Research: Why do we need a mascot?
Role
Brand Designer
Purpose
Brand Identity
Duration
Phase 1 : Sept 2021 - Dec 2021
Phase 2:
Nov 2023 - Jan 2024
Build a brand mascot that embodies the values and attributes of WeatherBug.
The mascot will become the personality of our brand and help us build better brand image and create a
stronger bond with the users.
WeatherBug has a unique opportunity to utilize a brand mascot unlike our competitors because many of our users already perceive the brand as “cute” due to our name and icon. The brand mascot project is a subproject of the greater Brand Identity project that the marketing and design team are conducting.
If user satisfaction is not enough > then establish real emotional bond
• Emotionally connected customers have 306% higher LTV, stays with the brand for avg 5.1 years vs 3.4years,
and recommends the brand at a higher rate
• They want communication to be empathetic, relevant, human, and personalized
Emotionally connected users
• Buy more of your products/ services
• Visit & recommend you more often
• Exhibit less price sensitivity
• Pay more attention to your communication
Based on our current user feedback
• Users (even non-users) want WeatherBug merchandise > sense of ownership
• Ask how they can purchase our Merch WB t-shirt
• Wizard Weather video (cartoon animation made for children) had good response from current age
demographic
• Even 40+ users liked the cartoon characters and asked for character merch
With the new mascot, we not only hope to build a familiar face for potential customers
to associate
WeatherBug with, but also hope to build emotional connections with our current audience.
As we've just begun to expose the mascot in our marketing assets and within the app, I'm interested to see
how our users will react.
We are looking for ways to utilize the mascot even more going forward and my personal goal is to
expand the visual capacity and personality of this mascot (it doesn't even have a name yet!).