When it comes to creating memorable brands, mascots have been a tried-and-true strategy for decades, having evolved from static figures in the late 19th century to vibrant, dynamic personalities of today. From globally iconic Michelin Man, Ronald McDonald, Mickey Mouse and Mr. Monopoly, mascots have proven their ability to capture attention, evoke emotion, and build enduring brand recognition.

But are they right for every brand? Let’s break it down.

The purpose of a brand mascot

A brand mascot is more than just a cute character or clever design. It’s a strategic tool that embodies your brand’s personality, values, and mission. Whether it’s a human, animal, or abstract creation, a mascot acts as the face of your company, helping to bridge the gap between your products and the people you want to reach.

By giving your brand a personified character, mascots make your business more relatable and approachable. They serve as consistent, recognisable figures that represent your brand across various touchpoints, from chat bots and social media to packaging and events. This consistency not only helps build brand recognition but also creates an emotional connection with your audience.

Mascots also play a key role in storytelling. They reinforce and develop your brand’s narrative, transforming abstract values and ideas into something tangible, engaging, and memorable. Whether it’s Tony the Tiger encouraging kids to “Earn their stripes” or the Michelin Man symbolising safety and endurance, mascots simplify complex messages and create lasting impressions.
Ultimately, a brand mascot isn’t just about aesthetics. It’s about giving your audience a relatable figure they can connect with and building a deeper sense of loyalty and recognition for your brand.

The benefits of a mascot

Here’s how mascots can benefit your brand:

1. Memorability

A quirky, well-designed mascot can make your brand unforgettable in a crowded marketplace. While taglines are important, a character has the power to stick in the minds of your audience, ensuring your brand is the one they recall when it matters most. Think about the Energizer Bunny or the Ronald McDonald – iconic figures that have cemented their brands in popular culture.

2. Emotional connection

Mascots have a unique ability to create trust and familiarity. Customers feel more at ease when interacting with a relatable character, which helps build a personal connection to your brand. These emotional bonds can foster loyalty, making your audience more likely to engage with and advocate for your business.

3. Consistency across channels

Mascots are versatile. Whether it’s a digital campaign, a printed brochure, or an event appearance, mascots adapt seamlessly across platforms. They ensure your brand’s message remains cohesive and recognisable, no matter where your audience encounters it.

4. Storytelling power

Every brand has a story to tell, and mascots make those stories come alive. A mascot can embody your brand’s mission and values in a way that’s relatable, engaging, and easy to understand, making your marketing efforts more impactful.

5. Humanising your brand

In industries where services or products might feel impersonal – such as tech, logistics, or finance – a mascot can bring warmth and approachability. It transforms your brand into something customers can relate to, breaking down barriers and fostering trust.

How to decide if a mascot is right for your brand

While mascots can be powerful, they’re not for everyone. Before you jump on the mascot bandwagon, here are some things to consider:

What’s your brand’s personality?

Does your brand have a fun, approachable, or relatable vibe that could be amplified by a mascot? If your brand relies on a professional, no-nonsense image, a mascot might feel out of place.

Ask yourself:

• What emotions do we want our brand to evoke?
• Would a personified character align with our brand voice?

What are your goals?

Mascots are great for creating brand recognition, connecting with audiences on an emotional level, and making your story more relatable. However, if your focus is on high-level corporate relationships a mascot might not resonate.

Ask yourself:

• Are we trying to build a strong emotional connection with our audience?
• Will a mascot help make our message clearer or more engaging?

Who is your target audience?

Mascots often work best for brands with a broad, diverse, or younger audience. They can add a playful touch that appeals to families, children, or those who value approachable branding. However, if your audience leans towards people who prefer a more formal approach, a mascot might not land as well.

Ask yourself:

• Does our audience appreciate humor or storytelling in branding?
• Would they connect better with a mascot or a more formal brand image?

What’s your brand story?

Mascots thrive in brands that have stories to tell. Whether it’s representing your mission, values, or the problem your product solves, a mascot can make your story memorable and easy to relate to.

Ask yourself:

• Does our brand story lend itself to a character or narrative?
• Can a mascot simplify or humanise our messaging?

Do you have the resources?

Creating and sustaining a mascot is an investment. From initial design to marketing campaigns and even potential merchandise, a mascot requires thoughtful development, consistent use and long-term commitment. Be prepared to dedicate resources to keep your mascot fresh and engaging.

Ask yourself:

• Can we afford to develop and maintain a mascot?
• Do we have the capacity to incorporate a mascot across our marketing channels?

Designing a mascot that sticks: Meet Xeep

Operating in a competitive space that revolves around people, our recruitment software client needed a creative solution humanise their brand and expand their brand narrative to make it more engaging and memorable. We needed to align this new mascot with their existing “Hank the Tank” product mascot, while introducing a fresh, versatile identity that could resonate across platforms.

We developed Xeep, a dynamic mascot that embodies Xeople’s personality and strengthens its storytelling. Xeep was designed for transmedia storytelling, integrated seamlessly across the website, chatbot, social media, and internal and external communications. To enhance adaptability and relatability, Xeep was equipped with a suite of accessories that add depth and versatility to its role, ensuring it remains fresh and engaging.

Xeep has become a pivotal symbol of Xeople’s people-first values, enhancing storytelling and reinforcing the brand narrative. It provides a unique and memorable visual anchor, distinguishing Xeople in the competitive recruitment software market. By humanising the brand, Xeep fosters familiarity and trust, enabling stronger connections with customers while amplifying brand recall and identity.

Ready to add a mascot to your brand?

Mascots can be a game-changer for brands, enhancing recognition, building loyalty, and creating emotional connections. But the decision to introduce one should be thoughtfully aligned with your brand’s personality, goals, audience, and story. A mascot should amplify your brand—not complicate it. If it feels forced or unnecessary, it’s okay to stick with other branding strategies. When done right, it isn’t just a representation of your brand – it becomes a beloved part of it.

So, is a mascot the missing piece in your brand strategy? We’d love to help you create one that truly captures the spirit of your brand.