Imagine this: you’re going to the store to buy milk. The shelves are overflowing with similar packages, but among this standard assortment, your eyes rest on the familiar smiling face of a cow. “Aha, it’s the cow from the commercial!” you immediately recognize it. And so, without hesitation, you choose this particular package.
Congratulations! You’ve fallen victim to one of the most powerful marketing ploys – brand masquerades. But don’t be too upset! Perhaps this particular cow not only made you smile, but also helped you make the right choice among dozens of options. That’s because mascots can not only attract attention but also inspire trust in the brand.
So should companies create their own mascot? Let’s take a look at why this character can be an important part of your strategy!
What is a mascot and why is it important for a brand?
A mascot is essentially the “face” of a brand. It is a character that represents a company or product and helps to make it more recognizable and emotionally connect with the audience. A mascot can be anyone: a cute animal, a person, a fantastic hero, or even an object that comes to life. The main thing is that it should be memorable and reflect the features of your brand.
Now let’s look at why a mascot can become a real magnet for your brand:
- Memorized faster. A vivid character stays in the memory much longer than a regular logo. Think about Ronald McDonald: you met him in the park and you immediately remembered McDonald’s. A mascot is a guaranteed way to ensure that your brand is not forgotten.
- Creates emotional attachment. People feel much easier to sympathize with a character than with a regular logo. The mascot “revitalizes” the brand, turning it into something more human, evoking warm emotions.
- Universality of use. Your character can be used everywhere: on packaging, in advertising, on souvenirs, in videos for social networks. The mascot will look great both on a T-shirt and in a mobile app!
- Causes trust. If people like the character, they are more likely to start trusting the brand behind it. A mascot can become a kind of ambassador of your honesty and quality.
- Sets you apart from the competition. In a world where logos often look alike, a bright, charismatic mascot helps your brand stand out and be remembered for longer.
Sounds fantastic, right? But before you rush to order a “branded raccoon”, it is worth remembering a few important aspects of this decision.
Mascot can become not only your faithful assistant, but also an integral part of your marketing strategy that will help you build a strong connection with your audience. However, as with any tool, you should carefully consider how to use it to maximize its effect.
So, are you ready to have your own corporate pet?
Cons of using mascots
Mascots aren’t perfect. While they can be great allies for a brand, they do have their downsides that shouldn’t be ignored. Here’s what you should consider before letting such a character into your life:
- Complexity of creation
Creating a mascot that will be a real favorite of everyone is not an easy task. It requires not only creativity, but also experience, because the character should not only become recognizable, but also evoke positive emotions in different audiences. - High cost
Qualitative mascot development is not a cheap process. If you want to create an animated 3D model, the costs can be significant. This is not only money for design, but also for future maintenance and updates. - Audience Mismatch
A masquerade can be “too much” for certain groups of people. If your character looks too childish or, on the contrary, too adult, it can scare away potential customers. The main thing is to find a golden mean so that the mascot can attract the attention of different categories of consumers.
- Need to be constantly updated
You can’t just draw a mascot and forget about it. In order for a character to remain relevant, you need to constantly update it, adapt it to new trends, and develop it. Otherwise, it will quickly become “old-fashioned” and lose its appeal. - Outdating
Like any trend, mascots are subject to fashion. What looked stylish and interesting yesterday may seem outdated today. The brand needs to be prepared for this and have a plan to adapt or change the mascot if necessary.
Don’t think that mascots are a bad idea. They can be a powerful tool for a brand if you approach their creation and maintenance correctly. The main thing is to think carefully about all the pros and cons before choosing a corporate friend who will become your loyal partner for many years.
Maskot for business: Who should have it and who shouldn’t?
Masks have become popular in marketing due to their ability to create an emotional connection with the audience. But does every brand need a mascot? Let’s take a look at who will benefit the most from it, and who can safely do without this colorful character.
Who should think about mascots?
