[0:00] Hey y'all, I'm super excited for today's podcast episode. Do I say that at the beginning of every podcast episode? I think so. But let's get into it because today we're continuing with our A to Z of branding journey and we're on Q. I thought a lot about what I want to talk about for the letter Q because Q is such a weird letter. There's not a lot of words that start with Q and it got me thinking that's what the focus should be. So today's episode is Q is for quirky. And I want to talk about the quirkiest brands on the internet and what we can learn from them and why maybe we all need a little bit more quirky in our own brands. So let's get into it. You're listening to Aesthetically Speaking. On this podcast, we're talking about all things branding, logos, colors, fonts, and the strategy behind it all. It seems like these days it's easier than ever to build an audience, but harder than ever to stand out online. My name is Rebecca and I'm a brand strategist and designer. Together, we're going to talk about how to bring your brand to life.
[1:09] Okay, so to begin with, I want to quickly define what it means to be quirky, specifically in branding. And I think quirky means like playful, unexpected.
[1:24] Quirky, for whatever reason, is a little bit more appealing and easier to like than just weird, right? Like if somebody's quirky, you still like them, you still appreciate them. If somebody's weird, you're like, they're just kind of weird. So quirky, I think, means that you are different, that you're disruptive, that you're not doing things the traditional way. And if you've listened to my episode about disruptive branding and authentic branding, I actually think being quirky is a really good strategy because there's not a lot of people doing it. And that's what I want to talk about when I get into some of the brands that I want to mention specifically, being quirky makes you stand out because it's unusual, because people are trying so hard to be sophisticated and luxurious and know what they're talking about. And this applies to all brands across the board. We miss out on the opportunity to be human. And these quirky brands are doing this really, really well. I also think that to be quirky, there's an element of delight. So doing things that are fun or beautiful or silly or playful just for the fun of it. And I think that's where you have brands that are maybe like trying too hard versus the brands where it seems to come naturally. And that's really what you want to create in your own brand.
[2:50] The other thing I wanted to mention about being a quirky brand is that it's not just having quirky colors or like a weird mascot or like kind of funky packaging. It's really about your essence as a brand. So I think a lot of that is like kind of this irreverent or really witty tone. It's the way that you talk to your audience, like a funny, quirky friend, rather than like this really professional buttoned up corporate jargon. And this is another thing that I think makes a brand truly quirky is they're not just like sharing memes. It's like they're creating the memes. Like they are the meme. I think there's a lot of good examples of this that I'm going to get into, but I also want to make a distinction between quirky and unhinged. When I was doing research for this episode, one of the brands that kept coming up was Duolingo and they've created kind of this weird, see, I would call it weird because I don't know that it's super likable. I think it works for them. But this following of their owl mascot who will threaten you if you don't practice your Spanish that day. And I think what they're doing is brilliant, but I think it's a little bit different than quirky. There's an element of it that just feels completely unpredictable.
[4:09] It feels a little wild. It even feels a little bit like off base and a little scary. Like I said, I think it's really working for them, but that's not exactly what I'm talking about here. I'm talking about, like I said, the quirky, that means you like it.
[4:25] It's fun. It's attractive. It's compelling. And there is that element of the unexpected. So that means like you're not just sharing jokes, you're creating the jokes, you're creating the culture. And the last element I think of a quirky brand is this really clear and unique perspective.
[4:44] And brands that are quirky are taking risks because they're doing things a different way. And that requires them to be really bold and really own their position and own their values, which again, is a really good strategy for anybody, right?
[4:59] Regardless of what kind of brand you're creating, you've got to have that clarity of vision. You've got to have those strong values and you have to be able to articulate it. So with that, I want to talk you through my favorite quirky brands and talk through some of the pros and cons of being a quirky brand. So the first brand that came to mind when I'm thinking about quirky brands is Oatly, and they are the oat milk brand. I'm sure you have seen their packaging and their advertising. They have had a lot of money put into these kinds of campaigns. And I just think that they are doing quirky really, really well, especially considering that they have kind of a niche product, which I actually think is good criteria for being quirky. More on that later. So I actually didn't know this, but Oatly was founded in like the 1990s and they kind of followed this traditional path until they got a new CEO sometime in like 2012.
