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Monday Morning Coffee in a Costume


Monday Morning Coffee logo with a cup of coffee and a smartphone in the background.

As Halloween is quickly approaching, the gremlins in the SJC Marketing office have been chattering about relevant pop culture references as potential Halloween costumes. Before the 2024 Olympic Games even ended, we knew Australian breakdancer Ray Gun would be a popular choice on October 31. Two SJC marketers have already proudly proclaimed her as their costume of choice. Maybe the rest of our team could join in and have a whole group of breakdancers.

A breakdancer dressed in gray sweats balances on her hands.

While some people approach Halloween costumes as an opportunity to transform into someone completely different from their day-to-day personas, others do the bare minimum — throwing on a t-shirt with large text and calling it good. Others have one costume they love dearly and wear every year like a badge of honor. Some folks decline to participate.

In the same way people approach Halloween costumes, brands have widely different approaches in how they share their brand.  Let’s talk about some of those approaches, and see if you can relate.

The Classic Costume

Much like a Halloween costume, some businesses talk about their brand in terms of aspirations, rather than the reality of who they are and what they provide.  It’s great to have goals. However, those goals need to be attainable. The company’s reality has to align with the vision for the brand. A good costume has to be manageable, wearable and identifiable.

A child dressed as a clown with a rainbow, curly wig gives the camera a thumbs up.

The Ultimate Disguise

Some up-and-coming businesses see a future, not-yet-existent version of themselves and create a brand for that company, with all of its imagined success and popularity. It’s sleek. It’s a trendsetter. It’s not real. It’s a costume to wear until they become the company of their dreams.

The “Always the Same” Costume

Other businesses have a clear idea of who they are and where they’ve been. They don’t really have a desire to change or be someone else. Clarity in who you are is important. However, adaptability is also key to creating a brand that withstands the test of time. These adaptable but consistent brands feel like the beloved costumes worn each year that don’t ever change.

The Ones Who Don’t Wear a Costume

Another group of brands are those with no real interest in creating an identity at all. They believe branding is unnecessary. “People know who we are. We do what we do. If they need us, they’ll find us.” They have a name and a phone number, and they believe that’s all a brand really needs. These folks are the non-participants.

A woman dressed in a plain red sweater leans her face on her hand, looking bored.

The Mascot

A strong brand can’t be a Halloween costume at all. It has to be authentic. It is the face you show every day, and you have to create it through your actions. It’s less of a Halloween costume, and more of a mascot costume. Slugger, KC Wolf, Max the Griffon and Truman the Tiger all have well-established personas. Their identities are consistent, but they have evolved as needed through the years. They are always the ambassadors for their organizations, and they understand that when the costume comes off, they no longer portray the brand. They speak to who the organization is and what they do. They are the closest version of a costume to an actual brand.

In truth, a brand can’t be a costume at all. Come ready to play, but rooted in reality. Start with who you are currently and think in terms of who you will be in the future. This is not the time to imagine a replica of someone else’s success or a daydream of fame and fortune. Envision your future success in terms of who you are at your core. Now we can build a brand, no costume necessary.

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