What it takes to become a tasteful premium brand [Expert Interview]

Standing out as a premium brand in today’s crowded e-commerce landscape isn’t just about having a great product or flashy design. It’s about building trust, creating lasting connections, and delivering real value to your customers. Laura Robinson, Founder of Web and Flo, joined me on the latest episode of Click to Buy to share her insights on how brands can elevate their identity and stand out for all the right reasons. With over seven years of experience creating high-performing Shopify stores, Laura brings a perfect mix of design expertise and strategic thinking. Here are the key takeaways from our conversation.

Episode 37: Building a tasteful, premium DTC brand

To hear the full episode, catch it on Spotify or watch the video version on YouTube.

Here are the highlights of our conversation:

Why Discounts aren’t the answer

Too many brands fall into the trap of heavy discounting, especially during slower sales periods. Laura explains that while discounts might bring a quick revenue boost, they can harm your brand’s long-term positioning.

“I think it comes down to the fact that people panic over their short-term numbers,” says Laura. “If you haven’t got much experience in the game, it’s easy to think, ‘Let’s drop the prices because it works,’ but it’s a knee-jerk reaction. You’re training your customers to expect discounts instead of focusing on customer lifetime value and profitability over time.”

Instead of discounts, Laura advises brands to focus on strategies that communicate value and build loyalty:

1. Create starter packs for new customers: Bundle your best-selling products and offer free delivery to showcase value while maintaining margins.
   
   

2. Reward loyal customers with perks: Think points programs, VIP experiences, or free gifts.

As Laura puts it, “Focus on value adds rather than taking away.”

The power of community in building a premium brand

Laura believes that building a strong community around your brand is crucial for premium positioning. It’s no longer enough to have a great product; you need to create a sense of belonging.

“We buy from people,” she explains. “With so much competition, the brands I’m seeing have mega success are the ones creating fans. It’s about building something that’s longer-lasting and premium. If it’s just about the product, people see through that.”

She highlights an example of a coffee shop with a walking club and running club, showing how brands can offer more than just products. These efforts create loyal fans who feel connected to something greater than the product itself.

Community also opens up opportunities for direct customer feedback. Laura mentioned a UK-based beauty brand that uses WhatsApp to learn from its customers in real-time.

“It’s like having a focus group on at all times,” she says. “You’re learning so quickly about what they want instead of guessing.”

Design that speaks premium

Design and imagery play a pivotal role in building trust and premium positioning. Laura emphasizes the importance of storytelling through visuals:

“Products on their own feel flat. Show your product in use, create before-and-after shots, or present it in different scenarios. Imagery conveys a thousand words, and thoughtful visuals can make your product feel premium.”

For brands on a budget, Laura suggests leveraging tools like Shopify’s built-in AI features to edit backgrounds or create cohesive imagery. She also shares a critical tip: maintain uniformity across your product images.

“Small details like ensuring all your images are the same size can make the difference between looking premium and looking unpolished. If your site looks scrappy, customers won’t trust your product.”

Infusing values into every touchpoint

Your brand’s values shouldn’t live solely on the “About” page. Laura advises weaving them into every customer touchpoint, from banners to checkout pages.

“Think about your site as an entire journey,” Laura says. “Your homepage might highlight company values, while your product pages show behind-the-scenes videos or icons that explain the benefits of your product. Even at checkout, you can highlight that a portion of proceeds goes to charity. It’s about embedding your values into the full customer experience.”

The role of video in modern e-commerce

Laura’s click-worthy tip for merchants? Embrace video.

“Customers are getting more used to shopping on social platforms, and they expect that experience on your website. Start small with something like GIFs from existing imagery, and as you grow, invest in polished videos to showcase your products. Videos are what people expect now to make buying decisions.”

Final thoughts

Building a premium, tasteful brand is no small feat. As Laura explains, it’s about more than just beautiful design—it’s about creating lasting connections with your audience, offering real value, and maintaining trust through every customer interaction. Whether it’s through intentional design, fostering community, or telling a compelling story, these are the elements that set premium brands apart.

If you want to dive deeper into Laura’s insights, connect with her on LinkedIn or follow her work on Instagram at @web.and.flow. And don’t forget to subscribe to Click to Buy for more expert advice on building a standout Shopify store.