Making Your Brand More Personal Using Super Mario Strategies

By Danny Brown
Expert Author
Article Date: 2009-07-30

If you were asked who the power players are in social media, what names would spring to mind? Chris Brogan? Robert Scoble? Gary Vaynerchuk? Brian Solis? How about Super Mario?

Yes, that Super Mario. The Italian plumber dreamed up by Shigeru Miyamoto and who would go on to become one of the most iconic video game characters of all time, if not the most iconic full-stop.

Stretching things a little? I mean, how can a video game character compare to the names at the start of this piece? Take a little time to think about it and the answers might just surprise you.

Building a Recognizable Brand

Individuals and businesses are using social media to strengthen their brand. Whether it's awareness of who they are, where they can be found and what they represent, social media offers a variety of channels in portraying yourself.

Micro-blogging, blogging, life-streaming, social networking, social bookmarking, wikis, forums, videos, podcasts - the choice is almost endless and each one allows you to build upon and enhance your reach.

Now, think of Super Mario. He started out known simply as Jumpman in the Donkey Kong arcade game in 1981. It would take him two years to become the Mario we love and know today (he even played the bad guy in Donkey Kong Jr.). His first proper appearance as Mario was in 1983, when Mario Bros. debuted in the arcade.

Since then he's appeared on numerous Nintendo systems - the NES, Game Boy, SNES, Virtual Boy, N64, the DS and the Wii to name just some. Each time his brand has been strengthened by mixing the familiar (dungarees and cap) with the new (flying cape and a cool sidekick called Yoshi).

Takeaway: Offering familiarity but with new platforms and ideas is one of social media's strengths; clearly it's one of Super Mario's as well.

Gaining Audience Trust

One thing that's continuously mentioned when talking about social media is the trust factor. Some call it transparency; some call it authenticity; but it boils down to the same thing - does your audience trust you?

Do your customers believe in you and your product? Do your blog readers trust your opinions? Do your connections feel happy sharing your views because they know they're researched and honest? Without trust, you don't need to worry about your brand - you won't have one.

Mario has trust in abundance. When gamers buy the latest Super Mario game, it's pretty much a given that something special lies ahead. Super Mario 64 is still hailed today as one of the greatest platformers ever made, 13 years after its debut. There's no doubt that Miyamoto and Mario have both been key in Nintendo's rise to an entertainment giant.

Takeaway: Trust comes from consistency. Be consistent in your message; in your presentation; in your dealings with others both online and offline. Consistency and trust are pretty good bedfellows (and is something I talk more about in an upcoming post).

Listen to Your Fans

One of social media's biggest selling points is the way it's allowed anyone to have a voice. Sure, we could write to the editor of a newspaper or call our local radio station before if we had something to say. Now it's much easier.

Want to share an opinion good or bad, you have blogs, micro-blogs and review sites. Want to speak direct to a representative of a company, you have Twitter and social media portals on company websites. Want to help influence decisions? Focus groups are moving online with companies like Ford and Best Buy trying out initiatives where their customer's have their say.

Miyamoto is the same when it comes to Mario. When fans complained that Super Mario Galaxy for the Wii was too easy, the game's creator agreed that maybe it had catered to the newer audience of the Wii, but that the sequel will be much tougher with no new aids or power ups for newer Mario gamers. Nintendo also has a long history of implementing fan ideas, often through the Super Mario games. This has led to the company enjoying some of the most loyal fans around.

Takeaway: Open up a two-way dialogue and you may just find it doesn't matter what your competitors do; your customers or fans will remain yours.

As social media and the way it can be used continues to evolve, so does the importance of continuing to learn and improve on the way. While thought leaders old and new will lead the way, don't discount the lessons a certain Italian plumber can teach us either.

Ready to save the Princess?

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About the Author:
Danny Brown is the owner of Press Release PR, a boutique agency specializing in search engine optimized press releases and social media PR. He offers consultancy advice on social media and PR to both individuals and corporations He has guest authored at leading web and search marketing site Web Analytics World and is a blog partner of the WebProNews and iEntry business networks. He is also a regular contributor to the Dad-o-Matic project. To read more of Danny's articles or interact with him, please visit danny BROWN - social media PR.