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duck scarves

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Tapping Into Basic Desires to Find Your Angle.

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We buy stuff all the time. And where there are multiple brands selling the same thing, we make a choice. What makes us choose one brand over the other?

There's usually a reason at work. Sometimes, there are multiple reasons. To make people choose your brand, you have to first provide the reason at the most basic level.

These reasons stem from basic human desires. At a glance, they are:

  1. Survival. Longevity, health and well-being.
  2. Food. Flavour, quantity, and novelty. 
  3. Safety. Freedom from pain, fear and danger.
  4. Sexual companionship. Attracting the opposite sex and enhancing appeal.
  5. Comfortable living conditions. Convenience and ease.
  6. Status. Keeping up with other people and maintaining standards.
  7. Protection of loved ones. Children, parents, and partners.
  8. Social approval. Fitting in and not being ostracized. 

Some reasons are pretty hard for people admit to themselves. For example, nobody likes to outright admit that he or she buys something to seek social approval. Some are pretty obvious and general, like food and safety. 

I'm going to list down a few examples and the reasons they appeal to for their marketing. It's okay if you don't agree with any of them, because we may process the brand message differently.

  • La Juiceria: survival, food, status
  • Guarded residential areas: safety, status, protection of loved ones
  • Samsung phones: status, social approval

Now, identifying the angles doesn't mean that we diminish their actual quality. I'm not knocking these products, but merely listing down the reasons that they choose to emphasize.

After we have identified the basic desires/reasons for purchase that we want to emphasize, crafting the brand message should touch on these reasons. If you look at the promotional items used by the brands above, you'll find that they use words related to the reasons often.

I'm going to use dUCk scarves as an example. The description in the brand's Instagram bio reads:

"The new cool for scarves."

What do you think is the basic desire that it emphasizes?

My guess is status, which is reflected by other aspects of its branding. Scarves can be bought for RM 20, yet dUCk scarves sell for at least RM 120, making it a luxury brand as far as scarves go.

(Related blog post: 4 Things You Can Learn from dUCk Scarves About Branding)

Other descriptions used by dUCk scarves (found on their website) are:

  • "The premier destination for quality scarves."
  • "dUCk specialises in Premium Basics, a collection of plain scarves made from various luxe fabrics as well as Prints – limited edition designs for special collections from time to time."

Since it consistently and cohesively appeal to the "status" reason through its visual identity and marketing materials, people in its target market do view it as such. 

Identify the reason that your product is serving so that you use it as an angle and create an attractive brand message.


Read about strategies from other brands!

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4 Things You Can Learn From dUck Scarves About Branding

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If you're on Instagram, you might have run into dUCk scarves. Fast becoming a luxury brand for scarves in Malaysia, it has a loyal and engaged audience who never fail to respond to its posts on Instagram and partake in brand activities like arranging beautiful flat lays of their dUCk scarves. 

Who doesn't dream about this kind of brand loyalty? That's why I decided to write about four lessons you can learn from dUCk scarves that you can apply to your own brand. Even if you're not in the fashion industry, these lessons will guide you in making important brand decisions and replicate the same success.

By the way, don't you wish you can apply these lessons to build your own successful brand (personal or business)? Get more in-depth strategies in the 10 Days of Branding Strategies from dUCk scarves mini email course. Join for free!

(Click here for a full list of the strategies inside the mini email course!)

10 Branding Strategies from dUCk scarves

Imagine your customers being so crazy about your brand, that they'd take a day off from work just to buy your products.

Sign up for the mini email course now!

No spams. Pinky promise. Powered by ConvertKit
 

1. Find a voice to tell your brand story.

The voice isn't literally sounds you make from your vocal chords. It's how you present your brand identity through words. Just like how a public speaker has a certain manner of speaking, writing for your business must be coupled with style and personality.

Think about it. For the most part of social media, you have to have something to write about. Sure, a picture is worth a thousand words, but you want all of your followers to consistently get the same message. It's much easier to have a narrative.

For dUCk scarves, "D" serves as the brand's voice. She is a 20-something woman who loves her cat, juggles work and personal life, and enjoys spending time with her bestfriends. She tells the brand story, not dUCk's employees. Real or not, she's undoubtedly a cool character that dUCk fans can relate to.

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2. It's not just the logo. 

I find that people focus an inordinate amount of time and energy on logos when they're setting up their business. A logo is undoubtedly important, but it is hardly an experience for your customers. You can't put your logo on every single thing anyway.

A brand experience is made up of various consistent and complementary elements, like the colours you use and your packaging. Used together, they enhance your brand personality. If your brand is supposed to be premium, everything else must reflect that too!

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The dUCk scarves logo is sleek and modern. But is it the only thing that people remember? All together now: NOPE! From the sturdy and collectible box to the silver duck charm on each scarf, every detail screams premium.

 

3. The price point is part of branding.

Pricing is a huge factor in cultivating customer expectations. The idea that expensive equals to high quality is deeply ingrained in most people. Even if you yourself don't think that a product is of good quality just because it's expensive, you'd think twice about buying something that's too cheap to be true!

You can get a scarf for RM 20, yet dUCk scarves are selling for at least RM 120 apiece. AT LEAST. And still customers wait patiently minutes before release dates in front of their laptops to get their hands on one. 

Because most scarves are in the RM 20 - RM 60 price range, dUCk scarves has positioned itself uniquely in the upper tiers of the "affordable luxury" range. Its customers are mainly career women who buy the scarves as an investment for their wardrobe and as a reward for themselves. But it's not too affordable that they can buy all the colours in one go.

 

4. A brand needs a human touch.

It's human nature to prefer connecting with people than with... well, not people. A brand in its core is not a person. It can have a personality, but it's still not human. That's why luxury brands seek out celebrities and models to be the "face" of their brand. 

An example is Eva Mendes, the new face of Estee Lauder's New Dimension collection. She's a 41-year old actress who is down-to-earth and doesn't intimidate with her beauty. Her personality represents the values that Estee Lauder stand for and helps attract customers who admire these values. It's not the star factor alone.

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Eventhough there's D, the face of dUCk scarves is very much founder Vivy Yusof. She's ultra-fashionable, charms people with her funny hashtags and juggles motherhood and career in a refreshingly honest way. A lot of women want to be like her, fashion-wise and career-wise, so her personality plays a big role in attracting these women as customers. 

 

Want more of these lessons? I've extracted 10 strategies with clear steps that you can take to build a brand that stands as tall as dUCk scarves. Join the 10 Days of Branding Strategies from dUCk scarves MINI EMAIL COURSE for free!

Enter your email below to get the first strategy immediately in your inbox! Or if you want to know more about what you're going to get, click here for a full list of the strategies.

10 Branding Strategies from dUCk scarves

Imagine your customers being so crazy about your brand, that they'd take a day off from work just to buy your products.

Sign up for the mini email course now!

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Which lesson resonates the most with you?

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