Mascots in branding: How Japan can inspire Switzerland
In Japan, mascots are all the rage when it comes to combining culture and branding. In Switzerland, on the other hand, they are a rare sight - why is that?
The cultural significance of mascots
In Japan, mascots are deeply rooted in the culture. They are considered lucky charms and are often the face of a region or a company. This tradition has evolved over the years and is now a unique marketing phenomenon.
Festivalsand events are full of these lovable characters, and people love interacting with them and integrating them into their everyday lives.
Source: Roman Kasinski
Mascots in branding
Japanese companies have perfected the art of mascots. Whether large corporations or small local businesses, these characters are memorable and easily recognizable. They create a personal connection with customers and give the brand a likeable touch.
Well-known examples include Kumamon, the bear mascot of Kumamoto Prefecture, and Domo-kun, the mascot of NHK, Japan's national broadcaster. These characters can be seen everywhere - in advertisements, merchandise and social media campaigns - creating a consistent and appealing brand image.
Source: Unsplash
How Swiss companies can use mascots
Swiss companies can learn a thing or two from Japan's successful use of mascots. With mascots that reflect Swiss culture and values, they can create a unique identity that resonates well with the public.
These characters can be used in marketing campaigns, social media and customer interactions to build a strong and memorable brand presence.
Source: Roman Kasinski
Create a mascot
The path to the perfect mascot begins with an understanding of the brand's core message and values. The mascot should embody these elements in a charming and understandable way.
For example, a Swiss chocolate company could develop a mascot that represents the quality and tradition of Swiss chocolate making. Working with talented designers and artists helps to create a character that is unique and appealing.
Source: Roman Kasinski
Use of the mascot
Once the mascot is ready, it can be used in many ways. It can appear in advertisements, promotional materials and social media posts. At events and public appearances, the mascot can interact with customers and provide an unforgettable experience. Merchandising with the mascot is also a great way to increase brand awareness and loyalty.
Source: Roman Kasinski
Potential challenges and differences
Even though mascots could bring many benefits to Swiss companies, there are some challenges. One big difference between Japan and Switzerland is cultural preferences. While the Japanese love cute and quirky characters, the Swiss may prefer mascots that exude sophistication, quality and tradition.
In Switzerland, people may appreciate mascots that reflect the Swiss reputation for precision and excellence. Therefore, Swiss companies should design mascots that reflect these values while being appealing and accessible.
In addition, Swiss consumers may have different expectations in terms of brand communication. Transparency, authenticity and a strong connection to local heritage are important factors. Swiss mascots should be designed to embody these aspects and possibly incorporate historical or regional symbols that resonate with the local population.
Conclusion
Implementing mascots in Swiss companies requires a thoughtful approach that takes into account cultural differences and consumer preferences. While the concept can be very effective, it needs to be adapted to the Swiss context, emphasizing the qualities that local audiences value. In this way, Swiss companies can create mascots that enhance their branding and build a deeper connection with their customers.
If you are interested in developing a mascot for your organization, Namo as a full-service creative agency is the perfect partner to make it happen.
