Importance of Mascots and How to Choose a Memorable One for Your Brand

If you have a company, business, or a product, having a mascot is definitely an effective choice if you want to leave an impression on your target market. This is an excellent branding element that helps you become more unforgettable. Mascot costumes can be in a form of an animal, an object, or a person; these spokescreatures let people identify, recall, and understand your products and services in a creative and efficient manner. Unlike spokespeople, mascots don’t age, die, or betray you. Thus, they can represent your brand for a lifetime without any trouble.

How do they Make People Remember your Name?

The American Family Life Assurance Company (AFLAC), a small insurance firm in Columbus Georgia, is a great example of this case. Since AFLAC is hard word to pronounce, their audiences were having a difficult time remembering them. Thus, word-of-mouth advertising didn’t click at all. Because of this, the company decided to incorporate a duck mascot in their business. They chose this since AFLAC sound like “quack quack”. After some time, the results they got were phenomenal. They noticed that there was an increase in their profits, and the brand recognition was successful.

Another example is GEICO, the acronym for the Government Employees Insurance Company. The firm chose a gecko as their mascot because the animal sounds the same as their acronym. They paired the gecko mascot with a slogan, and it was successful! In just two years, the company’s profits skyrocketed big time.

How to Choose a Memorable Mascot for your Brand?

Your mascots will do well with other branding methods like including jingles, logos, slogans, and names. However, keep in mind that if your mascot is not properly designed, a lot could go wrong, and it might not work out well for you. In choosing a mascot, these elements should be easily remembered and understood by your target audience:

  • Name: Your mascot name should be in connection with your brand name. Pick a mascot that will easily make people link the two. (Budweiser Frogs, Jack-in-the-Box, M&Ms)
  • Benefit: Mascots should let people instantly think about the benefit they’ll get when they purchase or acquire your products and services. (Brawny, Mr. Clean, Mrs. Butterworth, Tony the Tiger)
  • Product: Choose a mascot that will directly let people know what you’re selling. (Dancing Raisins, Elsie the Cow, Michelin Man)
  • Target Audience: Pick a mascot that is appropriate for your target audience. It is ideal that your audiences will be able to relate to the personality of your mascots. (Buster Brown, Trix Rabbit)
  • Relationships: Establish a relationship amongst your mascots and consumers; one that will instantly build a connection to the audience. (Betty Crocker, Budweiser Clydesdales, Pep Boys)

Today, mascots are now considered as an essential tool for branding. In fact, according to a recent statistical record, brand mascots are 22.2% much more effective than celebrities and other influential spokespeople. Thus, use this to your advantage and see the magic.