Depends on what type of client you want to work with in the scope of the luxury market. It can include: - Brand association: who are you associated with - Brand reputation: are you known or not? Do you have a track record of excellence? - Exclusivity: can anyone have you? Or only a select few? - Personalised: Is it one size fits all or all customised to each client - Brand voice: are you speaking the language of luxury clients? There's more but that's the gist of what will lay the foundations.