Going Bananas for Brand Strategy: Lessons from the Savannah Bananas’ Playbook

For nearly a decade now, the Savannah Bananas have continued to elevate their game and win over new fans across the U.S. This phenomenal organization is redefining sports entertainment and social media engagement. They are the creators of “Banana Ball,” the fastest and most entertaining game of baseball.

My soon-to-be middle schooler and baseball aficionado is a big fan, and at one of our many “can you throw with me?” front yard sessions, he showed us his best Coach RAC showmanship, popping up the ball with his closed glove, spinning around, and then catching it. We had a good laugh, but told him to only try that at home (for now). 

This summer, I earned cool points with him for having the opportunity to meet Kara Heater, vice president of marketing for the Savannah Bananas. She gave a keynote at the Florida Public Relations Association conference, revealing how the Bananas fueled global fan engagement through authentic, humor-driven storytelling that puts “Fans First” and commits to “Entertain Always.” Kara started as an intern with the Bananas and is now a key executive and major player in their success. (Shout out to the interns!) 

The barnstorming baseball exhibition brand has captured the hearts of millions, and when you take a deeper dive, it is easy to see why. Having rolled out a billion-dollar brand in my career, I was certainly intrigued by all that the Savannah Bananas have accomplished. Their success has helped them grow to six teams strong and resulted in the release of their most ambitious travel schedule yet – one that includes three nights at the historic Wrigley Field and has had the internet and parental text exchanges buzzing this month. (I know we rushed to sign the waitlist (for the waitlist) for tickets; may the odds be ever in your favor!)  

The Bananas’ team members - from the players to the operations and marketing staff - plan, research, and rehearse extensively to offer their best performance, on and off the field. Just as a coach wouldn’t show up to the game without a plan and expect success, you shouldn’t assume that announcing a new logo is enough to command lasting dedication to your brand, increase sales, or secure support. Here’s why a multifaceted, well-planned, and executed brand strategy matters:

• 81% of consumers say they must trust a brand before they consider buying from it.

• 77% of consumers say they prefer shopping from brands they follow on social media.

• Customer expectations now extend to brand values, as 63% of customers say they’re more attracted to brands that focus on improving the world.

• 73% of consumers are more likely to buy from brands with a clear purpose. 

• 88% of people say authenticity matters when deciding what brands they like and support. 

• 55% of brand first impressions are visual. It only takes people an average of 7 seconds to form an impression of your brand.

• Consistent brand presentation across platforms can increase revenue by up to 23% on average, according to a Forbes stat. 

• 71% of consumers distrust brands that fail to deliver on promises.

Whether you are establishing a brand or refreshing one, rolling one out or keeping the buzz going, here are nine innings – I mean strategies – from the Bananas’ playbook that are sure to result in a dinger (*insert son’s eyeroll*). 

9 Brand Strategy Lessons from the Savannah Bananas’ Playbook

1. Know Your “Why” and Never Forget It - Emily and Jesse Cole are the owners of the Savannah Bananas/Fans First Entertainment. The Coles started the organization with the goal of making baseball fun and bringing families together. The deeper story: when Jesse was a college senior and star baseball player, he suffered an injury that ended his playing career forever.

   
   

   He was rightfully devastated, but his love of baseball and his desire to stay involved in his favorite sport led him to arguably start an even greater way to give back to a sport he had devoted his dreams to. In each decision he makes, he remembers his “why” and doesn’t take for granted the joy the game brings and its ability to connect people. That’s the lens through which he makes decisions.

   
   

   As brand strategists, we often say, “Your brand is more than a logo.” It is made up of a company or organization’s core values and its mission, founded in its “why,” and when you know your why, you’ll never lose sight of the core of what works for your brand. Every choice, from marketing campaigns to customer interactions, should align with that central purpose.

   
   

   The most enduring brands lead with true authenticity. They mean what they say and do what they promise because they rest in the foundation of their “why.” When your “why” is clear, your message resonates, your team stays motivated, and your audience feels connected to something bigger than a product or service.

   
   

2. Adopt a ‘Fans First, Entertain Always’ Mentality – Along with knowing your “why” is knowing your “who” - who are you wanting to make fans of? Who are you devoting your time, talent, and treasure to? (If your first answer was your board or shareholders, you may have lost the plot.) The Savannah Bananas have a mantra: “Fans First. Entertain Always.” It’s not just a tagline; it is their compass.

   
   

   From day one, every decision has been rooted in that belief. They reinvented baseball to bring joy to the stands. They banned bunting, capped game times, and rewrote the rules — all in service to the fan experience. The Bananas know exactly who their audience is and what they love most about the game. They’ve built a brand that celebrates connection, laughter, and shared moments. They didn’t embrace change for the sake of change. But they did know that change with purpose, guided by the heartbeat of your audience, creates loyalty that lasts.

