The 5 Luxury Codes Behind Building a Luxury Personal Brand
Discover the five luxury branding codes—frequency, taste, myth, aesthetic, and resonance—to create a magnetic personal brand that sets the standard.
Welcome to The Business of Luxury — where we don’t do beige branding advice or pretend your genius fits inside a content calendar.
Around here, your work isn’t just a service. It’s a sensation. A head-turning presence that enters the room before you do.
Let’s clear something up, because too many personal brands are out here playing dress-up in the name of “luxury.”
Luxury ≠ following the luxury crowd to be luxury
It’s not your word salad About page. It’s not your “post three times a day, even if I’m dying” routine. And it’s definitely not your pixel-perfect IG grid curated for approval.
Luxury personal brands make people feel. They don’t perform, they pull.
Long before anyone buys, they’re already under your spell.
This briefing breaks down the five codes behind a luxury personal brand — Frequency, Taste, Myth, Aesthetic, and Resonance — so you can stop shouting and start signalling.
Because when your name becomes the signal? You don’t chase relevance.
You define it.
Let’s begin.
The 5 Codes of Luxury Personal Branding
Most personal brands are out here performing CPR on their posts—gasping for likes, praying for shares, and dancing for algorithm crumbs.
Or worse… convincing people to buy on discovering calls.
But luxury brands? Darling, they don’t perform. They preside 💁🏼♀️
They don’t shout to be seen—they shift the temperature of the room with a glance. Every touchpoint—the scent of your copy, the texture of your visuals, the weight of your words—whispers “You’re not just watching, you’re entering a new reality.”
This isn’t about being seen more. It’s about being felt more deeply.
If you’ve outgrown your brand—if the outside doesn’t match the force you know you carry—this is your recalibration moment.
Stop feeding the feed. Start building gravity.
Because luxury doesn’t hustle for relevance. It holds its own orbit.
And that’s exactly what your personal brand can do.
1. Frequency — You Are the Standard Now
(You always were. You just got distracted.)
When someone skims your bio, lands on your sales page, or glimpses your brand for 0.3 seconds—do they feel you?
That feeling? That’s your frequency.
It’s not in the font. It’s in the force.
In the world of luxury branding, frequency does the heavy lifting. It doesn’t scream. It shifts the atmosphere. It’s the hush that falls when something—or someone—important enters the room.
It’s what the spiritually inclined and Gen Z alike call “aura.”
Your job? To calibrate that energy so clearly that before you open your mouth, your brand says:
“I’m not trying to win you over. I already won.”
And yes, that’s hard as hell when you’ve been trained to dilute, dim, and downplay your edges.
And darling—icons aren’t created in Canva.
They’re revealed when you stop editing your essence.
Most personal brands run on volume—post more, shout louder, hustle harder.
But luxury personal brands?
They run on vibration (that’s frequency, baby!)
They don’t fight for attention—they shift the algorithm of the soul.
Because while the masses beg “Pick me!”, luxury whispers: “I’m here when you’re ready.” And ready they will be because you have leaned back. But only if your frequency matches your positioning, your pricing, and your presence.
No post can fake that.
Look at Loro Piana: no hashtags, no hype, no theatrics—just a masterclass in restraint. Their silence speaks fluency in wealth, status, and substance. The frequency?
Stillness. Power. Precision.
You don’t need to be everywhere. You just need to be undeniable.
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Taste — Curate Your Lens
Luxury isn’t about more. It’s about saying no—with devastating style.
Your taste is the invisible architecture of your brand. It’s not just what you post—it’s what you refuse to.
It’s what you edit out. What you won’t explain. What you’ll defend like a stubborn three-year-old in a tiara: “Because I said so.”
In the luxury world, taste is a trust signal. It whispers:
“You’re safe here. I know what I’m doing.”
When someone enters your orbit—whether it’s your website, your newsletter, or the way you sign off an email—they’re not just thinking, “Can you help me?”
They’re asking:
“Do I trust your eye? Your choices? Your instincts?”
And more importantly:
“Will your brand still feel good when I look at it in five years—or will it age like avocado?”
That’s why most personal brands feel… tired.
Too much. Too messy. Too desperate to keep up.
But a luxury personal brand?
It’s edited like a couture collection. Every piece earns its place. Every phrase has a purpose. Nothing is filler. Nothing is flung in for reach.
You don’t need 47 content pillars.
You need a point of view so sharp it leaves an aftertaste.
Look at Savette—a masterclass in modern restraint. No gimmicks. No seasonal chasing. Just heirloom energy in every choice. Their aesthetic isn’t loud, but it’s unmistakably them. It feels older than the brand itself. That’s the power of congruent taste: timelessness on tap.
And when your taste becomes a signature?
You stop trying to get picked. You become the one they reference in case studies.
The moodboard. The blueprint. The original they all wish they were.
Myth — Tell the Truth, Beautifully
Every luxury personal brand runs on myth.
Not your bio. Not the résumé rundown. Not the “I overcame XYZ and now I help people…” formula we’ve seen stitched into every sales page from here to the algorithm graveyard 🪦
A myth.
Because facts don’t create desire. Narrative does.
Your myth is the emotional undercurrent of your brand.
Not just what happened, but what it meant.
The ache, the shift, the moment you decided: F this. Never again. Always this. Let’s begin.
