The Power of Character

Reading Time: 3 Minutes

Today, we're focusing on a key Distinctive Brand Asset: Characters. In just three minutes, we'll explore how characters can enhance the narrative of your brand story.

Characters often stand out from other brand elements due to their ability to generate fame and uniqueness. They personify a brand’s ethos, which holds true for classic brand characters like Mickey Mouse, Bibendum (also known as the Michelin Man), M&Ms, Ronald McDonald, Mr. Proper, Colonel Sanders (KFC), Playboy, and the Energizer Bunny, who made his debut in a television commercial in 1989 and continues to beat his drum 30 years later. Even clubs often have their mascots, like Hennes VIII, the Billy Goat of 1.FC Cologne.

What are the Benefits of a Brand Character?

1. They personify the brand's ethos, providing a relatable and engaging image for consumers.

2. They help a brand stand out in a crowded market.

3. They convey personality, especially for tech-driven companies.

4. They evoke emotional responses and foster brand loyalty.

5. They facilitate the telling of your brand story and messaging.

Let's examine two very different examples:

Thinx, a period-friendly underwear company, used a peeled, yonic grapefruit which resembles a vagina to tell their brand story. The grapefruit received so much attention that it represents the brand even more than the name and their logo. For a long time, their Instagram profile featured the grapefruit instead of their logo. The ads were too controversial for the NYC subway to approve, which resulted in significant PR for the brand.

They not only used the grapefruit as their brand character, but they also incorporated it into their social media content and more.

Maximilianpark I grew up in the eastern Ruhr area where there is a park called Maximilianpark. It's a paid park with some lovely playgrounds, but nothing extraordinary. However, unlike other parks, they had a significant character for their park: a large glasshouse elephant. This character became the symbol of the park and left a lasting impression on our young minds. When we wanted to go to a park, of course, it was the one with the elephant.

💡Takeaway → A character is often a significantly overlooked Distinctive Brand Asset that can help tell your brand story and differentiate you from your competition.

In the upcoming article, we will explore the Distinctive Brand Asset: Claim.

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