Dollar Shave Club is one of the best examples of a successful brand identity that is ubiquitous, from its packaging to its digital presence.  I’ve always been a huge fan of a beautiful rebrand.  However, what puts Dollar Shave Club (DSC) in a league of its own is that it was already beautiful, even at its start.

The idea alone was simple: solving an a relatable problem that’s shared by men and women everywhere, getting razors that aren’t ridiculously overpriced.  Quality generic alternatives shipped to your door for as little as $3.00 a month is a perfect example of product-market fit.  The founder and CEO, Michael Dubin recognized an age-old need and found a brilliant answer.

You may remember DSC’s head-turning launch video when it came out
in 2012 (https://www.youtube.com/watch?v=ZUG9qYTJMsI).  That video (now viewed almost 20 million times) spread across the nation like wildfire on social media and made a boring subject like shaving entertaining enough to share with a friend.  But how did such a young and clever brand become the 615 million dollar mogul it is today? Through a delightfully unique customer experience.

When I subscribed to its service, Dollar Shave Club sent me a friendly “welcome to the club” email and shipped a very well-branded box to my door including the following: the products, a playful “member card,” free samples and (my personal favorite) “The Bathroom Minutes,” a hilarious monthly lifestyle newsletter from the chairman with pun-filled quotes, trivia, club news, member spotlights and more.  I loved how humble the packaging was.  The exposed-cardboard box had very little ink on it and yet it had just enough to keep it tastefully stylish.  This only helped represent the brand’s “No BS” core attitude.

This extraordinarily inexpensive and straightforward method of delivery changed the industry.  It seems more and more brands are now mimicking DSC’s approach, probably because of how pleasurable it is to a consumer to (for once) not have a product trying to blind you in the eyes with hologram-y, foil-stamped, 84-color packaging.  No contracts, no hidden fees, a distinct culture and a lifestyle service that’s worth talking about?  That’s not something you witness everyday.

Over 50,000 people a month refer a friend to the club, according to Dubin in a recent interview with CNBC.  That kind of number gets me giddy for advertising.  To be able to elevate your brand high enough that people do the advertising for you?  That’s more efficient and cost-effective than any other brand / media strategy that I can think of…

Stay true,
Dan

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