Whether it’s an avatar, a spokesperson, or a caricature, mascots are the stars of every business identity. These fun characters help businesses show off their personalities.
Like Colonel Sanders or Ronald McDonald, McDonald’s ever-smiling clown. These iconic mascots are like a catchy jingle stuck in your head. Companies love them because they’re easy to spot and easier to remember. But why exactly do audiences go gaga over mascots? Let’s dive in!
What’s a Brand Mascot?
It’s a talking character with personalities and values. It takes many forms, like an animated object, a person, an animal, a cartoon character, or even a shape. Regardless of its appearance, a mascot’s primary role is to embody a brand’s identity and set it apart from others.
In marketing, a mascot is more than an addition; it plays a crucial role in representing the company’s identity and promoting its products or services. Every aspect of the mascot—from its communication style and appearance to its actions—should mirror the brand’s values and personality. The mascot should appeal to both audiences for its fun and uniqueness and adults who find it familiar and memorable.
Read More: Decoding Iconography in B2B: Unraveling the Threads of Branding in a Sea of Symbols
Spice Up Your Brand: How a Brand Mascot Can Energize Your Brand
Check out why having a brand mascot can do amazing things for your brand identity.
Create a strong emotional tie with the audience.
Brand mascots and characters can boost profits and create stronger emotional connections with customers by up to 41 percent.¹ Why? They tap into our natural tendency to relate to objects, giving non-human things human-like qualities.
Humans are wired to see the world through a human lens. We enjoy giving animals and objects human traits because it helps us emotionally connect to them. When mascots have similar traits, we can easily understand and connect with them.
Mascots provide a trusted face to an otherwise anonymous business. They infuse personality and emotional appeal. They become living symbols that consumers naturally bond with and transform brands into relatable entities.
Read More: Authenticity in Marketing Communications: What Happens When You’re Not Authentic?
Establish a unique and easily identifiable character.
Mascots help your audience remember you better than other competitors. Seeing your mascot triggers instant recognition because of how our brains work, which helps people remember you over time. The best mascots help companies create a special, easy-to-spot personality for their brand. When used effectively, mascots become more recognizable, helping to spread messages
Get the audience involved in a conversation.
Mascots that form quick connections with the audience are more likely to motivate them to join in conversations. Unlike plain logos and anonymous corporate representatives, mascots actively encourage people to participate in brand-related activities.
However, your audience should feel as if your audience is talking to an actual person. Don’t make it dull or robotic, otherwise it might bore people and make them lose interest. Think about Wendy’s snarky attitude or Coco the Monkey from Coco Pops. He’s energetic, and playful, making him the ideal mascot for showing how exciting and tasty Coco Pops cereal can be.
Timeless Treasures: How to Create an Iconic Brand Mascot
When creating a mascot to promote your business, remember some basics. Here are brand mascot ideas.
Think about your audience.
Who is your business attracting? Your mascot design should align with your target audience. For example, your mascot should reflect professionalism and reliability if your business is in the staffing industry, dealing with professional services and job placements. A playful character might not be the most suitable choice for your needs.
Select the appropriate character.
Choosing the right character is important for reflecting the exact feel of your brand. Consider which types of mascots align with your business. Play around with different mascot design ideas and choose one that best represents your brand identity.
The most popular mascots often include animal and human characters to represent real people. KFC uses its founder, The Colonel, while Duracell uses animal mascots in the form of Duracell bunny to show how fast and long-lasting their batteries are.
Customize it according to your brand values.
Once you’ve chosen the brand character type, consider giving it a personality. Make the mascot unique so that people can connect with it. You should understand your mascot’s personality and what it enjoys or doesn’t like. Define its personality based on your brand’s goals, vision, and values. Since it’s representing you, mascots should match your brand personality well.
For instance, your organization might use an approachable human character to symbolize a commitment to helping people find jobs and clients find candidates.
Take, for instance, Job Jake. He is a friendly and helpful character dressed in professional attire with a suit and tie. His welcoming demeanor and professional appearance reflect qualities that job seekers value when seeking support to advance their careers: credibility and dependability
Read More: Your Values Are Important: Here’s What They Do For Your Brand
Match the mascot with your brand’s visual identity.
Make sure your mascot matches your brand’s visual style, like your logos and website. Your brand already has its colors, fonts, symbols, and so on, so make sure your character fits in perfectly with them.
If your brand caters to corporate clients and projects a professional brand image, opt for a design that shows professionalism and avoids overly bright or playful colors, which might not resonate well with your target audience.
Choose the feelings or emotions.
Consider the tasks your mascot will perform. Will it be working on a computer, answering phones, or engaging in industry-relevant activities?
Next, ensure your mascot expresses the right emotions. Opt for positive feelings like confidence, friendliness, enthusiasm, and professionalism, which resonate with job seekers and employers. Avoid negative emotions such as frustration or uncertainty, which may not align with your firm’s supportive image.
When selecting emotions, think about your content and your mascot’s personality. Choose poses and actions that convey these emotions effectively. Remember, emotions heavily influence decision-making—about 90 percent—so ensure your mascot connects with your audience.²
Incorporating a Brand Mascot into Your Marketing Plan
Once you’ve made your mascot, use it right. Learn the best times and ways to use your mascot to make your marketing strategy even better.
Share your mascots on all your social media accounts.
Promoting your brand with mascots on social media can boost your profile. Studies show that campaigns with mascots get more engagement than those with celebrities.³ Also, using a mascot is cost-effective. Think about it; a single tweet from a celebrity endorser can cost thousands, so investing in a mascot is a one-time, affordable cost.
Incorporate mascots into your advertising efforts.
This applies to print and digital media. For example, you can customize your mascot during seasonal recruitment drives to reflect the season’s spirit, like dressing them up as a friendly ghost for Halloween.
Incorporating this themed mascot into your job postings, email newsletters, and social media campaigns can create an engaging experience for job seekers. Using the mascot in your company’s promotional materials and job fair booths can also help establish a memorable presence for potential candidates and clients.
Put your mascot on merchandise.
Selling merchandise can strengthen loyalty without spending extra money, and it can reach an audience faster than other marketing methods. Having your mascots on items like T-shirts, water bottles, or coffee mugs that you give to clients and employees could enhance your branding strategies.
LET SUCCESS AND CREATIVITY BE YOUR BRAND MASCOT WITH ALLIED INSIGHT
Look at your brand bursting with personality, turning heads, and sparking conversations. Don’t just exist—excel! Stand out, engage, and let your success story shine with Allied Insight by your side. We’ll create a dynamic, one-of-a-kind character that embodies your brand’s pioneering spirit that captivates your audience. Contact us now and breathe life into your brand!
References
- Nelson, Sara. “Brand Mascots Will Send Your Profits and Emotional Connection Soaring.” Campaign Asia, 23 Sept. 2021, www.campaignasia.com/article/brand-mascots-will-send-your-profits-and-emotional-connection-soaring/472774.
- Magazine, Psychologs. “How Emotions Play Important Role in Decision Making.” Psychologs Magazine, 31 Oct. 2023, www.psychologs.com/how-emotions-play-important-role-in-decision-making/#google_vignette.
- Maclang, Katherine ‘Makkie’. “Brand Characters Outperformed Celebs in Superbowl Ads.” DesignRush, Jan. 2024, www.designrush.com/news/brand-characters-outperformed-celebs-in-superbowl-ads.
