Recommendations for brand character strategies:
- Pick your brand character wisely – the character must be a reflection of your brand values. Beware of the possible connotations a certain type of person, animal or object might represent
- Adapt to change – society, trends, your product – everything changes and these changes needs to be reflected in your brand character
- Kill your darling – if your brand character does not bring value or is even hurting your brand, it is time for retirement
If you are about to create a brand character for your brand, you might be wondering what kind of creature suits you best. Exemplified by the clown this article focuses on important things to consider in the process.
Is your brand as strong as an elephant, could it be illustrated by a energetic boy, is it free like a bird? The process of designing of brand character concept is full of choices.
You might have the idea of choosing a clown as your brand character since your product is targeted kids. A great idea since clowns are funny and invented to entertain kids.
However, the clown is a difficult choice, especially in the wake of the recent global problems with scary clown pranks. However, being scared of clowns was also a problem long before the pranks got popular.
The clown is also controversial in relation to marketing where for example McDonalds has had their challenges with Ronald McDonald because of the ambiguous connotations he evokes.
The challenges with clowns puts focus on more than one important issue regarding brand character design:
First – you need to choose your character wisely and you have to adjust your marketing strategy if you realize for example that clowns are problematic – like McDonalds have done with Ronald: He has been given a break until the scary clown hysteria passes. In other words when times, trends, politics change the brand character needs to change too. When things change, consider if the character needs to change behavior, looks or even retire.
Second focus is looking more closely at why we fear clowns. Because this leads us to another point – the importance of the face. If the image of a clown – that is supposed to look happy, smiling and inviting – can scare us as much as is does, what does that say about the face.
The face is one of the most important tool for us humans to communicate with – we create facial expressions and make sound to be understood. Vice versa, we interpret expressions and sounds that are communicated to us through the face. We also have to rely on our ability to recognize people and to tell friend from foe mainly through the face.
- The distorted scares us
The clown is a human being – but with exaggerated facial expressions, body language and for example shoes. The clown is a strange mixture of the well-known and the unknown – and this ambiguity makes us insecure. Our experience tells us that no one is always smiling so a constantly smiling face is not natural and creates cognitive dissonance in us. Cognitive dissonance is a kind of mental stress experienced when someone holds contradictory beliefs. The distorted look and behavior of the clown is the opposite of authentic
- Scary clowns look like predators – which we instinctively fear
- The mask makes the clown unpredictable.
The main part of our communication happens via the face, but a face that is covered by a mask or heavy makeup cannot be read. When we cannot be certain of a person’s state of mind or intensions, it makes us uncomfortable.
Article (in Danish) about scary clowns.