Brand Mascots in B2B Tech

The Original Gangster in Tech Brand Mascots → Clippy 😎

Can mascots actually work in a tech brand? 👇

Remember Clippy? 📎 The paperclip mascot from Microsoft Office in the ‘90s.

Clippy was cheerful and well-intended, but often more frustrating than helpful, popping up with irrelevant tips. Clippy might have been too early, too generic—but there's still room for mascots in the tech space today. A conversation with Steven Sinofsky, former leader of the Office product team, about an early version of my ilk named Clippy. Also, Clippy was one of those characters which came after Bob failed. Wanna catch a glimpse of Bob?

But interesting question is why did they fail so miserably? Reportedly, they were highly annoying, intrusive, poor user experience and a lot of user resistance and distraction, which diluted the entire purpose behind having a brand mascot. Medium has covered a detailed article on this incase you want to have a read.

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Why is Commsor's Logo a Dinosaur?

Commsor recently said goodbye to their trusty purple ‘C’ and hello to a brand-new dino logo.

What are Brand Mascots Important?

Brand Mascots are characters or avatars who represent a brand. They can be human forms or animals or objects. They can walk, talk, eat, speak, sing, wave, and even dance. This evokes emotion and creates a space of warmth and empathy for humans to connect faster and with ease.

What happens when you hear of the brand next? You immediately connect with these mascots, their personality and situate yourself in an immediate connection with them. In simpler words, you humanise the brands, remember them better and respond on an emotional ground. It is said that most companies with mascots have a larger customer base and can acquire a higher share in the market when compared to their competitors.

But are Brand Mascots important? Should all brands have them?

No, absolutely not! But mascots hold the capacity to easily establish the uniqueness of your brand, making content marketing potent with an increased brand engagement, generating leads and revenue. Good branding and effective communication can also establish this. For example, if you look at Tata Consultancy Services (TCS) or Hindustan Computers Limited (HCL) for that matter, they do not own any brand mascot but are one of the few top valuing brands in India. The branding of TCS is something that companies like Salesforce, State Bank of India (SBI) and even Housing Development Finance Corporation (HDFC) Bank look up to.

In the B2B space, Cloud Gateway is a classic example who uses the “Cumulus” clouds as its Brand Mascots. Quite cool and sassy, when it comes to the visuals, isn't it?

But what does this visual represent when it comes to the mascot's personality? Well, it represents Cloud Gate as:

1. Tech-Savvy and Innovative:

Cumulus represents the cutting-edge technology and solutions that Cloud Gateway offers. With a futuristic look, the mascot symbolises the brand's commitment to innovation in cloud services, helping businesses navigate and leverage cloud technology seamlessly.

2. Approachable and Supportive:

The mascot has a warm, inviting personality, making it relatable to users. Cumulus embodies the idea of support and guidance, reflecting Cloud Gateway’s mission to assist businesses in their digital transformation journey, ensuring that users feel confident and informed every step of the way.

Cumulus effectively communicates the brand’s values of innovation and customer support, making it a memorable symbol in the cloud services industry.

There are a few more brands who are nailing it. Take a look!

Duolingo - Duo 🦉 (Make it A Game)

• Friendly Reminders: Duo’s notifications feel more like a nudge from a friend than a pushy reminder, often delivered with a dash of humour.
• Engagement Booster: Gamifying language learning keeps users motivated and coming back—trust me, I know from experience! 😉

Salesforce - Astro, Codey and Friends (Friendly and Approachable)

• Friendly and Approachable: This friendly appearance helps convey the brand's commitment to being approachable and customer-centric, reinforcing the idea that Salesforce is a helpful partner in business growth.
• Symbol of Innovation: Astro embodies the spirit of innovation and exploration, aligning with Salesforce's mission to empower businesses through cutting-edge technology and solutions. His adventurous nature reflects the brand's focus on pushing boundaries and embracing new possibilities.

Github - Octocat 🐙 (Build a Community)

• Developer Icon: Octocat has become an icon in the developer world, embodying GitHub’s playful spirit and fostering community.
• Merchandise & Culture: Beyond the platform, Octocat has taken on a life of its own with merch and events, amplifying GitHub's presence in the developer culture. It's all about community!

Mailchimp - Freddie 🐵 (Remove the Anxiety)

• Approachable Differentiation: Freddie gives Mailchimp a unique, fun personality that makes email marketing less intimidating, helping the platform stand out.
• Brand Collectability: Believe it or not, people flock to Mailchimp booths at conferences just to grab a limited-edition Freddie figurine. It’s a thing! 🤓

Geico - The Gecko (Making it Approachable)

• Humorous and Relatable: The Geico Gecko is known for his witty, humorous personality, which makes insurance feel more approachable, humanising the brand, and making it more memorable and engaging for consumers.
• Smart and Resourceful: The Gecko often provides helpful tips and information about insurance for customer education and transparency by offering smart, reliable insurance solutions.

𝗖𝗮𝗻 𝗠𝗮𝘀𝗰𝗼𝘁𝘀 𝗪𝗼𝗿𝗸 𝗶𝗻 𝗧𝗲𝗰𝗵?

