triggers—belonging, aspiration, significance—to quietly anchor itself inside someone’s mind.
Emotional branding is what makes a brand feel inevitable instead of optional.
Eugene Schwartz (copywriting legend) says you cannot create desire, you can only tap into it. True luxury branding is about recognising the fire that’s already burning inside your boldest client and pouring gasoline on it. It’s not about creating a need, it’s about awakening a want they already secretly nurture. The desire to become more is one of the most powerful forces we have.
According to Maslow, self-actualisation isn’t just some philosophical ideal—it’s what happens when you stop playing small and start owning the full, juicy expression of your genius.
The real Psychology behind it
When you connect with someone’s identity (who they believe they are—or who they want to become), you create instant resonance. Brands that master this feel personal, almost like destiny.
You’re not pushing; you’re mirroring a truth they already feel but haven’t named yet.
Here’s the method: Stop listing features. Start telling the deeper story. What does your brand mean to someone’s self-concept/expression?
For example, if you’re a luxury performance coach, you’re not selling “sessions”, you’re selling the feeling of being unstoppable. Paint that picture. Make them feel it before they ever pay you a dollar.
When you master emotional branding, you don’t just sell, you seduce. And algorithms? You won’t even need them. Your brand will move through whispers, invitations, and word of mouth. You’ll build a deeper, more loyal (and hungry!) audience, even if it’s tiny. And when that happens, demand doesn’t just grow, it explodes… along with profit! 💁🏼♀️
How to Attract High-End Clients Without Playing the Pick-Me Game 🙋🏼♀️
Once you’ve embodied your value, the next step is to let it speak for itself.
High-end clients don’t buy because you convince them. They buy because they sense your certainty, without you ever needing to say a word.
The secret? Subtlety. In the luxury world, confidence whispers, it doesn’t shout. It’s in the way you set your prices without apology. In how you curate who you work with. In how you hold your standards with quiet, magnetic authority.
Raise your standards, not your voice.
Be ruthless about boundaries. No working weekends or picking up DMs out of hours.
Don’t say yes to misaligned projects. Trust your gut. If a project makes you hesitate or drains your energy just thinking about it, that’s your sign. Say no with grace and move on.
Don’t over-explain your pricing. Give them the number, the terms, and hold the energy that says, “Of course it’s worth it.” Pricing is a signal, not a debate.
A subtle shift like removing “I hope that’s okay” from your proposals already elevates your perceived value. High-end clients don’t buy desperation. They buy decisiveness.
When you move with unwavering self-trust, you naturally attract clients who aren’t looking for the cheapest or the most features, they’re looking for the right choice.
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Now… let’s get back to it…
Crafting a Brand That Feels Inevitable
The strongest luxury brands don’t feel like choices. They feel like destiny.
When you craft a brand that feels inevitable, you eliminate competition without even trying.
It’s not about shouting the loudest or chasing attention, it’s about cultivating such a specific, magnetic identity that for the right client, you’re the only answer. It’s the difference between “should I pay you?” and “how fast can I pay you!?” That’s when obsession is born, not because you pushed harder, but because you stood so clearly in your own power.
Here’s the science…
Psychologically, inevitability taps into a deep human craving for certainty and status. When something feels inevitable, it feels safer to commit. It feels like a winning move, almost spiritual rather than intellectual. Luxury personal brands that understand this create experiences that feel exclusive yet inviting, aspirational yet accessible.
2How to create inevitability: your brand should feel like a single, seamless experience… no friction, no word salads, no "wait, what?" moments. Every interaction, from the feel of your proposals to the vibe of your onboarding emails, should carry the same story, same energy, same unapologetic standard. When a client moves through your world, it should feel intuitive, elevated, and effortless. Because the moment something feels jarring or inconsistent, their subconscious goes, "Something's off."
And just like that, your next favourite client is already vibing with someone else who nailed the follow-through.
When your brand feels inevitable, your dream clients don’t need convincing, they feel called. It’s less about making a decision and more about answering something that feels divinely timed, like a soul-level yes.
FAQs
Isn’t luxury just about charging high prices?
Not even close. Luxury isn’t a number, it’s an energy, an experience, and YOUR standards. High prices without true resonance, identity, and emotional connection will feel hollow (and repel the very clients you want). True luxury is when your value is felt before a price tag is even discussed.
I feel weird raising my prices. What should I do?
That’s not a pricing problem. That’s inner work. Pricing is simply a mirror for how deeply you believe in your value. When you raise your internal standard, your external pricing naturally follows—without guilt, apology, or fear.
I feel wobbly saying my pricing out loud. Help!
Wobbly pricing energy is a flashing neon sign to your subconscious. Again, it’s inner work. Saying your pricing with grounded certainty doesn’t come from rehearsing scripts—it comes from believing, at a soul level, that what you offer is a life-changing upgrade. Confidence at the checkout begins with confidence in your core.
What if I’m scared no one will pay my higher prices?
That’s not a market problem. It’s a mismatch between your energy and your belief. Your clients calibrate to the level you hold for yourself. When you embody luxury, you don’t chase validation—you set the standard. And the right people rise to meet it.
I feel like I’m “too much” for some people. Should I tone it down?
Hell no!! Never dilute. Luxury isn’t for everyone, and that’s the point. You’re not here to fit into mass market expectations. You’re here to move the right people, at the right frequency. The more you own your full power, the more magnetic you become to those already searching for exactly you.
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This article first appeared on my blog. Reworked and issued on Substack for those wanting to read in-app 🤍
Ban the word “try” from your vocab. Seriously. You’re not trying, you’re MFing DOING it, right?!
Take an afternoon and go through your ecosystem as if you’re a new client. Trust me on this!
Obsessed with this post. Focus on the uniqueness of YOU and what YOU bring to the table because, IMO, people are starved for authentic connection today but are scared to show up as themselves for a variety of reasons. I hit "save" on this post to digest, remind, inspire and recalibrate myself when I shift away from my core.
Thank goodness I read your post because I whole heartedly agree with your thinking and people were criticising us for our logo busyness, font, coloring and business name entirely.