- B2C businesses
If you work in a consumer-facing sector (especially FMCG, fast food, or entertainment), a mascot can be a powerful weapon. It will help you quickly attract attention and create a memorable brand image. - Audience – children or youth
If your target audience is the younger generation, mascots can be a great way to engage them and create a friendly and fun brand face. - We need an informal brand style
If you want to make your brand more accessible and less formal, a mascot will be the perfect tool for this. It can become not just a symbol, but also a part of communication with your customers. - There are resources for character development
Mascots require time, money, and effort to create, develop, and maintain. If you have the appropriate resources, don’t be afraid to launch such a character in your marketing strategy. - Widespread use across all channels
Mascot works best when it is integrated into all brand communication channels. From advertising campaigns to social media, it can become the main symbol of your communication.
Who wouldn’t benefit from a mascot?
- B2B sector
If your business is focused on other companies (B2B), especially in areas such as manufacturing or industrial equipment, a mascot probably won’t add to your emotional intimacy or credibility. - Older or conservative consumers
If your customers are adults who value seriousness and professionalism, a mascot may look too frivolous. - Are you looking for a solid image
Maskot may not be suitable for brands that want to maintain a reputation as respectable and serious companies, for example, in legal services or finance. - Limited budget
Creating and maintaining a masquerade requires significant investment. If the marketing budget is limited, it is better to pay attention to other, less expensive methods of promotion. - No desire to maintain constant interaction with the mascot
If you are not ready to spend time creating content with a mascot, maintaining its image on social media and campaigns, it is better not to implement such a character.
But there are exceptions!
Not all rules work strictly. Take Geico, for example, which uses a gecko in its advertising. It seems like where is the insurance and where is the lizard? However, this mascot has become a symbol of the company, attracting attention and creating an emotional connection with customers. So, even if it seems that the mascot is not suitable for your niche, there is always room for creativity.
If you’re in doubt about a masquerade, just remember: if you don’t feel like investing in its development or maintenance, it’s probably best to do without it.
The most famous mascots that won the hearts of users and became brand symbols
Mascots are not just pictures or characters, they are real emotional ambassadors of brands. They are able to turn an ordinary advertising campaign into a real show, causing smiles and giving unforgettable impressions. Here are some of these characters who have become marketing legends.
M&M’s: Candy that came to life
These bright colored chocolates with their own characters are the real stars of advertising campaigns. Each character has its own unique style: red M&M is a leader, yellow is a naive optimist, and green is a stylish coquette. They seem cute at first glance, but their adventures in advertising are a whole show that always attracts attention and gives unforgettable emotions.
Mickey Mouse (Disney)
A mascot for all generations<pWhen it comes to mascots, Mickey Mouse is a true classic. For more than 90 years, he has been a favorite of many generations, changing only his images in accordance with the era. The unsurpassed charm of this character makes him an ideal ambassador for Disney, who undoubtedly remains relevant today.
Tony Tiger (Kellogg’s)
The legend of breakfast.“They’re preeeeeefect! ” – this slogan became a hit back in the 50s. Tony the Tiger, the mascot of Frosted Flakes, has become a real icon among breakfast lovers around the world. Thanks to his energetic and charismatic appearance, he is not only associated with the brand, but also inspires generations of parents and children.
Bibendum (Michelin)
A symbol of reliability that never gets old. The fluffy man made of tires is one of the oldest and most recognizable mascots in the world. His appearance in 1898 marked the beginning of Michelin’s great advertising history. And even more than 100 years later, Bibendum remains a symbol of quality and durability, inspiring trust among millions of drivers.
Owl Duo (Duolingo)
A mascot in the world of digital technologiesA modern mascot for the digital age! The green owl has become not only the face of a popular language learning app, but also an active participant in social media, creating memes, funny posts, and communicating with users. It has perfectly adapted to the online world, remaining interesting and relevant to the younger generation.
Why do mascots work?
They combine simplicity, a vivid image, and the ability to evoke positive emotions. Masks become symbols of brands, helping to create an unforgettable image. And as practice shows, the more they interact with the audience, the more loyalty they gain.
