A lot of people across the world are visual learners or generally prefer visual stimuli over anything else. This is why apps like TikTok and Instagram are highly preferred, especially among Gen Zs. This is because visuals are more intriguing, telling a more compelling story faster than the written word. Therefore, when brands incorporate more visual appeal to their brand, it allows the brand to reach the right target audience while communicating their brand identity without the use of words.
Aside from logos being the main visual identity of a brand, brand mascots are also a great component to add on to your branding. They make your brand appear more consumer-friendly while communicating your brand’s personality to, as mentioned earlier, attract the right audience. In this blog, we’re going to learn about how a brand mascot can significantly improve your brand and potentially enhance brand engagement.
What is a Brand Mascot?
A brand mascot is a personified character that a brand creates to represent them or a particular product they’re launching. Brand mascots have been around for years, being a strong strategy to attract more people. A good mascot is generally an easier way to represent its brand in terms of their brand identity and messaging. On top of that, since there are limitless unique brand identities, there are different types of brand mascots you can select from, no matter what you want your representation to be. Before we get into those types, allow us to explain why a brand utilises mascots.
Why Do Brands Use Mascots?
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Enhancing Brand Recognition
Consumers are constantly surrounded by multiple brands or choices for what they need. Brand mascots provide a solution to this problem. They make a brand more identifiable and distinguishable. Think of Ronald McDonald, Mickey Mouse or the M&M characters – these mascots are so iconic that they instantly bring their respective brands to mind. This enhanced recognition can be a game-changer in a world where consumers often make split-second decisions about which brands to engage with.
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Emotional Connection
What most brands aren’t aware of is that emotions play a pivotal role in consumer decision-making. Brand mascots have the unique ability to evoke emotions and help consumers form a personal connection with the brand. When consumers feel emotionally attached to a brand, they are more likely to remain loyal customers. For example, the jovial Ronald McDonald elicits feelings of joy and happiness associated with McDonald’s. The mascot regularly appears, especially during events and they get to interact with their audience, especially kids, which adds on to the joy and happiness.
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Storytelling
Storytelling is a powerful tool in marketing, and brand mascots are excellent storytellers. They can convey the brand’s story, values, and mission in a creative and engaging way. By giving a face and personality to the brand, mascots make these stories more relatable and memorable. This storytelling aspect is particularly valuable in today’s world, where authenticity and brand narrative are highly regarded.
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Versatility
Brand mascots are versatile brand ambassadors. They can be applied to various marketing materials, from advertising campaigns to social media. Whether they’re starring in a TV commercial, appearing on social media profiles, or being part of an email marketing campaign, mascots can seamlessly integrate into multiple platforms, consistently reinforcing the brand message. Speaking of which, this brings us to:
Where Can a Brand Mascot Be Applied?
As mentioned, brand mascots are not limited to a single platform or medium. They can be integrated into various aspects of a brand’s marketing strategy:
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Product Merchandise
Mascots can be plastered on any physical products such as t-shirts, mugs, and toys, turning these items into merchandise that fans want to collect and display proudly. A lot of brands such as Disney, Nintendo and more have done this, making their merchandise highly-desired collectibles.
Source: Disneyland merchandise @www.wdwinfo.com
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Digital Media
We’re living in the digital era and brand mascots are essential for enhancing the online presence of a brand too. They can be featured in social media profiles, starring in advertising campaigns, and incorporated into website design to create a cohesive and engaging online experience. For example, we also created our own WhatsApp stickers as you can see below the image. By creating our own WhatsApp stickers, we extended our brand’s reach and engagement. Continuing this approach allows us to further connect with our audience on a personal level, fostering stronger relationships and reinforcing our brand identity in a fun and interactive way.
Our WhatsApp stickers
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Marketing Materials
Mascots can also be present in traditional marketing materials such as brochures, posters, and email marketing campaigns. This not only adds a touch of familiarity but also makes the brand’s message more memorable.
