As tournament time is upon us, it’s interesting to note that sometimes the spectacle takes place out of bounds. Among the cheering crowds at last weekend’s NCAA draw was a unique assortment of characters including a bulldog, wild cat and a Boilermaker. Indeed, schools are passionate about their mascots, as evidenced by the recent Anderson/Highland mascot dilemma.

Mascots may be a staple courtside, but is there a place for them in the business world? Perhaps; depending upon the type of business. Psychologists note that mascots create a “personality” for brands and invite the consumer to make an emotional connection with a company.

Food companies actively use mascots in their marketing. Consider the Nestlé rabbit, Pillsbury Doughboy, Mr. Peanut and Ronald McDonald. Mascots such as the Michelin Man and the Energizer Bunny represent other consumer products. Smokey Bear and Buddy the Blood Drop remind us that mascots can be engaged to encourage social behaviors. Service businesses can engage mascots as well. STAR Financial Bank has a Cosmo the Lucky Star mascot for its kids club.

In addition to promoting brands, mascots often serve as goodwill ambassadors at special events or marching in parades. It’s wise for businesses to establish a “code of conduct” for their mascot. Many costume manufacturers will include such guidelines with delivery of the mascot suit.

Silence is a common element of mascot protocol. Lack of voice ensures consistency and can help avoid an embarrassing comment made by the 16-year-old wearer. An acquaintance who wore the Cosmo the Lucky Star costume noted that she found this forced silence a bit frustrating, as customers wondered aloud whether Cosmo was a boy or girl star.

The “no live animals” rule is good protocol to follow when it comes to mascots. Should you doubt this advice, local old-timers will remind you of the former Anderson High School Ducks. Prior to establishing the Indian mascot, Anderson High School’s mascot was a duck; until the Lapel bulldog met Myrtle the duck.

A little testing to understand potential customer reaction is wise as well. A Purdue mascot in the early 1980s was handed a new Boilermaker Pete head complete with menacing grimace and scowling brows. A few games into the season, it became clear that Boilermaker Pete was terrorizing small children who were also prospective future students (and potential future alumni donors.) A friendlier mask promptly replaced “menacing” Pete.

Finally, businesses need to be considerate of the costume wearer. Most modern costumes come equipped with ice packs and cooling screens. Even with such amenities, wearing a costume can be exhausting. I have often thought that requiring youth offenders to wear a giant hot dog costume and wave to cars on the highway would be a more effective punishment than a trip to the juvenile justice center.

Whether or not your business uses a mascot, the next time you see the Dunkin’ Donuts dancing coffee cup, put yourself in his/her place and give a friendly wave.

Susan Miller is owner of Ewing Miller Communications, an Anderson marketing firm. Her column appears Thursdays. Contact her at susan@ewingmiller.com.