Origins #25 — Commitment to quality
Actions speak louder than words.
In this series we are documenting the journey of building DULO, starting from Day 1. Every week we publish a new chapter that takes you behind the scenes of our process. With every article, we want to provide value to you, the reader. We share the success and failures, the opportunities and the challenges that we face while executing our vision.
If you are new, check out our previous post.
Previously, we explained our reasoning to shift gears a bit and focus on increasing the quality of our content, while potentially decreasing the quantity. Following this realignment, we acted quickly, addressing several issues at the same time, mainly: new gear, new graphics, better product pictures.
First, we spend some time researching how we can improve the quality of our production. To be honest, a smartphone is enough for making videos. The same goes for recording podcasts — we’ve been using the laptop microphone and GarageBand to record all our audio segments and the quality has been acceptable. But that’s the keyword here — “acceptable”. Yo often hear that what matters is the story you are telling, not the quality of the visuals or sound — and they are right. However…
Building a brand which stands for quality and adheres to high personal standards, requires every touchpoint to be immaculate, or as close as possible. We’ve been happy up to this point with the quality of our production, but there were always minor issues, which personally, irritated me. Things like bad audio in the videos, shaky image, echo, out of focus shots were some of those quirks our content contained (until now). So, to mend these issues and get a quick improvement we invested in external microphones, tripods, a gimble and a studio lamp! While doing the purchasing I was surprised how affordable it is today to set up a small creative studio :)
Next, and you may have seen that already, is that we started using better imagery with our blog posts. In addition, we are currently redesigning the graphical elements that go along with our videos. For the posts on Medium we started to use stock photos which result in much better looking and attention grabbing posts, especially when shared on external networks such as Facebook, Twitter, LinkedIn. The preview box when sharing links is very important when the updates need to stand out and grab your audience’s attention.
For our videos we have tried different approaches, but due to time constraints we were often doing a quick job, simply placing a title somewhere over the image. This is changing now and we are currently rethinking and reworking our accompanying graphics.
The last and probably most important change we implemented was to start sharing more visuals of our product. If you look at our feed on Instagram and scroll a little bit to the past three months you will notice a very random feed. We heard from a few places that it wasn’t clear to new visitors what we are actually doing, what DULO is about. The solution for now is to post regularly photos or videos with our shirts. So far we only have the white samples and we have to be very creative to come up with new shots and POVs, but it is a good practice anyway that will prepare us for the future, when we have to showcase the products to a larger audience and elicit a positive customer reaction.
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Putting these three tactics in place is a good decision for now, but it doesn’t mean that we will stop listening to the feedback. In fact, we are becoming even more sensitive to the brand we want to communicate to the outside world. Every element attached to it has to be precise, clear and should portray quality. We are in the business of time and confidence, selling a product with elevated aesthetic standards, so our communication and actions should reflect this ambition.