Question

Topic: Branding

Brand Mascot/character

Posted by Anonymous on 6/26/2008 at 11:50 AM ET 500 Points
My client (in-house) has expressed interest in using a mascot/character to help brand one of its products. They are a small family run operation and usually jump in head first and then bail out too quickly on projects. I'm trying to stop that from happening so I've halted the project for now.

The product is a web-based application and has been on the market for 2.5 years now. Our client base has tripled this year and we are projecting it to double or triple next year as well.

I'm not quite sure that we need to change anything at this point but I want to be as prepared as possible to advise the committee correctly.

I need to know what questions I need to ask to decide whether or not mascot/character development is even a viable option at this point in terms of Marketing, Positioning, and Branding the product.
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RESPONSES

  • Posted by malkosbm on 6/26/2008 at 12:20 PM Accepted
    I want to say that each change of the charter or one elements of company or product identity must be decided following one of the following reasons:
    * problem of appreciation, of memorisation or recognition on behalf of the customers.
    * a need for lifting to follow the new tendencies.
    * a need for repositioning
    Another point that you have to take care about it : that you have no to amuse with changing identity every 2 years specially in the case that product is new (like 2.5 years). because customers start to recognise and you change.
    Well, the important elements that you have to consider in your decision of development of mascot/character :
    * company identity
    * market/customer aspirations
    * industry code
    * competitors
    wish that help you
  • Posted on 6/26/2008 at 12:21 PM Member
    Brand characters come in many forms. Though most typically we imagine them as toons or animals, the possibilities are really quite broad. I've used characters to brand everything from a small town hospital ER (an accident prone squirrel) to banking (a fast talking disclaimer guy). It's one among many ways to make a brand come alive.

    But, there are bigger questions than whether to use one. Going down the character road before having discussions on what the brand is and where you want to take it is, to use an old expression, getting the cart before the horse. You expect your business to grow, so do the ground work first. Figure out who you are. Make good decisions about what your position is. Then, if in the process of formulating creative to express your brand, a character seems to be an effective way to do so, decide first to test it.

    Brands evolve over time. But, your instinct is correct. You don't want your brand to move in jumps, fits, and spurts.

    Best,
    Jaime Collins
  • Posted by Frank Hurtte on 6/26/2008 at 12:57 PM Accepted
    I believe branding changes should be approached carefully and with a great deal of fore thought. Apparently so do you.

    Here are a few questions I would ask:
    1) What do we expect to accomplish by changing brand identity?
    2) What are the costs of signage, stationary, brochures, website development and all the other things mandated when a brand change occurs?
    3) What are the other options for spending the money? What tradeshow, proactive advertising campaign, additional people or anything else would we otherwise be able to spend the money on?
    4) Is there a way we can test the effectiveness in a limited way? - read "competing on analytics" to better understand this.
    4.b) Can we test the brand change vs. other options?

    Hope this helps...
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