Brand mascot

The Internet has become an excellent platform for the sale of goods and services. To draw attention to a particular object, sellers use various methods. There is a unique way that will help you stand out from the rest of the proposals and organize interaction with the target audience. It’s about mascots.

What’s this?

In the advertising industry, the term “mascot” appeared relatively recently. It means a marketing tool, which is a new direction of SMM. In fact, this is a created character with specific features and representing a specific brand (company). With a professional approach, mascots become recognizable, which helps to significantly distinguish products from a number of competitors and increase sales. An example is Coca Cola’s New Year’s Teddy Bear from a fizzy drink ad. Seeing such a soft toy, many housewives automatically buy goods.

For the first time, mascots appeared in sports. There they were associated with specific teams. During breaks or during the match, disguised characters walk around the arena, hold contests, and raffle prizes. A recognizable character attracts spectators to the stadiums, because you can joke with him, play games or take pictures with him. Following the sports teams, mascots began to be invented not only by marketers, but also by large organizations. For example, the gold coin of the NoLimitWay casino or the Aflac Duck duck is the symbol of the US insurance company of the same name.

Mascots in social networks

The presented advertising method has penetrated various virtual platforms. Mascots in social networks are used for the following purposes:

  • establish a connection with the target audience through an individual style of communication, paraphernalia, gifts;
  • stimulate the desire to purchase goods or services;
  • form a high level of customer loyalty;
  • improve or simplify the level of service;
  • promote the brand.

Mascots allow you to implement a sales strategy from the first person. An example is Mr. Clean (the American “brother” of Mr. Muscle). He personally tells the target audience about the benefits of the product, demonstrates its miraculous effect, and encourages them to live clean. Communication in this form disposes the consumer to purchase the advertised products.

brand mascot

Creation rules

When designing a mascot for a brand or company, you need to take into account several nuances. Among them:

  • the introduction of “live” elements (models of behavior, features of appearance, etc.);
  • compliance of the character with the interests of the target audience;
  • associations exclusively with the advertised brand;
  • creation of the individual appearance of the hero;
  • development of the original name.

An excellent marketing ploy is the derivative name of the mascot from the designation of the brand or company. Feel free to create an individual social media profile for your character. Here you can post posts, photos, announcements of upcoming events with a mascot. A unique hashtag must be invented for the hero. Financial subsidies for account promotion should be regular.

A mascot is an effective advertising tool to increase sales and improve brand awareness. Subject to the rules of creation, the character will be able to establish effective interaction with the target audience. Special attention is paid to appearance, behavior, name. The development of mascots has been completed by many large organizations, financial institutions, and sports teams.