Borderfree is another nomination for the LOL Luxury Brand of the Year because it helps us to define the essence of a luxury in a unique way. Borderfree helps USA retailers potentially reach 2 billion foreign consumers by managing retail logistics including customs, shipping and returns hassle-free for retailers and consumers. According to Borderfree, “50% of consumers say they will pay more for a better customer experience”. And, that PREMIUM (Added Value) is what makes it a luxury brand.
When a foreign consumer shops on the websites of participating retailers, the site is translated into 60 languages and currencies. Duty, taxes and shipping costs are automatically calculated based on the shipping destination, and paid for upon checkout by the consumer. Some of Borderfree’s clients include Barney’s New York, Neiman Marcus, Saks Fifth Avenue, and Bloomingdales.
They also offer foreign consumers a USA shipping address where Borderfree repackages USA goods purchased from any number of USA online stores, like Amazon, and then ships the combined merchandise efficiently to reduce shipping costs to the consumer.
Now, from a branding perspective, how do you distill and convey this extraordinary promise of value in a brand name and a logo and the messaging on their website? These are the cornerstones of our job as brand strategists for the luxury real estate industry.
Take a close look at the logo. The “B” has no borders. The four corners are triangles pointing in all directions. The brand name says it all. Once you hear it once you will easily remember it because it names the entire value proposition with just a few letters. The very character spacing of B O R D E R F R E E communicates the freeing up of previously closed markets, an untapped reservoir of consumers for retailers and also the hassle-free user experience for which consumers are willing to pay a PREMIUM.
Check out Borderfree.com. Notice the economy of words and images they use to explain their extraordinary promise of value. It is all distilled again in their three-word slogan: “Going Global. Simplified”.
Written by Ron & Alexandra Seigel-
ABOUT: Napa Consultants, International is the leader in brand strategy for the luxury real estate industry. They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.
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