   
   

   As a brand strategist, we often remind clients that knowing your audience is your greatest advantage. When you listen closely to what they value, you’ll know which traditions to protect and which ones to challenge. Every great brand decision starts with understanding who’s in the seats and what keeps them coming back.

   
   

3. Foster a Superfan Team Culture – One of the first lessons my college public relations professor, Dr. Jay Rayburn, taught us was more profound than I realized at the time: “Your employees are your number one audience.” Two decades later, I can tell you — he spoke the truth.

   
   

   From the early days of their hiring process to their role in day-to-day operations, every player, intern, and staff member at the Bananas embodies fun, creativity, and the belief that fans come first. They even have a team meeting where they present their crazy ideas, and everyone is encouraged to go big! They don’t just talk about their values — they act them out.

   
   

   The team is also given the freedom, authority, and trust to make decisions to positively impact the fan experience, often as soon as the opportunity presents itself. Your team isn’t just part of your organization; they are the living, breathing embodiment of your brand. They see everything, the promises made, the ones kept, and the ones that fall short. If you want to build a brand that lasts, start by creating a culture that listens. Invite feedback. Give your people a seat at the table.

   
   

   One of my favorite mentors of all time, Richard Hammett, at HCA Healthcare, would say, “Have a CEO mentality.” He is spot on! Help your team take an appropriate level of ownership of day-to-day decisions so they can enhance the experience and feel personally responsible for the company or organization’s success.

   
   

   When your internal values and external promises align, you don’t just stand out; you stand apart. When your people live the mission from within, your culture becomes one of your most powerful marketing tools. Remember, before the world can believe in your brand, your team has to believe in it.

   
   

4. Be a Standout Experience, Not Just a Product or Service – Just like the “why” and the “who” are important, the “what” and the “how” are also differentiators. Jesse Cole says it best: “Stop standing still. Start standing out.”

   
   

   The Savannah Bananas don’t just play baseball — they redefined it. They don’t just sell tickets, they sell joy. The Bananas took a beloved American pastime and transformed it into something entirely new. Fans who have never watched a single inning of baseball now show up for the vibes. By flipping tradition and creating their own rules, they stopped competing on baseball’s terms and started owning their own category.

   
   

   The “what” they offer isn’t just a baseball game; it’s a one-of-a-kind experience of joining a fandom like no other. From choreographed dances to audience participation, every moment and “how” they deliver it is designed for memory-making. And it works because every bold choice they make reinforces their identity – it is anchored in their “why” and their “who.”

   
   

   By creating their own category and owning the experience in an unforgettable way, their brand can’t help but stand out. Instead of asking, “How do we do it better?” the Bananas asked, “How do we do it differently?” That mindset is how enduring brands are built. In a marketplace flooded with lookalike brands and soundalike messaging, especially in the age of AI, it is important to understand how you can stand out while also committing to building an emotional connection with your brand. Sometimes you must stop trying to win at the same game the same way as everyone else and start understanding what makes you the ultimate MVP.

   
   

5. Prioritize Brand Consistency - The Savannah Bananas use bold visuals, memorable characters, playful storytelling, and a cheeky tone across every platform. They nod to baseball’s nostalgic past but reimagine it with modern energy and intentional design. From Jesse Cole’s bright yellow suit to the team’s electric color palette and lively presentation, their identity is unmistakable, and the Bananas never waver from it.

   
   

   Consistency is one of the most powerful tools in brand building because it creates trust. When people know what to expect, they’re more likely to believe in your message, come back for more, and share it with others. Banana Ball fans don’t have to wonder what the experience will be; they can feel it before they ever step through the gates. That kind of clarity and dependability is the hallmark of a strong brand.

   
   

   No doubt, the Bananas leverage brand consistency by using an essential tool in a brand’s toolbox – a well-defined brand style guide. It keeps every touchpoint —from digital posts to printed materials to team uniforms —in alignment with one voice and one visual story. That unity doesn’t just appear polished; it makes the brand recognizable and memorable.

   
   

   In a crowded marketplace, consistency becomes your amplifier. Whether your brand’s “bright yellow suit” is a tone, a design language, or a signature way of serving customers, embrace it fully. When your look, message, and behavior work together, your audience identifies you instantly, and over time, that recognition transforms into lasting loyalty.

   
   

6. Build Your Own Stage – Brands can’t rely solely on earned or paid media to tell their story. The Savannah Bananas are masters of owned and shared channels. From their official platforms to their players’ personal accounts, they control the narrative through relentless social content, behind-the-scenes storytelling, and genuine fan engagement. In today’s landscape, waiting for others to tell your story means missed opportunities and possibly losing control of the message.

   
   

   Traditional media remains a valuable partner (yes, reporter friends, I still love you—and press releases are certainly an important factor in building AEO), but it should be just one part of a broader communication ecosystem, not the entire plan. Modern brand strategy demands ownership. That means building a team —internal or agency —dedicated to creating, distributing, and amplifying your message with consistency and intention. Update your channels regularly. Post with purpose. Use storytelling to humanize your brand and analytics to sharpen it. Use video, social interactions, and your website to keep your audience close, while engaging in shared spaces to build community and advocacy.

