Today (3/10)  is Mario Day and I’d like to celebrate it with you. This Nintendo mascot has had a profound impact on me–and not just because he looks like my dad.

Picture this: Mario is fighting with Bowser.  He picks up an ax and kills Bowser. Toad is grateful to Mario– but Mario proceeds to kill Toad, eats Toad’s corpse, and grows huge. 

Then you see Mario chasing after a horde of Koopa Troopas (giant turtles) and Goombas– murdering several of them. He uses the shell of one Koopa Troopa and wears it as a helmet. The berserk Mario proceeds to slaughter even more of Bowser’s terrified goons.

Did that story shock you? Well, that’s why the comedy channel, Dorkly, wrote it as a skit (“Mario Goes Berserk”). They knew such bloodthirsty actions were not aligned with Mario’s brand. What’s a brand, you ask?

Here’s what a brand ain’t:

• It ain’t a logo. Logos are mere symbols.  

• It ain’t the product. When people talk about  buying “this brand” or  “that  brand” they’re really talking about buying one product ,

• It ain’t the USP (Unique Selling Proposition).

A brand is nothing but the buyer’s attitude  about your company. Such a feeling is developed after a long relationship with customers. If you’re a startup founder, your focus needs to be on SALES. The customers’ gut feeling about you will grow as they continue to buy from you, hear from you, etc.

Nintendo’s brand wasn’t an overnight thing. Mario, for example,  started off as Jump Man–an antagonist in the early Donkey Kong franchise. 

As Nintendo’s relationship with its customer base changed–so did Mario’s  personality. 

So worry more about the relationship with your buyers and less about logos, color schemes, and font sizes–otherwise Mario might just eat your face.

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