Thus, regardless of whether it is chocolates, tires, or digital applications, mascots leave an indelible mark in the hearts of their fans!
How to create a mascot that will become the face of your brand?
Imagine that you have decided that your brand needs a mascot. But how do you create an image that will not only attract attention but also be remembered for a long time? Here are some tips to help you bring your idea to life.
- Understand the purpose of creating a mascot
Clearly define why you need a mascot. Do you want to make your brand more visible and fun? Maybe your mascot should attract a new audience or emphasize the modern style of the company? The answer to this question will determine its image and character. - Study your target audience
Who do you want to appeal to? Think about which characters or heroes evoke positive emotions in your potential customers. The mascot should be such that your consumers can recognize themselves in it or associate it with positive emotions. - Capture the essence of your brand
Mascot is not just a cute creature. It should reflect the values and mission of your company. For example, if you sell organic products, it is better to choose a character that is associated with nature, rather than, say, with mechanisms or machinery. - Simplicity is the key to recognition
The simpler and clearer the design, the easier it is to remember the images. Take a look at the Twitter bird – a minimalist design, but recognizable all over the world. A mascot that looks too complicated may not get the attention it deserves. - Give your character life
Your mascot is not just a drawing. It is a creature with a story. Who is he? Where does it come from? What does he like to do? Every detail, even fictional, will add authenticity and depth to the character. - Test and improve
Don’t be afraid to show your mascot to different people and get their opinions. Does it make you smile? Does it bring up associations with your brand? This is an important step to avoid misunderstandings or mistakes. - Use it everywhere
The mascot should be an integral part of your brand strategy. It should be on your packaging, website, social media, and advertising. Use it to attract attention and create a unified image of the company.
And don’t forget: create, fantasize, and don’t be afraid to take risks! Perhaps your quirky character will become a real Internet star. Who knows, maybe it will even be a raccoon that will win the hearts of everyone!
Other options instead of a mascot
If you’re still in doubt about whether to use a mascot for your brand, here are some creative alternatives that can help make your brand more appealing, human, and memorable:
- Impressive corporate identity
Sometimes unique colors, unique fonts, and interestingly chosen patterns are enough to make a brand memorable. They can become as noticeable a business card as a mascot. - Unique brand voice
Create a special style of communication that will set your brand apart from others. A unique approach to texts and interaction with the audience can become your own “handwriting” that will be easily remembered. - Stories of real people
Why not draw attention to the real personalities of your brand? Tell the stories of your employees or satisfied customers – they can evoke much more emotions than any fictional character. - Unusual packaging
Not every brand has the courage to experiment with packaging, but such ideas can attract the eye and leave an impression. The original shape or design of the packaging can become a visual cue that your customers will remember.
- The slogan that sticks in your head
Think about a simple but memorable phrase that will be associated with your brand. Sometimes a few words are enough to make a strong impression, such as: “Got an idea? We have IKEA!”.
Each of these ideas can be an effective alternative to a mascot, helping to make the brand closer and more recognizable. The choice depends only on your courage and creativity!
Conclusion
The choice of mascots for a brand is not just a fashion trend, but a strategic decision that requires careful analysis. The question of whether your brand really needs such a character does not have a clear answer. It all depends on your business, target audience, and the tasks you set for yourself.
Mascots can be an incredibly powerful tool for attracting attention if they organically fit into the overall brand strategy and have a clearly defined role. But if its role is unclear or it doesn’t reflect the essence of your business, then it can become just an expensive fun without real return.
Before creating a character for a brand, it’s important to evaluate the pros and cons. Will the mascot help you achieve your goals? Are you ready to invest time and resources in its development and maintenance? If the answer is yes, feel free to take action.
But remember one important rule: even the cutest mascot cannot compensate for the weakness of a product or service. It can attract attention, but only a high-quality offer will be able to retain a customer for a long time.