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Events
Bringing a mascot to life at trade shows, events, and promotional activities can be a tremendous crowd-pleaser. It provides a tangible and interactive way for consumers to engage with the brand.
Source: Foodpanda @vulcanpost
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Mobile Apps and Games
Since most of our lives are within our smartphones, mobile apps and games are powerful tools for engaging users. Integrating a brand mascot into these platforms can make the user experience more enjoyable and enhance brand engagement.
Source: Duolingo App
Types of Brand Mascots
Brand mascots come in various forms, each with its own unique appeal and characteristics. Here are five common types:
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Animal Mascots
Animal mascots, such as Kellogg’s Tony the Tiger or Jollibee’s mascot, are widely recognized and beloved for their charming qualities, especially by children. Both Kellogg’s Frosties and Jollibee want to appear fun to attract a younger audience, and it works!
Source: JOLLY Wiki
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Human Mascots
Human mascots, like Ronald McDonald or Monopoly’s mascot known as “Rich Uncle Pennybags”, give a friendly and approachable face to a brand, making it more relatable and welcoming to consumers.
Source: Forbes
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Object Mascots
Some brands opt for object mascots, turning everyday objects into memorable brand representatives. A very good example is MR D.I.Y.’s hammer mascot. It represents their brand as a hardware store, making it easily recognisable and memorable.
Source: MR D.I.Y. on Facebook
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Character Mascots
Character mascots often resonate with the character’s target audience. For instance, Disney’s Mickey Mouse or Pokemon’s Pikachu are characters that most people associate with the brand, making them the most recognisable and likeable characters that attract their target audience.
Source: Twitter
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Team Mascots
Team mascots, frequently used in sports marketing such as Malaysia’s own Harimau Malaya, symbolise not only a team but also its community and values. This tiger can be seen on posters, jerseys, events and more.
Source: Twitter
When Does a Company Need a Brand Mascot?
Brand mascots aren’t a one-size-fits-all solution. They are most beneficial in specific aspects of your brand, including:
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Brand Identity Development
When a company aims to strengthen its brand identity and make it more memorable, a brand mascot can be a powerful asset. It provides a consistent and recognizable face for the brand.
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Brand Revamp or Relaunch
During rebranding or relaunch efforts, a mascot can signify the change and breathe new life into the brand. It serves as a symbol of transformation and a fresh start.
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Niche Markets
In industries where competition is fierce, a mascot can help a brand stand out and connect with a specific target audience. It’s particularly effective in niche markets where building a distinct identity is crucial.
How to Choose and Create a Brand Mascot
Choosing and creating the right brand mascot is a critical process. Here are the steps you can follow:
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Define Brand Personality
Identify the core values and personality traits that the mascot should convey. It should align with the overall brand message and resonate with the target audience.
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Audience Research
Understanding the preferences and interests of your target audience is key to creating a mascot that will appeal to them. Conduct market research to gather insights that can inform the mascot’s design and personality.
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Design
Collaborate with professional designers to create a mascot that aligns with your brand’s identity and appeals to your audience. The design should be distinctive, memorable, and versatile for use across various platforms.
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Storytelling
Develop a backstory and characteristics for the mascot that support your brand’s message. The mascot’s story should be compelling and consistent with the brand’s values and mission.
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Test and Iterate
Gather feedback from focus groups or surveys and make any necessary adjustments to the mascot’s design and personality. It’s crucial to ensure that the mascot resonates with your audience and effectively represents your brand.
Let’s Wrap It Up
A brand mascot isn’t just a fun character to represent the brand. It provides so much more in terms of brand awareness and engagement. Since it’s a good strategy to communicate your brand identity and attract the right audience, it directly enhances your brand engagement. Right audience equals a loyal and valuable consumer base. Therefore, if it suits your brand, consider introducing a mascot! If you’re having trouble with deciding what mascot represents your brand and its values, then that’s where we come in. Our expertise in branding, digital marketing and design can definitely help in pinpointing what accurately represents your brand. Just give us a call for a FREE 1-Hour Consultation!
Need a memorable brand mascot? Give us a call today!