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Bevel – A Case Study in Brand Loyalty


A recent ad campaign from Bevel (above) features these words from NAS:

“Bevel is home. It’s a part of you and your lifestyle, your look. It’s personal. Bevel is unique. It’s near to my heart, like no other thing I’m doing.”

That’s a strong endorsement.

To the casual observer, that ad may be incorrectly perceived as marketing hype. The fact is that it’s not hype. There’s something about Bevel that powerfully inspires people. The company, the mission, the leadership, the products.

I first found out about Bevel (a Walker & Co. brand), back in May of 2015. I’d seen their ads on Facebook and began reading BevelCode.com (their online magazine). The photography and writing is amazing. The graphic design work, web design work, and logo/identity of Bevel is spectacular. Tristan Walker, the founder and CEO of Walker & Co., is an inspiring entrepreneur and visionary.

As a business owner, I wanted to be more fully immersed in the Bevel experience so as to be influenced and inspired by the innovation and excellence. I know that such influences can result in a positive transformation in my own life and approach to business.

I began using the Bevel shaving system in October 2015, and let me tell you there’s no substitute for actually buying and using the products first hand: the fragrance of the shaving products, the feel of the exquisitely designed razor, the smell of the badger bristle brush, and the way your skin feels after using the products for a few days. It’s really something to experience.

Over the past 15 years, I’ve been immersed in a higher education language learning environment. Of the various languages I’ve studied, I find sign language one of the most intriguing and useful forms of communication. In studying sign language, one becomes very aware of the many ways in which we receive and transfer knowledge and information.

When I evaluate companies, their brands, and their products, I try to be receptive to what is being ‘communicated’ throughout. Bevel makes a great case study because they are selling multi-sensory consumable and durable products with a unique customer service offering. As a result, the brand engagement is broader and deeper.

For each person the product engagement will be slightly unique. For example, I find the Bevel fragrances to be awakening, inspiring, motivating, and grounding. How each person interacts with and reacts to the products will be individualize, but there are some commonalities. The solid durable feel of the razor is something many people comment on. The packaging that comes with the direct order subscription includes a card personally signed by Tristan Walker (Walker & Co. CEO). All of these things shape people’s experience with Bevel.

Here are some themes I perceive to be communicated through the Bevel product experience: durability (the products are solid), attention to detail (the design is exquisite), care for products and consumers (their customer service is great), reliability (the products are built to last), generosity (in my experience, the products last longer than expected), innovation (the products are unique), engaging (the BevelCode.com online magazine exemplifies the broad reach of the company’s community engagement).

I’ve been applying some of the Bevel principles I’ve learned to my own business and life. I’m seeing some measurable improvements in overall quality of life and my business is growing. I’m planning to write more about that in the coming months.

Regarding brand, these words from the Walker & Co. website sum it up best:

We are our brands. We are responsible for every single action we take, everything we deliver to consumers’ homes and every single interaction they have with us.

The Bevel experience is something that goes way beyond a traditional product experience. There is an immersive online rich-content offering through the BevelCode.com magazine and exceptional videos. The social media feeds for Bevel, Walker & Co., and Tristan Walker are great sources for inspiration for your life and industry insights for your business.

Ultimately a brand manifests from many things that culminate in a collection of thoughts and feelings. In the case of Bevel, it’s understandable why NAS and others would feel that Bevel is so important. Bevel isn’t just about a company or a product. It’s a cause. It’s a movement.

The chart below maps out brand influencers. These are some primary factors, but ultimately there are hundreds and thousands of interactions and moments that shape how people perceive a particular brand.

For more, read about why I just paid $179 for a trimmer.


By Greg Johnson

Greg Johnson is a freelance writer and tech consultant in Iowa City. He is also the founder and Director of the ResourcesForLife.com website. Learn more at AboutGregJohnson.com

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