Take a second to remember that moment.
You’re not just a coach, consultant, expert, creative, or founder.
You’re a symbol. A story. A myth.
A living invitation into a new way of being.
Ask yourself this:
What do you represent—without having to explain it?
What truth lives beneath the tagline?
Luxury brands don’t dump data. They evoke.
They build entire worlds. And every world begins with a myth.
Look at Bode.
A luxury fashion house spun from memory, craftsmanship, and the poetry of the past. Their About page reads like a love letter to forgotten time, and yet? You feel like it’s your story too. Coastal grandma before TikTok named it.
That’s myth. That’s resonance without explanation.
Nostalgia wrapped in fabric, stitched with meaning.
→ Read it here and prepare to be transported.
Your myth doesn’t have to be dramatic. But it does need to be true. And exquisitely told.
Ask yourself:
What cracked you open?
What do you know in your bones that no one else can teach like you?
What happens when people enter your orbit?
Then tell that story. And build a brand worthy of it.
Aesthetic — Design the Feeling
Luxury doesn’t look expensive. It feels inevitable.
That’s the job of your aesthetic—not to impress, but to immerse. To wrap someone in a world so sensual, so intentional, so you, they don’t just scroll—they stay.
Because here’s the truth:
People decide how valuable you are before they read a single word.
Not because they’re shallow. Because they’re human. Your aesthetic speaks on your behalf. It tells the story before the story.
It signals: This is not business as usual.
And no, this doesn’t mean beige grids, gold fonts, or faux-minimalism from a template shop. It means alignment.
Every photo. Every font. Every flourish. Every space you choose not to fill.
It all stacks into a sensory signature that says:
“You’re in the presence of discernment.”
Look at Flamingo Estate.
(Yes, I’m obsessed. Cowboys and candles, yes ma’am!)
Their aesthetic doesn’t just sell soap—it sells a lifestyle of decadent pleasure, reverence for nature, and wildly seductive rebellion.
You’re not just buying a candle. You’re buying the fantasy of living in their world.
And that’s what your aesthetic must do. Create a feeling they crave—and can’t find anywhere else.
Jacquemus is the perfect case study for creating worlds →
So… what’s the feeling your brand wraps them in?
Opulence? Mystery? Stillness? Ecstasy?
Design that.
And let your visuals become the invitation.
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Resonance — Say What They Can’t (Yet)
Luxury personal brands don’t just speak clearly. They speak deeply. They say the thing their audience can’t yet articulate—but feels in their bones.
And when you say it? You don’t just get noticed. You get remembered.
That’s resonance.
It’s not about clever copy or “nailing your voice.” It’s about emotional fluency. Knowing your people so well that your words sound like relief.
You’re not just writing content.
You’re holding a mirror up to their unspoken ache… and saying,
“I see it. I name it. And I built this for you.”
It’s the difference between a brand that preaches from a podium—and one that reaches across the table and pours the wine.
Consider Flamingo Estate again (yes, we’re obsessed): Their copy doesn’t shout. It seduces. It paints with scent and memory.
You don’t just buy a product. You feel seen by it.
And that’s the secret: Luxury brands don’t sell solutions.
They sell self-recognition.
So ask yourself:
What are your people secretly struggling to name?
What truths have they been aching to hear?
What emotion do they finally exhale when they land on your page?
Then say that.
Beautifully. Boldly. Without flinching.
And suddenly… you’re not marketing. You’re mirroring.
Final Word — You’re Not Building a Brand. You’re Building a Reality.
A luxury personal brand isn’t your logo. It’s not your tagline.And it’s definitely not the Insta-perfect grid you forced yourself to post while questioning your entire existence.
It’s a world.
One so compelling, people rearrange their lives (and their finances) to step inside.
Because real luxury isn’t what you show. It’s what they feel.
And here’s the truth they don’t tell you: You don’t build a brand like this. You become it.
The five codes—Frequency, Taste, Myth, Aesthetic, and Resonance—aren’t a checklist. They’re calibrations. They evolve as you evolve. They deepen as you claim more space.
And when they align? You don’t hustle for clients. You hold a standard they rise to meet.
✨ Your brand starts filtering your audience for you.
✨ Your offers feel inevitable—like a natural next step, not a sales pitch.
✨ Your name becomes the signal. It travels into rooms your feet haven’t yet touched.
Because you’re no longer trying to be chosen. You’ve become the one who chooses.
And that’s what happens when you stop performing—and start presiding 💁🏼♀️
Your Move
Pick one of the luxury codes—Frequency, Taste, Myth, Aesthetic, or Resonance—and elevate just one detail today.
Rewrite your bio so it actually sounds like someone you’d trust with your money.
Swap a photo that’s “fine” for one that gives main character energy.
Delete the offer that drains you. Watch your power return.
Post something that makes your dream client gasp and whisper, “How did they know?”
This isn’t about a rebrand. It’s a recalibration.
Luxury is built in subtle shifts. Quiet refusals. Bold refinements.
So don’t overhaul everything. Just move one degree closer to the version of you who sets the standard.
This article first appeared on my blog. Reworked and issued on Substack for those wanting to read in-app 🤍
Masterclass post
A good read! @Carolynne Alexander what advice would you give to an apparel brand that uses profits to fund R&D projects? We’d like to be in the luxury price range and could use good advice.