[5:59] And they kind of moved it from like, oh, we're a food processing brand to we are a lifestyle brand. And we want people who are passionate about plant-based products in all avenues to resonate with our brand so even if you don't drink oat milk even if that's not your thing if you are a plant-based person if you are passionate about alternative sources of food and energy and all of these things oatly speaks to you and they had this advertising campaign for their newsletter that went viral a few years ago because they launched this newsletter called Spam. And it was basically just like this tongue-in-cheek idea of we're gonna spam you, we're gonna tell you everything about our company. And they do a lot of this kind of self-referential humor, which I just think works really, really well for this brand. And it feels really smart, right? Like it feels like you have to be smart and witty to understand it. And so it creates kind of this, if you know, you know, vibe, which is really, really powerful in branding.
[7:05] I would be really curious as somebody who doesn't drink oat milk to know what people think about the actual product, because they definitely have this high level of brand awareness. And I think they are working towards this kind of transparency of food, which is really cool. But I don't actually know if people like the oat milk. So I mean, that's the power of branding, right? If I was going to buy oat milk, that's the brand I would buy because that's what has stood out to me in my mind. So I think Oatly is a great example. And here's what's so interesting. As I was going through these brands, I'm just brainstorming, my favorite brands, what's coming to mind? And everything that was quirky, almost 100% of those brands were consumables, food, snacks, treats. And it made me wonder, why is that? Why is it that being quirky seems to work so well for things that we eat, but I wanted to find a clothing example. And there aren't really clothing brands that are quirky. I actually do have one that I thought of that I'm going to mention, but it seems like we assume, oh, people want fun and interest and engagement in the products that they have to buy at the grocery store, but for their serious needs or their bigger purchases, like they want it to be really buttoned up. And I don't think that's true.
[8:31] I think we want fun and play and joy in everything that we buy. I feel like we could all bring a little bit more of that quirky energy to our own brands. So that's Oatly.
[8:42] The second, well, there's a few more brands that I thought of, but the second one that I wanted to mention is Magic Spoon. And again, this is a food brand, so I'm not going to spend a ton of time on it. But again, they are an alternative, quote unquote, food product. So if you don't know Magic Spoon, they make low carb cereal. And we're big fans because my husband is a type one diabetic. And so cereal is like one of the worst foods you can eat for your blood sugar. But we both really love cereal. So we get Magic Spoon and the flavors are good. They're high in protein, they're low in carbs, and their branding is so fun. And it's so different from any other cereal brand. And I've probably mentioned them before, but I think that is working really well for them. It seems like these companies who are saying, hey, we have a product that is different. So we also need a brand that is different. But couldn't we also use that same logic to say, if I create a brand that feels different, people will understand that my product is different, right? That what I am offering is different than what everybody else is selling. And so I think that's the power of being quirky in your branding.
[9:53] Okay. The other brand I wanted to mention is Bala Bangles. You guys seen these? They're like the wrist bracelets that are weights. I've seen them all over instagram they were on shark tank and what I love again they're calling out the uniqueness of their product through their branding so they do these really funky like advertising campaigns that have really interesting videography and cool edits and like interesting colors and then they also have what they call mind bending workouts which I think is really cool. So they are not just transforming the way that you look when you work out, but also maybe what you're doing. And they have a whole range of things. Like they have jump ropes, they have resistance bands, they have the bangles, that's like their main thing. And their branding really reinforces.
[10:48] This kind of new way of working out that they have. And they also have done a lot of user generated content to kind of prove that their bangles are like a fashion statement. Is anybody actually wearing these on a night out? I don't think so. But they're doing something completely different from what other workout brands are doing. Like they have this campaign of women like in fishnets and heels, wearing the bangles around their ankles. And it just gives you this like fun, vibrant, sexy feel that other workout brands aren't giving you. And I think it's really smart. There's also just this aspect of fun, which I think a lot of workout brands are trying to make it like really aesthetic and really visually appealing. And they're not focusing on just like how fun it is to work out this way. So they've got the colors, they've got the like these curvy yoga mats, like they've taken their brand and they have really applied it to everything.
