We’re almost halfway through Movember and the ‘taches are starting to show. But what does your style say about you? And more importantly, what are the branding implications of your choice?
When designing a brand, characters are carefully considered. Do we need an animal representation of our company’s values? Could a small person of some kind inspire our consumers? If these questions result in a decision to have a (male) humanoid representative, then discussion will eventually turn to facial hair.
Subconscious or not, everyone reacts to facial hair. It’s a choice. Like piercings or haircuts. But I’ve yet to find brand guidelines on facial hair and its interpretations, let alone best practice guides.
So I’ve decided to carry out some of my own research. And the results were startling. After initial thoughts that facial hair was not appropriate for the salesmanship of food products (beard nets are never worn in adverts), it turns out that there are actually some pretty significant trends in brand mascot barbery.
I’ve searched for days. I’ve made a long list. And I’ve established four categories of brand mascots with facial hair.
The Uniforms
These more senior men have had long military or naval careers*, and are therefore established and trustworthy. You might argue that Captain Morgan is a pirate, but rum is serious business. And he knows; he’s sailed the high seas looking for the best rum, and smuggling across the globe. For you. These Captains and Colonels love their product. They’re passionate about fish, chicken, cereal, and rum. Their facial hair in this case represents an established trust between us and the kindly older man who knows his product inside out.
Leading the beardy charge (clockwise from top left): The Red Baron; Captain Morgan; Colonel Sanders; Captain Birdseye; Cap'n Crunch
The Industrialists
You respect them; they’re pioneers in property trading, globe circumnavigation and making crisps tessellate. But you probably wouldn’t enjoy their products if you were sharing a game or a packet with them. Whilst on one hand they imply the parting of knowledge and riches to the consumer, they also bring a serious human face to an otherwise commoditised potato product. The English-style moustache is a must, and here it represents success and riches.
The English Handlebar Set (l-r): Rich "Uncle" Pennybags (aka Monopoly Man); The Pringles Man (who has his own smiley :{D according to the Urban Dictionary); Phileas Fogg
The Italians
Perhaps the most one-dimensional stereotype in this taxonomy. Italians make pasta, sing operas, and drive fast cars. Names are standardized: Gio Compario, Mario, Papa Dolmio. The role of the moustache amongst this group is to identify the archetypal Italian man. Potentially borderlining on offensive. Either way, the food will have a homecooked feel, the beer will be European, the voices will be loud.
The Italian Contingent (clockwise from top left): Papa Dolmio; Photogenic man from a bar in 1942 for Birra Moretti; Mario and Luigi; Chef Boyardee; Gio Compario
Representative Historical figures
This is the most eclectic group of facial hair growers. From ancient kings to anarchists, to traditional English guards and sportsmen – these are all people whose moustache is key to their brand because it brings authenticity. We all know that in past centuries (or in the case of 118 118, past decades) fashions were somewhat different. And so sporting a ‘Guy Fawkes’ or a 118/biker tashe is something a little exotic. Historical figures allow the eccentrically moustachioed to feel a little more at home. For consumers, there is a comedic/ otherworldliness that allows brands to be better contextualised. Plus, what kind of a real fairytale King doesn’t have a beard?
A bit of authenticity (clockwise from top left): Beefeater Gin; 118 118; Guy Fawkes Ale; The Burger King
And so, what have we learned from our taxonomy? What is the role of facial hair in branding?
What I think we’ve learned is that moustaches play a pivotal role in the portrayal of masculinity in the modern media. True men, like ones with military careers, crowns, lots of money, or fast cars, do indeed sport facial hair of some kind. Fulls beards seem to correlate with kindly avuncular figures, whereas plain old moustaches signify Italian roots or a preference for capitalism.
It seems there can be no clear rules for the use of facial hair – no laws on length or colour can be ascertained. But what I can work out is that the reasons for beards and moustaches are pretty consistent. The four key categories seem to stand up to at least two days of research.
I hope you enjoy whichever one you’ve got.
The Partners have their own brand of moustache – have a look here.
*Except Colonel Sanders who was only in the US army for 4 months.
