Let’s Sniff Butts and Other Things Jester Brands Say
Bark makes subscription boxes for dogs – well, for their owners to give to their dogs. They provide terrific dog treats and toys and are a public company with more than a half-a-billion dollar revenue.
Bark could have printed a boring tagline, asked to be followed online, or left the end of the box blank to save half a penny on production costs.
Instead, they shared a fun statement in their unique voice that caught the attention and formed a special connection to their brand.
They know who they are and who they are talking to, and they’re not afraid to sniff a few butts for a better connection to their audience.
Are you doing the same? I don’t mean sniffing butts.
Unless that fits your brand.
Beyond Boredom – The Jester Brand
Are you stepping beyond the boredom barrier to find and use your unique voice in the right places so you can stand out from the crowd?
- Boring rarely gets noticed because we notice when a pattern is broken. The unexpected is seen – the expected blends into the wallpaper.
- The opposite of boring is The Jester, whose brand archetype focuses on The Jester, like Old Spice – have permission to be off the wall, strange. The Jester is the clown, comedian, fool, or trickster. Bark’s attitude lives their brand ethos.
- An anti-boring brand’s personality is charismatic, mischievous, and clever. It can also be impulsive and carefree. Bark doesn’t hold back – it is comfortable being authentic to how dog owners think about their pets.
Jester brands come in lots of flavors – M&M’s, Go, Daddy, The Onion, Slim Jim, and Dollar Shave Club, to name a few.
Building a fabulous brand requires living your brand’s voice, personality, and ethos.
Sometimes you need to smell a few butts to serve your audience.
A guest post by Phillip Oakley, a brand strategist, energetic speaker, foodie, and proud Dad. When Phillip isn’t writing about marketing, he is enjoying time with Presto, the family’s four-legged member.
You can set up a time to chat with me about your marketing challenges using my calendar. Email me jeffslater@themarketingsage.com Call me. 919 720 0995. The conversation is free, and we can explore if working together makes sense. Watch a short video about working with me.
