The 5 missions of a mascot
Humanize your brand or target a new audience: the mascot meets your needs
What are the 5 missions of a mascot?
To design a mascot that perfectly meets your expectations, it is crucial to clarify its mission. Indeed, it's this mission that motivates the creation of a mascot for your company.
Targeting a new audience
Building customer loyalty
Strengthen my brand image
Stand out from the competition
Humanizing my brand
1.
How to target a new audience with a mascot?
To effectively reach a new audience, it's crucial to offer them an image that resembles them and naturally captures their attention. Designing a mascot that incorporates codes specific to this audience, such as generational or cultural references, represents an excellent wink in its favor. This mascot then becomes the new privileged link between you and your target audience.
Your brand image can therefore be built around this mascot, but also around the tone and language you choose to use around it.
Why not seize this opportunity to enrich your communications and establish a real connection with your new audience?
2.
How to build customer loyalty with a mascot?
Building customer loyalty can sometimes be complicated. Creating a mascot is the ideal solution, as it humanizes your brand by giving it a strong identity. In this way, your brand will be more easily remembered: a mascot can improve recall by up to 40 % compared with traditional communication, for example.
In the long term, your customers will be able to identify your brand more easily and will be more likely to come back to you.
Let's take a concrete example: building customer loyalty through gamification, for example by offering a points or rewards system. Every step of the way, your mascot accompanies your customer, whether on your website, on your social networks or even directly at your point of sale. This mascot will become a real point of reference for your customer, reinforcing the emotional link between your brand and their needs. It's a powerful psychological lever for stimulating commitment and loyalty.
3.
How can a mascot reinforce your brand image?
Establishing a solid, easily identifiable brand image starts with a clear, distinct position. Having a mascot is an excellent way to materialize this position, as it offers a more direct and personalized experience for your customers.
With a mascot, you establish a stronger emotional bond with your audience, This makes it easier for them to identify with your brand, and strengthens their loyalty over the long term. This personalized approach makes your communication warmer, more human and more unforgettable.
4.
How can a mascot set you apart from the competition?
To stand out from your rivals, it's crucial to adopt clear, coherent and easily recognizable communications. Today's market is increasingly competitive, requiring a more sophisticated and thoughtful approach.
Modern consumers are also more attentive to a company's vitality. In their subconscious, a brand that communicates regularly is perceived as active, present and trustworthy. In the event of a problem, it's easier to imagine that they'll be able to provide an answer, which is extremely reassuring.
In this context, the mascot plays an essential role. It becomes a living symbol of your company, embodying your presence, values and commitment. It reinforces the sense of proximity and reliability that can make all the difference to the competition.
5.
Why humanize your brand with a mascot?
Today, there are two main ways to humanize your brand:
- The first is to embody it directly, through team members expressing themselves in front of the camera, for example on social networks.
- The second, though more indirect, is just as effective: adopting a mascot. This allows for a slightly different kind of communication, less direct but just as unifying.
In France, mascots generally enjoy a good reputation: they're seen as funny, endearing, benevolent and above all, they appeal to everyone. Their strength lies in their ability to cross generations. Every generation of consumers has been influenced by a mascot: whether it's the Laughing Cow, the Michelin Man, or more recently Duo, the Duolingo owl. The mascot is one of the true communication assets of the 21st century. They evolve with the times, adapting to new technologies and, above all, to new consumer habits and expectations. To conclude, it's a modern, lively and powerful tool for establishing a lasting bond between a brand and its audience.