[11:48] Which this is another factor of being a quirky brand is like, if you're going to be quirky, you got to go for it. Like you have to do it all the way because doing it just a little bit isn't enough. You have to be really bold. And I think that's what holds people back is they're like, I don't, I don't know if I really want to be so weird. And so they don't do anything. But I think you can allow yourself to be human in your branding and trust that
[12:15] like your people will resonate with that and they will find you. So I thought that was a fun brand. The last one that I want to mention is a clothing brand.
[12:24] And again, you've probably seen this. I think a lot of these brands, because they're so weird, get a lot of attention. And like I said, the brands that are doing this well, they're taking this quirky idea and they're applying it to their whole business, which little side note for you guys. When you build a brand, which if you have a business, you have a brand, okay? It cannot exist in a silo.
[12:51] Your brand needs to permeate everything you touch. I know there are things that people will tell you don't matter. Your email invoices, your trash cans, your receipts, the memos that you send. Oh, it doesn't matter if those are branded. False. It absolutely matters. Because the little things are what make people understand that your brand is going all the way. It shows people a complete experience rather than just having a logo and a color palette and there's a saying in the design world to bleed your brand which basically means everything you produce should be so obviously part of your brand that doesn't even need your name on it and i think that's what these quirky brands are doing really well it's not just that they are like kind of quirky in tone and they say some funny things and they have this like fun vibe It's like they've taken this core feeling of eccentricity and playfulness and joy and delight.
[13:53] And they've said, okay, we're going to create a recognizable aesthetic from this identity. And then they've applied that aesthetic to every single thing in their business. And I don't care what vibe your brand is, right? If you don't want to be quirky, don't be quirky. But whatever you choose, I want you to have an aesthetic that you can apply to every single piece of your business. Because those details, people notice them and they will make you stand out. And people will remember your brand and they will turn into raving fans.
[14:25] So if you take away anything from this, I hope you take away that you can be quirky, you can be yourself and still have a legit, serious, profitable business and that your brand needs to touch everything. You cannot have pieces that are not branded. Okay, so the last brand that I want to mention is a clothing brand. And it's one that I, again, I haven't actually purchased, but I see it everywhere. And this brand is called Chubbies. You've probably seen it. They have like shorts and underwear for men, which is really important. I'm going to talk about that in a second. They have this fun, quirky vibe where they've got bright colors and patterns and everything is like all about comfort, just like being yourself and enjoying yourself. And the reason that I love Chubbies is because I feel like a lot of brands that market to men are caught on this seesaw of either being like really flirty or really hyper-masculine and tough. And what Chubbies does is they make their brand just normal.
[15:29] Just friendly, upbeat, happy. They feature regular people. I mean, they're influencers wearing their clothes, sharing their life. And it's not about, we have super weird clothes and you have to be a super weird person in order to buy from us. These are for everybody. And these are for the normal people who like wearing quirky things, or these are for the people who have to wear their Lululemon ABC pants to work, but they want to be wearing their chubbies underwear because it's so much more comfortable.
[16:00] And I think they've done a really good job. I actually feel like their product is quirky and fun, but their graphic design is a little lacking. So if I was going to like rebrand Chubbies, I would lean into that a little bit more and make it even more iconic because I think that is their selling point and they can take advantage of that. Well, and I was the other thing I love about Chubbies is in their messaging, they call themselves weekend apparel brand. And I love that phrase, weekend apparel, weekend vibes. And I think that gives us a very clear image of like, this is casual, this is fun. These are the clothes that you like actually want to wear, that you actually end up wearing most of the time. And I think they could do some really cool campaigns with like, what do you wear on the weekend? Or like, you start the weekend in this, are you still wearing that at the end, right? Those kinds of things I think would be really fun and really powerful.
[17:01] So to wrap this up, I want to share a few of the pros and cons of being a quirky brand and help you determine if your brand needs more quirkiness and how to actually do that without feeling like a fraud. So one of the pros of being a quirky brand is it really helps you stand out. Like I said, there's not a lot of quirky brands.
