Mascot

Contents

1. What is a mascot?
2. Who and where uses mascots?
3. Why do companies need a mascot?
4. Types of mascots
5. How to create a mascot?

What is a mascot?

A mascot (from the English "mascot") is a unique and memorable character that serves as a symbol of a specific brand. It helps emphasize the individuality of the company and creates an emotional connection with its audience. Mascots are actively used not only in sports clubs but also in commercial organizations and at international events such as the Olympic Games.

For example, the virtual assistant SberCat from "Sberbank" has become popular among users, teaching them financial literacy and entertaining them on social media. However, mascots can take various forms and images, depending on the goals and objectives of the brand.

Who and where uses mascots?

Mascots can become part of any brand, but they are especially suitable for companies that have the following characteristics:

• Young audience: Children and young people often respond to funny characters.
• Complex products: Companies offering financial services or SaaS can use mascots to explain their products.
• High competition in B2C segments: This applies to areas such as food, clothing, and hospitality, where mascots help stand out among competitors.

For example, the cheerful rabbit Quicky from Nesquik attracts the attention of both children and their parents. However, it is worth noting that mascots are used less frequently in B2B segments, as a more serious approach to customer interaction is required there.

Why do companies need a mascot?

Mascots can address a number of significant business tasks. Here are a few key benefits:

• Increased revenue: Research shows that advertising with mascots can bring in 30% more profit, impacting both young and adult audiences.
• Brand recognition: The consistent use of a character in various communications helps to remember the brand and associate it with the mascot.
• Customer engagement and retention: An emotional connection with the character fosters loyalty and trust in the brand.

For example, during the FIFA World Cup in Russia, plush toys and souvenirs featuring the wolf Zabivaka — the tournament's symbol — were actively sold, illustrating how characters can become independent sales objects.

Types of mascots

Mascots can be classified based on various criteria:

• By appearance:
  • People: for example, girl Sam from Samsung.
  • Animals: Milka the cow — the mascot of the chocolate brand of the same name.
  • Plants: Tom — the mascot of the 2016 Olympic Games in Rio de Janeiro.
  • Fictional beings: aliens, mythical heroes, and even emojis.
• By role and function:
  • Friend: encourages and entertains.
  • Expert: shares knowledge and experience.
  • Superhero: solves customer problems with the product.
  • Villain: opposes negative phenomena, such as harmful bacteria.
  • Adorable loser: evokes sympathy and a desire to help.
• By quantity: A brand can have either a single mascot or multiple characters.

How to create a mascot?

The process of creating a mascot involves several stages:

1. Study the target audience: Create a customer profile and identify their interests and expectations.
2. Analyze competitors: Look at what characters other companies use and how they are applied.
3. Invent a hero: Develop a character based on associations with your brand.
4. Define the character's appearance: Assign it personality traits, facial expressions, poses, and color schemes.
5. Visualize the mascot: Create a graphic image and, if necessary, animations.
6. Register the trademark: Ensure protection of your character from plagiarism.
7. Implement the mascot: Use all communication channels to engage the audience.

Creating a successful mascot requires a deep understanding of the target audience and a clear strategy to ensure it becomes an integral part of your brand and supports all communications.