Tono de Marca

bold, confident, and trend-focused. It directly targets a youth audience that values self-expression and local identity. The language used across its website and social media is energetic, aspirational, and accessible, using words like "bold," "edge," "intention," and "street-ready staples." This tone positions DRUM not just as a clothing retailer, but as a core part of the Malaysian youth and streetwear culture. The tagline, "Play the beats! The FASHION beats!," further emphasizes a dynamic and rhythmic connection to style and personality. The brand aims to be both modern and simple, creating designs that are current and allow for individual expression.

Valores de Marca

• •Local Pride: The brand explicitly identifies as "a bold Malaysian streetwear brand" and "a trusted local streetwear and clothing brand in Malaysia." This focus on local identity is a key differentiator, fostering a sense of community and pride among its customer base.
• •Accessibility and Affordability: DRUM is committed to offering "fashionable yet affordable clothes and accessories." Its presence on platforms like ZALORA and Lazada, often featuring sales and promotions, reinforces its value proposition of making trendy streetwear accessible to a broad audience.
• •Self-Expression and Confidence: The brand empowers its customers to "dress with confidence, edge, and intention." It encourages mixing and matching pieces to reflect individual character, positioning fashion as a primary tool for personal expression.
• •Trend-Consciousness: DRUM stays current with the latest youth culture and fashion trends, offering a wide range of styles from oversized tees and baggy jeans to minimalist and smart-casual pieces. This ensures their product line remains relevant and desirable to its target demographic.

Mejores Prácticas

• •Center the Voice Around "Confident Malaysian Youth": All copy, from product descriptions to social media captions, should be written from the perspective of a confident, style-conscious young Malaysian. This ensures the voice remains authentic and relatable.
• •Create a "Brand Voice" Style Guide: Develop a clear internal document that outlines key terminology (e.g., "street-ready," "staples," "edge"), approved slang, and the overall attitude. This guide ensures consistency across all marketing channels and content creators.
• •Balance Trendiness with Timeless Confidence: While leveraging current trends is crucial, the core message should always tie back to the brand's value of self-expression. The copy should empower customers, making them feel the style is theirs to define.
• •Adapt the Tone for Different Platforms: While the core brand voice remains consistent, the tone should be adapted for each platform. For example, use more professional and aspirational language on the website, energetic and engaging copy on Instagram, and short, punchy, trend-driven captions on TikTok.
• •Engage with the Community Using the Brand Voice: When responding to comments, reviews, and direct messages, maintain the brand's confident and friendly tone. This reinforces the brand's personality and builds a stronger community around shared values of style and local pride.

Percepción Social

DRUM is generally perceived as a go-to online destination for affordable and stylish streetwear in Malaysia. The brand has a strong presence on major e-commerce platforms like ZALORA and Lazada, where it receives positive customer ratings. Its social media strategy, particularly on platforms like TikTok, taps into the fast-paced nature of modern fashion trends, aligning with the content consumption habits of Gen Z. By producing its own designs, DRUM is seen as a legitimate local brand that offers a distinct alternative to international competitors. This perception is solidified by its physical retail presence in major Malaysian cities, which adds a layer of trust and legitimacy.

Ejemplos de Copy

• •Own your city. The new DRUM 'Urban Flow' collection is here. Made in Malaysia, for the streets of Malaysia. Shop looks that speak louder than words. #DrumFashion #StreetwearMY #LocalPride
• •THE LOOKS YOU'RE SEEING EVERYWHEREFrom TikTok to your wardrobe. Shop our trending oversized tees and baggy jeans before they’re gone. Affordable style, delivered to your door.
• •🔥 Your Next Favorite Outfit is 50% Off. Don't Sleep On This.
• •Main character energy only ⚡ Which fit is your vibe? #OOTD #GetReadyWithMe #DrumFashion #MalaysianBrand
• •Don't just wear a tee—make a statement. Our 'Rebel Spirit' oversized tee is crafted for those who live with edge and intention. With a bold back graphic and a relaxed fit, it’s the perfect staple for a wardrobe that’s anything but basic. 100% cotton for 100% comfort. Dress with confidence.