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Brand Stewards Should Consider Using A Brand Character/Avatar When….

by Ulli Appelbaum on April 15, 2019

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:

  1. In commoditized and low-involvement categories
  2. When a brand lacks emotional relevance with its customers
  3. When a brand is outspent by its competitors
  4. When a brand can’t rely on product news to keep  customers interest
  5. When a brand lives across multiple channels
  6. When a brand relies primarily on social media
  7. 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.


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About Ulli Appelbaum

I am an award-winning marketing and brand strategy consultant with over 25 years of experience building succesful brands around the world. I am the author of the award-winning and best-selling “Brand Positioning Workbook” and the “Brand Positioning Development Method Cards” as well as the “Aha!, The Ultimate Insight Generation Toolkit”, already used by tens of thousands of marketers and strategists around the world.

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