Having a character or mascot to represent you in front of the public can have several advantages. Here’s a few:
1. Increased brand awareness. A good mascot is memorable. If an appealing character can work its way into the public consciousness, it will become an instantly recognizable symbol for a product. When you look at the Geico gecko you immediately think of Geico. You see the Pillsbury dough boy and think of gooey chocolate chip cookies. The company logo is barely an afterthought. The mascot says it all.
2. A friendly image. An likable character can instantly create a positive connection with your potential customers. If the mascot is entertaining and memorable, chances are people will make a positive connection with your brand. It’s much harder to do that with just a logo.
3. Mass appeal. A good mascot can appeal to a wide demographic, across many age groups and backgrounds. It can even transcend languages and cultures.
4. Lucrative licensing opportunities. If a mascot really becomes popular, it opens the door for all sorts of profitable merchandise (clothing, toys, etc.) that can make you money while at the same time raising awareness of your product. Mars Inc., the makers of M&M’s, recently opened an entire M&M’s retail store in New York City, thanks in large part to the popularity of their cartoon mascots.
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