I think dress and costumes say a lot about a person’s personality. Halloween is great time for many people to experiment with looks. Did your kids or you dress up?
I always have been a big fan of superheroes. Growing up, I channeled Isis and Wonder Woman. (I still think I can cross town in 3 minutes, and have to remind myself I cannot physically fly.)
In a way, I unleashed my inner geek with Smarti’s icon, Sales and Marketing SAM. The “hero” had actually been embedded in our logo for years and we merely brought him to life. Our brand is about ‘grey matter’ and seasoned folks, so our Sam has gray hair.
He personifies Smarti, puts a face (other than mine) to the brand, and helps explain our services—rescuing time-and-money strapped marketers and saving them from the perils of faulty marketing agency choices. Importantly, SAM communicates our message, stands out, demonstrates that we are a creative, innovative and fun company and is memorable.
Our personification of SAM at a recent trade show, ad:tech, wasn’t perfect, but he was very approachable. While a model in his 20s might have looked better in spandex, we needed a savvy salesman—and not an irrelevant booth babe. (We will be holding tryouts in the spring for a new live Sam ’09, so if you’re about 6’ tall salesperson with the right 6-pack, get in touch!) He did the job, stopped all visitors and created a lot of conversation. (See the video on our website.)
I was so immersed in superhero stuff for Smarti, I couldn’t resist the opportunity to wear a big S and be Super Girl for Halloween. (Yes, I still like to think I have superpowers.) And since all the other chics opted for Wonder Woman, I stood out and had a blast in the Parade.
The best costumes—and the best brands—are the ones that are original.
So, what is your company’s secret identity? What powers does your team have to help customers? Think about it and you might just find your brand message.
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