Should You Create a Brand Mascot?

Remember when brand mascots like Tony the Tiger and Ronald McDonald frolicked across cereal boxes and TV screens, bringing our favorite brands to life? Fast forward to today, and many businesses have evolved their branding, often opting for sleek, minimalist designs.

But that doesn’t mean the era of charismatic brand mascots is over! There’s still a place for these memorable characters in modern marketing (just look at our very own Stanley the Stickerilla). It just depends on your industry, marketing goals, brand identity, and message. 

Let’s explore the value of brand mascots for today’s businesses and key considerations that can help you decide whether creating a mascot is the right move for your own small business. 

What is a Brand Mascot?

Brand mascots are fictional characters that companies use to represent their brand in advertisements and marketing campaigns. Brand mascots range from animals like Froot Loops’ Toucan Sam to human figures like Mr. Clean. Other times, brand mascots take the form of creatures with anthropomorphic features, like the Pillsbury Doughboy. 

Brand mascots are more than just whimsical characters. They embody a brand’s identity, essence, and even the values of the company they represent. Brands use mascots to differentiate themselves in a crowded market, offering a unique, engaging way to communicate and connect with their audience.

What’s the Difference Between a Brand Logo and Brand Mascots?

A brand logo serves as the visual cornerstone of a company’s identity, typically using a unique design or symbol to represent the brand. On the other hand, brand mascots personify the brand, bringing it to life through character and personality. 

Which brand are you more likely to trust and remember: one with a friendly face and relatable personality or one represented solely by abstract shapes and text? The difference lies in the emotional connection mascots foster with the audience.

Are Brand Mascots Effective?

Recent studies suggest a resounding "yes." Brand mascots have been proven to amplify customers’ emotional response by up to 41%, which can positively impact your brand positioning and the effectiveness of your messaging. 

Also, three-quarters of consumers say mascots have some kind of influence over their purchasing decisions. If these numbers don’t convince you that brand mascots are worth it, we don’t know what will!

Is a Brand Mascot Right for Your Industry?

Just because a brand mascot is effective, doesn’t mean your particular business should have one. Before you adopt a mascot, you have to decide whether it makes sense, given the nature of your industry and the message you wish to convey. 

Mascots are staples in sectors like fast food and pre-packaged goods in which playfulness is celebrated. For businesses like breweries and quick-service restaurants, mascots offer a unique brand touchpoint and help set you apart from the crowd.

On the other hand, the presence of brand mascots in more serious settings, like table-service restaurants or high-end luxury stores, is far less common. So, if you work in an industry where seriousness and professionalism are paramount, a brand mascot might stick out like a clown at a black-tie event. Before investing in a mascot, do your due diligence and make sure it’s the right move for you.

Benefits of Using Brand Mascots

Using brand mascots offers your brand a number of benefits. Let’s take a closer look:

1. Brand Recognition

A mascot serves as a memorable emblem that can make your brand instantly recognizable. You can’t hear “Mickey Mouse” without thinking of Disney, for example. 

2. Emotional Engagement

Mascots can evoke feelings and create emotional bonds with consumers that make your brand more relatable and approachable. It’s a lot easier to elicit those feelings with an adorable or quirky mascot than it is with just a logo.

3. Merchandise Opportunities

Remember the Coca-Cola polar bears the company used to put on merchandise like plush toys and holiday decorations? Mascots open up many avenues for branded merchandise, which can be a significant revenue stream and marketing tool. If you own a brewery or restaurant, consider using your brand mascot to decorate merchandise like magnets or even your growler labels.

4. Differentiation From Competitors

In a sea of companies selling similar products, a brand mascot is a distinctive flag that captures attention and loyalty. The funnier, more relatable, or cuter your mascot is, the more it will help you stand out from the competition.

Bring Your Brand Mascot to Life With Stomp

Given the range of choices consumers have for any single product, differentiating your brand and building an emotional connection with your target audience has never been more important. Brand mascots are an effective way to accomplish those goals while adding a dash of fun and creativity to your marketing.

Whether your business is represented by a cuddly spokespuppy or a fire-breathing dragon, Stomp is here to help bring your mascot to life. Once you’ve got your mascot design down, you can sport it on a variety of Stomp’s customizable products, from stickers to magnets. Whether you're aiming for whimsy, wisdom, or anything in between, our user-friendly design tool helps you bring your mascot dreams from concept to reality. 

Design custom products that help your brand mascot shine.

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