The Power of Brand Characters: Driving Engagement and Loyalty
In the bustling world of advertising, brands constantly seek innovative ways to connect with consumers. From catchy jingles to iconic logos, various elements contribute to a brand’s memorability. However, one strategy that stands out for its effectiveness is the use of brand mascots or characters. Familiar faces like the PG Tips monkey, Aleksandr Meerkat from Compare the Market, and who could forget those risqué and playful M&M ads? They have all become synonymous with their respective brands. But why do these characters resonate so deeply with audiences, and would this approach truly work in our agricultural arena?
The Appeal of Brand Characters
Brand characters serve as distinctive additional assets, making products instantly recognisable and they also have the longevity and reliability that celebrity endorsements don’t. This is obviously evident in the case of children’s products, where cartoon characters significantly boost engagement and brand popularity. But interestingly, the appeal of brand characters isn’t limited to children. Adults, too, form strong connections with characters like the Churchill dog or O2’s mascot Bubl. This widespread appeal can be attributed to the distinctiveness theory proposed by Deshpandé and Stayman. The theory suggests that advertisements that stand out as different are considered distinctive and more memorable. Characters add a unique, human-like element to brands, making them relatable and engaging.
Effectiveness of Brand Characters
Research consistently shows that brand mascots are effective brand cues across various sectors. Its findings point to more positive consumer attitudes towards the brand and higher purchase intentions. In fact, campaigns which include brand mascots and characters can increase profit and emotional connection with customers by up to 41%, compared with campaigns that don’t. Moreover, an underdog narrative plays a significant role in consumer engagement. Characters like Sergei from Compare the Market, who is portrayed as an underdog, resonate with consumers who see reflections of their own challenges and busy lives. This emotional connection fosters brand loyalty and increases the likelihood of purchase.
Creating a Successful Brand Character
For brands aiming to achieve similar success, the key lies in developing a distinctive and relatable character.
A character that embodies the brand’s values and connects emotionally with consumers can significantly enhance brand engagement and loyalty. The combination of distinctiveness and relatability has proven to be a winning formula for many successful brands. Recently, RDP were commissioned to develop brand mascots for a client’s product, an original, memorable and humorous campaign which we’ll be excited to share with you in the near future, watch this space!
In conclusion, brand characters are more than just cute or funny additions to advertising campaigns. They are powerful tools that create emotional connections, enhance brand recognition, and drive consumer loyalty. As the advertising landscape continues to evolve, the enduring appeal of brand mascots underscores their importance in creating memorable and effective brand experiences.
