Before I tell you about how Harry’s Razors does branding right, let me give you some back story:
I went to Target a while ago to get shaving supplies. They were running a sale, but after looking over all the options and trying to get the best deal, I just couldn’t justify the cost of razors and cream. Sticker shock set in and I thought to myself, why is there only one “real” brand here? I have sensitive skin and the cheap options were not viable for me and honestly not that much cheaper anyway. I told Sam that there had to be a better way, and vowed to look it up at home. Lo and behold, I found it.
On doing some research I found a couple of companies. I had heard of Dollar Shave Club mainly from their hilarious commercial, but I had read some poor reviews and heard not so great testimonials from folks I knew. There was another company that was getting lots of buzz though. Harry’s was getting reviews and press in everything from tech blogs and design articles to men’s fashion and grooming magazines. They had an interesting story to tell, and as it turns out it was the same as mine. Expensive razors at a drug store convinced them to make a better solution.
Harry’s origin story resonated with me, their logo and branding were impeccable and I had seen them on design websites. Clever, classy and hip as opposed to testosterone addled and BS high tech. Their commitment to charity appealed to me, and the clear attention to detail that went into the design of the product impressed me. And of course, there’s the price. Even with all that time and energy spent designing a new product, manufacturing, marketing, and everything else, I would pay only a fraction of what the big brands cost. I decided that it can’t hurt to try, and put in my order. Just in time, apparently, as they went briefly out of stock on the handles two days later.
I loved Harry’s product, luckily, and I swore that it was superior to the more costly razors in the supermarket. Sam agreed. I used it happily for a couple of months before tragedy struck. I lost my razor somehow. Who does that? My bright orange razor was gone! I had to shave so I begrudgingly used the crappy old backup that cost four times as much. I was not impressed. I realized how much of a Harry’s convert I was and I decided to tweet about it. They responded right away, and in a very clever way. They must have someone who they keep on staff to do this. I exchanged a couple of tweets with them and I felt really good about it, so I started researching them and reading their Facebook and Twitter posts.
I was impressed yet again. These guys were doing it right. They made a very clever joke campaign about that handle outage that transformed it from a mistake to a marketing opportunity. Their posts were engaging and fun to read. I was also stricken by the fact that I was apparently an early adopter, as they’d only been around about a month when I put in my order. Now I felt that I was in some kind of club or I knew something other folks didn’t and I started advocating for them. I wrote my own Facebook and started talking to my friends about them more. They seemed less like a company and more like a relatable group of guys the more I learned about and interacted with them.
The Power of the Brand
That is the power of a good brand. A cohesive company vision and a message about why you do what you do. A visual identity that is recognizable and approachable. A style of communication that is fun, engaging, and real. All these things can draw a person in and make them feel good about forking over their dollars. If you’re really good, you can make them such big fans they will tell their friends to fork over their money too!
Speaking of which: check them out and give them a try. I think you’ll be impressed.
*disclaimer – That link is a referral link. As I said, I love them and I advocate for them!