Mascots might not be for every brand, but for those that embrace them, they offer a powerful advantage:

1. Humanise the Brand

Imagine this: your brand is a cool person at a party, but without a mascot, it’s just awkwardly standing in the corner. Enter the mascot—your brand’s new best friend!

• Relatability: Think of characters like the Geico Gecko or Tony the Tiger. They’re not just cute; they’re relatable! These characters make your brand feel like someone you’d want to grab coffee with, making customers feel all warm and fuzzy inside.
• Storytelling: Mascots are like walking (or waddling) storybooks! They can weave tales about your brand’s mission and values in a fun way that sticks in people’s minds. Who wouldn’t remember a charming little cloud character flying through a digital landscape?
• Consistency: Picture your mascot as the brand’s superhero sidekick. Always there, always recognizable! Whether on social media, in ads, or at events, they keep your brand identity consistent and memorable.

2. Drive Engagement

Now let’s get this party started!

• Interactive Marketing: Ready for a challenge? A mascot can turn marketing into a fun game! Think contests, social media shenanigans, or even virtual hangouts with your mascot. It’s all about getting customers to jump in and join the fun!
• Content Creation: Your mascot can star in videos, comics, and memes that spread like wildfire! Who wouldn’t want to share a hilarious video featuring a dancing dinosaur promoting eco-friendly products? It’s shareable gold!
• Event Presence: Imagine walking into a trade show and seeing your mascot doing a little dance, attracting a crowd like a rock star! They can create unforgettable experiences, turning ordinary events into exciting adventures.

3. Build Brand Loyalty

And here’s where the magic really happens! ✨

• Emotional Connection: When people fall in love with your mascot, they fall in love with your brand. It’s like having a secret handshake! The more they connect, the more likely they are to stick around for the long haul.
• Community Building: Mascots can be the glue that holds your brand community together. Fans can share stories, swap experiences, and rally around their favourite characters, creating a sense of belonging that makes your brand feel like home.
• Memorable Experiences: Picture this: A kid meets your mascot at an event and can’t stop talking about it for weeks. Those positive memories turn into brand loyalty faster than you can say “mascot magic!” 🎩✨

Remember the Amul Girl, the Vodafone zoozoos, the Duracell Bunny or Colonel Sanders from Kentucky Fried Chicken (KFC)? They are some popular Brand Mascots you can think of!

Now, think of IBM’s Watson

Watson is more than just a mascot; he’s a representation of cutting-edge AI technology. With his recognizable persona, Watson embodies innovation and intelligence, making complex technology feel accessible. IBM leverages Watson in various marketing efforts, showcasing how AI can transform businesses, thus creating a strong identity around their tech offerings.

Or, Cisco’s The Cisco Kid

Cisco’s mascot, The Cisco Kid, is a fun and adventurous character that embodies the spirit of connectivity and teamwork. He represents Cisco’s mission to empower organisations through technology. His energetic persona reinforces the idea that Cisco is not just a tech provider but a partner in fostering collaboration and innovation.

Or even, Domo’s Domo

Domo is both a brand and a mascot—literally! This friendly, anthropomorphic character symbolises data visualisation and business intelligence. Domo’s playful yet informative presence makes complex data relatable, encouraging businesses to leverage analytics for better decision-making.

When to Use or Not Use a Brand Mascot in Tech or B2B?

Let’s Checkout the Dos first:

• Make sure your mascot is not dead and connects with the brand and communicates to personify Your Brand.
• It should be your Spokesperson who can be there in those conferences, meetings, websites or even your social media videos.
• The mascot should be able to give a good demo of your product and bring out the fun or ease in communicating product features or services.
• And yes, it should engage not only with your customers but with your employees and be able to drop in to those ongoing campaigns or even an offsite meeting, for that matter.

Now, let’s mark those red flags:

• Your product is not a market fit or it is dry and very technical, leaving no room for a mascot to bring in the element of fun or ease.
• Your buyers are serious people who are rather conservative and old-school than fun beings.
• You are not sure about the long-term sustenance of your product or are dealing with commitment issues.
• Your culture is too corporate and boring, making your mascot fall flat on the face (if it has a face, though!)
• You are not in control of the mascots you create, because they have the ability to go viral and take the shape of their own life as an independent individual/ character.

Now, think of this situation and picture this as you read. Think of Mickey Mouse. Which Brand comes to your mind?

So there you have it! Mascots are more than just cute characters; they’re your brand’s secret sauce to creating connections, sparking joy, and building a loyal fan base. Embrace the wackiness, unleash your creativity, and watch your brand take flight!

When done right, a mascot is more than just an assistant—it’s a brand ambassador, community builder, and engagement driver.

Should you have a brand mascot for your b2b tech business?

Not having a mascot is a safe bet. But as Earnest CEO Chris Wilson has often told me, sometimes safe can be dangerous. No one seems to want a mascot. Which, from where I'm sitting, means it's the right time to get working on one.