Infuse Your Brand with Personality

Jun 28, 2023 | News

Creating a brand character is a time-tested way to connect customers with brands. Who can forget the Pillsbury DoughboyTM, Mr. Clean ® , or the Michelin Man? When done right, brand characters reinforce the features, benefits, and personality of a brand.
What do Brand Characters Represent?

A brand character is built on an insight or strategy that helps differentiate a brand from its competitors. There are different ways to do this:

 

  • Characters who are the spokesperson of the brand (example: Mr. Peanut® who represents the high-quality Planters® brand)
  • Characters who represent the primary benefit
    of the brand (example: Mr. Clean® who represents the efficacy of the brand)
  • Characters who represent the problem the
    brand solves (example: the “What-If” character created to promote Impax Laboratories’ epinephrine auto-injector) symbolizes the many unforeseen triggers of life-threatening allergic reactions
It Pays to Create a Memorable Brand Character

Brands that promote using a brand character strengthen their messaging and communications across platforms, increase profit and share of voice, combat short-termism, and facilitate stronger brand engagement across the board:

 

  • Brands with long-term campaigns featuring a character increased market share an average of 39.2% compared with 29.7% for brands that did not*
  • Brands with long-term campaigns featuring a character increased profits an average of 34.2% compared with 26.2% for brands that did not*
  • New customer gain for brands featuring a character increased an average of 40.9% compared with 32% for brands that did not*
Connecting Your Customers to Your Brand

There’s also an art to creating brand characters, which usually requires multiple creative iterations to optimize the final character. If animated, such as in social media or video, a brand character can be reinforced with a sound effect, music, or a visual effect. All this makes the brand character more memorable and connects the customer to the brand experience.

In many cases, brand characters are well suited for healthcare promotion. They can dramatize a problem the brand can solve and depict product benefits in a friendly way. Illustration and animation can help simplify complex medical issues for both professionals and patients.

At REALITYRx, we’ll help you create a brand character that grows brand awareness, “humanizes” your brand’s story, and creates a connection with your customers. Find out how REALITYRx can help bring your brand to life. Contact us today.

*Data from a research-based white paperon the effectiveness of advertising with characters by Technicolour Creative Studios company, the Moving Picture Company (MPC).

*https://www.campaignlive.co.uk/article/brand-mascots-will-send-profits-emotional-connection-soaring/1728203