Brand characters, we all know them, we all grew up with them and we all like them.
Brand characters are like the “workhorses” of communication. When created properly, they become “neurologically sticky”, they command attention in the age of distraction, they create cohesion across channels and touch points and they trigger emotional responses like no other creative device. I’ve written more about the “The 6 Strategic Reasons every Brand Should Consider Using Brand Avatars” here.
More importantly, recent research shows that they are also more effective at generating new consumers, increasing market share, reducing price sensitivity and increasing profit. Further, brand characters are also shown to be more effective in growing share than “borrowed interest” assets such as influencers and celebrities.
So when does it make the most sense to use a brand character? Based on our experience and third-party research, it makes sense to consider using a brand character:
- In commoditized and low-involvement categories
- When a brand lacks emotional relevance with its customers
- When a brand is outspent by its competitors
- When a brand can’t rely on product news to keep customers interest
- When a brand lives across multiple channels
- When a brand relies primarily on social media
- When a brand is using a spokesperson
So if your brand is in any of these situations, you should consider exploring a brand character/avatar as a way to build your brand.
First The trousers is teaming-up with CharacterGlue to help curious and ambitious marketers explore the potential of brand characters as a viable creative solution for their brands and brand communication. Together, we provide an unsurpassed level of experience, expertise, and knowledge in creating brand characters that build brands and businesses.