Work out your strategy?
Posted: Tue Feb 18, 2025 4:19 am
Honza has repeatedly emphasized the importance of a research-based strategy. Although “mascot branding” seems to be one of the most creative ways to build a brand , the creative side is only 20% of the process . The rest is done by getting to know your customers and developing a good strategy.
There were many interesting insights and tips during the interview, so we tried to summarize the most important ones for you.
Why (not) have a mascot
If you're thinking about a mascot, first of all, be clear about why you want one . Just because a competitor has one is not the right reason – quite the opposite. Do you need to build trust? A mascot is not the way to go here either.
Think about what the mascot should represent, what emotions it should evoke . Think of it as a hanger for stories, associations and values. And they must be really worth it, otherwise the mascot will be meaningless and even a cute, well-designed character will soon start to get boring.
From this brainstorming session, you will either conclude that a mascot is not the right fit for france phone number data your business - or the first chapter of the strategy has just been created.
Which mascot to choose?
A mascot must be attractive at first glance, but everyone will be attracted to something different. This is where researching your target group comes in , based on which you can create a persona and come up with something that they will like and be able to identify with.
You push a screaming alien in the way of the IT guys , who at one time seemed like nerds that no one understands.
For a drink that is intended especially for children , you choose a rabbit that seems to have fallen out of the eye of a favorite cartoon character.
But don't forget to also think about the values and associations mentioned. For fabric softener, a soft animal is the right thing. For banking products, where you mainly expect seriousness and trustworthiness, not so much (and yet it is common practice in the Czech Republic).
There were many interesting insights and tips during the interview, so we tried to summarize the most important ones for you.
Why (not) have a mascot
If you're thinking about a mascot, first of all, be clear about why you want one . Just because a competitor has one is not the right reason – quite the opposite. Do you need to build trust? A mascot is not the way to go here either.
Think about what the mascot should represent, what emotions it should evoke . Think of it as a hanger for stories, associations and values. And they must be really worth it, otherwise the mascot will be meaningless and even a cute, well-designed character will soon start to get boring.
From this brainstorming session, you will either conclude that a mascot is not the right fit for france phone number data your business - or the first chapter of the strategy has just been created.
Which mascot to choose?
A mascot must be attractive at first glance, but everyone will be attracted to something different. This is where researching your target group comes in , based on which you can create a persona and come up with something that they will like and be able to identify with.
You push a screaming alien in the way of the IT guys , who at one time seemed like nerds that no one understands.
For a drink that is intended especially for children , you choose a rabbit that seems to have fallen out of the eye of a favorite cartoon character.
But don't forget to also think about the values and associations mentioned. For fabric softener, a soft animal is the right thing. For banking products, where you mainly expect seriousness and trustworthiness, not so much (and yet it is common practice in the Czech Republic).