?? The Art of Creating Character Brands and Other Secrets from the Phillie Phanatic

Episode 29 with Dave Raymond

"If you want your brand to be able to interact on an emotional level, hug, embrace and take photographs with your clients, potential clients, and with the people that you really want to make feel better, I would submit that if anybody wants to create the best marketing and branding tool than a character done correctly and done well."

Dave Raymond spent 16 years as the beloved Phillie Phanatic mascot. Not only was the Phanatic one of sports' original mascots, but that furry green monster became a universally recognized symbol of Philadelphia. Woah.

What struck me most about our conversation was Dave's creative storytelling of his time at the Phillies, recounting stories about building connections and how a fearless leader profoundly impacted his career.

In one anecdote, Dave shared a chance encounter on the field that forever changed his perspective. He realized the importance of breaking down the wall between fans and players and how this connection could help create a truly memorable experience. At this moment, Dave understood the insecurities of Philadelphia Phillies fans and used the Phillie Phanatic to have fun with opposing fans, players, and even umpires.

Fearless Leadership and Innovation

Dave credited Bill Giles, the leader of the Philadelphia Phillies organization, for allowing him the freedom to be creative and take risks. This fearless leadership allowed for innovation and encouraged fan engagement at a whole new level. We should all strive for this type of leadership in our businesses. By embracing creativity and giving their teams the freedom to take risks, they can foster an environment that sparks innovation and captivates their target audience.

Building a Family Through Fandom

Dave's passion for character branding goes beyond entertainment. He believes that character brands have the power to build better communities and bridge divides. By leveraging joyful and kind moments, character brands can bring people together and create a sense of unity.

This growing affinity allows for building a family through shared fandom. We know that fandom creates a sense of community and unity among fans, bringing people together regardless of their differences. When audiences collectively share an experience, we can cultivate a loyal customer base that feels like a part of something bigger than themselves.

The Art of Character Branding

Dave Raymond's expertise lies in creating character brands that elicit an emotional connection with the audience. He explained that while influencers may have their own following, character brands offer a deeper level of relationship as they become a living extension of the brand itself. This emotional connection allows customers to interact and take photos with the character, creating memorable experiences they will cherish.

Creating a character brand involves a four-step process, as shared by Dave.

• Storytelling uses the brand's history, future, and current customers as the foundation.
• A Character is designed to reflect the story and connect with the audience on a deeper level.
• Finding a performer who fully immerses themselves in the character is crucial, as they embody the brand.
• Believing in the character and continuing to nurture it as part of the business is essential to maintaining authenticity and success.

Investment Through Nurture and Care

Dave emphasized that character brands must be done right, which requires investment and care. He shared how the Philadelphia Phillies take good care of their mascot, the Phanatic, and have turned down lucrative deals that didn't align with the character's story and personality. This level of care and consideration for the character creates a genuine connection with the audience, fostering a long-lasting and loyal fan base.

Affinity in Action ??

Let's take a page from Dave Raymond's book (he wrote The Power of Fun) and harness the power of character branding as a force for good in our businesses and communities. You can use these questions to guide a fun and creative brainstorm with your team.

1. Brainstorm a character that represents your brand's values and resonates with your target audience.?
2. Consider the character's backstory, appearance, personality, and how they might align with your brand.?
3. How could a character enhance your efforts toward customer engagement and affinity building in your community?

?? I Ask, You Answer

Have you ever encountered a character brand that fell short of expectations? How did it impact your perception of the brand?

(Share your answer on the episode page of?Brand to Fan Show on Spotify?or reply to this email with your thoughts.)

Stay tuned for more #BrandtoFan Show episodes in 2023, where we explore the fascinating world of fan engagement and actionable affinity.?Together, we'll unlock the secrets to building truly remarkable brand-to-fan connections. ??

P.S., I'll be in Raleigh, NC, next week. Want to grab coffee? ??

SHOW CREDITS

Brand to Fan Show is produced by Teague FC and supported by FanWagn

Audio production by Bryan Griggs / Griggs Production

Producer: Kimberly Voorhis

Video Editing by Garrett Teague

And I’m your host, Lauren Teague

Written with an AI assist from Castmagic. You can check out more insights from the episode here and sign up for your own account.