Everywhere we look we find a wide range of brand mascots that have an identifiable character, funny catchphrase or catchy jingle. Some of them we remember from our childhoods and others have just recently become prominent within the minds of consumers, but what do mascots do for brands?
By having a mascot it allows a brand to be distinguished in even the most cluttered advertising. Over the years they have served as the backbone of companies that are striving for a quality social image.
Here are some of the brand mascots that have stood out in our minds throughout time:
- Pillsbury Dough Boy
- Mr. Clean
- Tony the Tiger
- Energizer Bunny
- Ronald McDonald
- Jolly Green Giant
- Kool-Aid Man
- Chester Cheetah
- Mr. Peanut
- Michelin Man
Mascots going social
Now that these brands are established within the market, what can they do to keep up with the competition through social media? Social media platforms are great for mascot branding because it is a viral presence in the consumer marketplace. This opportunity also allows for brands to further extend their mascot’s story which can give them a louder voice with rich narrative among the target audience. For example, Mr. Clean uses Facebook to interact with his followers (360K), giving cleaning advice, telling jokes, and posting pictures and videos about himself and his followers.
Mascots add personality to a brand and personification of a product.
With the growing trend of social media, brands have been faced with the decision to put their mascots in the eye of consumers through an online profile. This can benefit a brand by gaining support of followers through the mascot instead of a specific product. It allows the mascot to be more life-like and tell the story of the company and its values with personality.
A major part of social media is developing a “voice” as a company. How a company communicates including tone and style, are all part of the voice. Having a brand mascot helps establish that voice both for those writing on behalf of the company and those receiving the message.
Creating mascots because of social media is also a growing trend. Take, for example, Strawberry Steve. He is the primary icon for Chunks O’Fruti’s social media efforts. He is located on the company’s website, but primarily as an introduction to the company’s social media efforts.
Social media brand mascots
Social media itself is a business and many companies have captured the idea of using mascots for their brands. Interestingly enough, many times these brand mascots are animals (Twitter Fail Whale, anyone?)
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