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Mascots: who are they and where are they from

In almost any American sports film, you can see a mascot - a life-size puppet, for example, in the form of a bear, cheetah or eagle. These lucky characters are called mascots. And once they were the hallmark of only sports teams. With the development of advertising, characters began to appear in large companies as branded personas. But why do companies spend money on developing and creating mascots?

6 reasons why companies create mascots

The character reflects the target audience of the brand, therefore it acts as an effective intermediary between customers and the product / service. No, no, this does not mean that the ideal battery buyer is a rabbit, and Android is looking for green robots as its users. Mascot communicates the values, behavior and motives of the target audience, and is not an impersonation of someone from real people. Companies order the development of a corporate character because he can help a business:

1. correctly position the product on the market;
2. distinguish the brand from competitors;
3. increase loyalty;
4. increase user engagement;
5. form the correct algorithm for using a product or service;
6. segment your audience when creating multiple characters.

But why can't you just think of a character out of your head?

An ordinary talisman will not work

For example, it is not a fact that a bear will become a successful branded character at a car service, and a fairy at a beauty salon. In order for the mascot to give a result, you need:

1. carefully analyze the target audience: its motives, pains, objections, etc .;
2. understand how many characters it takes to establish a stable relationship with the audience.

Based on your research, characters can be categorized not only by number, but even by gender. Only after analyzing the audience, you need to start developing a collective image - your mascot.

Where to order the development of a corporate character

Various web studios are engaged in this. For example, our studio WEB.Cat has extensive experience in creating mascots. You can see on our channel a mini-gallery with examples of corporate characters for a coffee chain. By the way, now we are holding a special offer: when ordering website development, a corporate character or design is a gift. You can check the full terms of the offer with our specialists.