Know-How Exchange : Branding

I think its a great idea. Give some humor to it and a reason to identify you over the rest. I'd do an animal as a super hero. And it doesn't have to be gender specific. A girl tiger, with a cape and your company initial CPE on it.

In labor law you need a tiger, and you are a superhero to take this off a biz owner's back. Thats my logic

I agree with toning down the starchy corporate feel if you want to be more fun and approachable. You may continue that into written material: add some human/fun elements to management bios. And, if you want to test the mascot idea waters, what about a dog (not an ugly one!)? You could dress him/her for holidays and post photos, show him/her keeping staff company while they work. It's soft and approachable.

Before you do something like this, test it on a sample of your current/recent clients. Would they think less of you (or more so) for this? What message does it convey to them? Why?

Just because you think it's fun/differentiating doesn't mean that your potential clients will have a similar reaction to it.

I'm not as enamored with the mascot as I am with "lightening up" the tone of the company/website. The video, for example, is very serious and "corporate" sounding (and way too long) -- almost as if it's been heavily edited by a lawyer.

Similarly a lot of the copy on the website is overly serious. While you provide an important (and serious) service, you don't need to sound formal and unapproachable. Just as a quick example, your bios are all 3 paragraphs of heavy-duty resume-in-paragraph-format, followed by a sentence about your personal lives. Gives the impression of all work, no life. (Nobody but you reads all that stuff anyway.)

I'm not necessarily against the mascot idea, but I don't think the mascot alone will change the brand perception. It needs to be a total overhaul ... with fewer words and a lighter touch overall on the website. And if you do the overhaul well, you may not need the mascot. (Mascot has the potential to communicate "frivolous." You certainly don't want that.)

I have no issues with the website and it's legal jargon. To someone on the website, it's exactly what someone going ot your site would want to read and see.

The reason I like animal mascot is its not gender specific. Even though the mascot will have a gender, Tony the Tiger, The Gecko, etc, they are asexual.

I agree with Carol. If someone sees a female, their minds may think you specialize in placing women. That could be good or bad. Show someone your character and ask "what do we do" or "what is our speciality". (think of Jay's comment)

Consulting and outsourcing are very serious matters to your potential clients. I have to say if I'm looking for a consultant, cartoons are not going to do it for me. You can still be different, edgy and lighter though! What color scheme are you using today? Can you use different colors for different services (green for consulting, blue for placement, yellow for etc)? Can you use symbols or shapes for each service, which then pull together for your company logo? What a way to show how much to offer! You don't need to be cliche with actual puzzle pieces - have your own unique design! And lighten up the copy a little. Interject some personality with a conversational approach. Potential clients want to hear you 'talking' to them. Don't bore them with canned copy that could be repeated to anyone on the planet (even if you can). Make them feel like you are reaching out to them. You know what clients really ask when you work with them. Touch on that. Leave them feeling like "these guys get me. I want them!". That's what your brand is all about!

In the starchy world of HR, someone needs a little levity. That does not need to contradict your serious intent though. Your intended market is not HR as such, many will be entrepreneurs and will appreciate the lighter touch.

You can get serious later. It would mark you out from the crowd as doing something that little different that fits their style of thinking better.

As with all these things, your mascot goes with you everywhere.