[17:23] Brands are trying to be so serious. And honestly, I'm just kind of tired of this like, everyone is perfect, everyone knows exactly what they're doing vibe, especially in the online business world, right? Where you have coaches and consultants and service providers, right? I feel like we all just need to be a little more human and stop trying to be so perfect. And the reason that people love quirky brands is because it gives us permission to be quirky. And we're all quirky in our own unique ways, right? We all do little things. We all have little idiosyncrasies. And so I think having brands that allow us to be seen in that way is so fun and so powerful. So the number one advantage is just that it helps you stand out. I also think being a quirky brand helps you attract your raving fans more quickly and more effectively. And here's why. This is the example I want to share.
[18:21] My mom, she works with the young single adults in our church. So they have specific congregations that are for young single adults so that they can meet and connect and have people that are in their same life experiences. And also so they can date and get married. That is one of the goals. So one of these girls was getting married and my mom was talking to her about how she met her future husband and all of those things. And my mom was telling me like, this girl's kind of quirky and kind of fun and just like really delightful, you know? and this girl was saying, I'm lucky because I am a star-shaped Tupperware and when you're a star-shaped Tupperware, it's really easy to find your match. When you're a generic round Tupperware, it is so hard to find the right lid because it could be anybody and I thought that was just such a perfect example.
[19:07] Of what happens when you lean into your quirkiness, when you are building a quirky brand. It attracts the people who get you, who understand you, Because you're like, hey, star-shaped Tupperware over here. Where's my star-shaped lid? It's not you. It's not you. It's not you. There you are. And so I think, again, we need to be more confident in being quirky because it helps our people find us so much faster.
[19:35] And I think this looks like simple things, like showing up unfiltered, unpolished. And this is coming from the person who's like, I'm building a premium design studio. I'm not messing around. I deliver really good results. I am realizing that I still want that human connection in my business. And I want to lean into the things that I do that are quirky or unique or different because that will help me stand out and it will help me attract the perfect clients for me. One last benefit to being a quirky brand that I want to mention is because being quirky kind of gives you like this niche, right? Like it gives you this specificity. I also think it allows you to charge a premium. This is what people don't understand because I think one of the reasons that people are afraid to be quirky, especially in their branding and in their business is because they think people won't take them as seriously. And that is true, but not exactly. I think if you do it right, if you work with.
[20:40] A designer and a brand strategist who really understands the nuances that you're trying to communicate, right? You're not just being weird for the sake of being weird. You're using your human qualities to connect with people who understand you. It actually allows you to charge more money to have people better appreciate what you do because they're not trying to compare you to everybody else who's pretending to be so serious all the time. So I do think that if you're just weird, people might not take you seriously. There's a difference between just showing up on Instagram and talking about whatever versus being a human in the context of your business. All of these brands that I've mentioned, they are quirky intentionally. There is a strategy behind their quirkiness. When you're an individual business owner, when you are a personal brand, it's important that that strategy comes from a place of authenticity. So I don't want you to just be weird for the sake of being weird. And I don't want you to make up things that aren't really true. I don't want you to be that girl that's like, oh my gosh, I'm so weird. I put ketchup on my French fries. I want you to be human. I want you to allow yourself to show up as your real self in your business.
[21:55] And I think that is a very powerful strategy. And if you're quirky, be quirky. Create a message and an aesthetic that reflects your quirkiness and imbue every piece of your brand with that personality, with that message, with that aesthetic.
[22:17] And I promise you will see your business soar. So if you're like, I think my brand needs a little more quirkiness, where do I start? I would start by cultivating a vision of what you want to create for your business, how you want to make people feel. And ask yourself, what's missing right now? What am I not sharing that I could be? Where am I holding myself back because I'm worried people won't like it or understand it? What are the elements of myself or my business that is a star-shaped Tupperware that I can communicate better? And then come to me and I'll help you combine that with the messaging and the design that you need so people recognize your brand immediately. And if being a quirky brand is on your to-do list for 2025, send me a message on Instagram, on email.
[23:07] I would love to connect with you and design the perfect quirky brand for your personality. And I think that sums everything up. So stay weird and I'll see you next time.
[23:18] We hope you enjoyed listening to Aesthetically Speaking. If you want to support the podcast, please leave us a nice review or connect with us on Instagram at Rebecca Peterson Studio.
[23:28] Music.