   
   

   Authentic engagement is the currency of today’s marketplace. When brands connect genuinely – responding, sharing, celebrating, and listening – followers turn into fans, and fans turn into advocates. Meaningful interaction sparks organic shares, influencer partnerships, and digital word-of-mouth that can travel faster and further than any paid campaign (though it is good —and often still necessary —to have a paid digital strategy to help amplify reach).

   
   

   Sometimes, a single comment, share, or tag is the endorsement that drives awareness or even closes a sale. The brands that win today are the ones that publish with the same discipline and creativity once reserved for media outlets, but with the authenticity only they can own. Your story is your greatest asset. Don’t rent the stage—build your own (stage) and fill it with fans who can’t wait to tell the world about you.

   
   

7. Measure What Matters – The Savannah Bananas don’t measure success by traditional scoreboards. They focus on what truly reflects their brand promise—joy, connection, and loyalty. Their metrics aren’t just about ticket sales or follower counts; they’re about fan delight. In brand strategy, it’s not enough to track standard KPIs like impressions, clicks, or reach. Those are important, but they only tell part of the story.

   
   

   The most successful brands balance quantitative data (what’s measurable) with qualitative insight (what’s meaningful). The Bananas monitor engagement, repeat attendance, and social shares, but they also pay attention to laughter in the stands, smiles in the crowd, and the stories fans tell after the game. Those emotional signals reveal a brand's true health.

   
   

   Vanity metrics can make a dashboard look good, but they rarely guide long-term growth. Instead, measure loyalty, sentiment, and advocacy, the outcomes that build lasting relationships. Surveys, testimonials, and social listening can capture how your audience feels about your brand in ways spreadsheets can’t. And yes, gut instinct still matters. The best brand leaders combine data with intuition, using analytics to inform decisions and empathy to interpret them.

   
   

   When you measure what truly aligns with your mission – not just what’s easy to count – you stay grounded in your why and connected to the people who make your brand thrive.

   
   

8. Support Causes Authentic to Your Story - The Bananas’ commitment to purpose doesn’t stop on the field. Inspired by foster families they met throughout their time leading the Banana Ball enterprise, the Coles made the life-changing decision to become a foster family themselves — and from that, Bananas Foster was born.

   
   

   Bananas Foster celebrates and supports the foster care community while inspiring others to get involved. The Coles’ personal connection makes the effort meaningful, and their authenticity makes it powerful. When your brand supports causes that naturally align with your “why” or your brand’s story (in this case, the founders’ "why"), your audience feels it.

   
   

   Purpose-driven partnerships deepen trust, strengthen emotional connection, and demonstrate that your values are more than words on a website. Authenticity creates credibility, and credibility builds loyalty. On the other hand, brands that jump on trending causes to cover the bases or shift with every social or political wind risk alienating the very audiences that they serve.

   
   

   Community engagement isn’t about checking boxes; it’s about living your brand values. Be intentional. Choose partnerships and values that represent who you are and what you stand for, then commit to them. You may not make fans of everyone, but you will at least gain the respect of reasonable opponents.

   
   

   A well-grounded community engagement strategy generates good press, goodwill, and stores up reputation management points, but it should be about more than that. When the connection is deeper, it matters more over time.

   
   

9. Keep the Momentum Rolling - A brand rollout isn’t a one-day event; it’s a living evolution. The Savannah Bananas prove that better than anyone. What started as one small team has grown into five, with national tours, international attention, and fans who stay invested year-round. They built momentum through constant creativity — new experiences, fresh storylines, and meaningful partnerships that expand their reach without diluting their identity. 

   
   

   When the Bananas announce a tour, it’s not just a press release — it’s a multifaceted digital and physical event. They collaborate with venues, leverage partner audiences, and generate excitement that spreads faster than a feral ballpark sibling who convinced an unsuspecting bystander to buy them something at the concession stand. 

   
   

   Keep your audience engaged with ongoing updates, behind-the-scenes content, and authentic touchpoints that reinforce your “why.” Their energy never fades because they never stop creating moments worth talking about. Internally, train your team to live the brand so every interaction feels on message. Brand momentum is earned through consistency, storytelling, and innovation. A successful rollout is not the end of the game, but the start of the next inning. 

The legendary growth of the Savannah Bananas brand reminds every executive in the lineup that brand strategy is more complex and much more meaningful than announcing a logo. Jesse Cole encourages businesses to “stop chasing customers and start creating fans!” When the stakes are high, going bananas for brand strategy helps you load the bases, rally your team, and score the runs that don’t just win the game – they win fans for life.

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If you are a start-up or an established brand struggling to gain traction, we invite you to reach out to our brand strategists for a consultation and experience what it’s like to work with ADELE.

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