In relation to branding, one of the crucial essential features is making a model character. That is the persona that represents your organization. It may be useful to think about this as an actor who performs your organization’s position in all advertising and marketing supplies and communications.
However how do you establish what this character must be? And as soon as you have recognized it, how do you design it?
On this article, we’ll discover these questions and supply some examples of well-designed model characters.
What’s a model character?
A model character is the persona of your organization. It is the way you need individuals to understand your corporation, and it must be mirrored in all the pieces out of your advertising and marketing supplies to the best way you reply customer support calls.
Your model character must be constant throughout all channels and distinctive to your organization. It is essential to keep away from generic characters, as these will probably be forgettable. A bland model character will not provide help to stand out from the competitors.
Consider your model character because the actor who performs the position of your organization. They need to be capable to embody all of the values and attributes that you really want individuals to affiliate with your corporation.
Model Character Examples
Model characters should not a one-size-fits-all advertising and marketing instrument. You possibly can select cartoon characters, anthropomorphized animals or objects, and even fictional individuals. In case you’re stumped on the place to begin, we’ve pulled quite a lot of model characters to get your creativity flowing.
1. Flo from Progressive
Flo is a good instance of how efficient a fictional individual may be as a model character. She’s extremely recognizable and all the time communicates the perks of utilizing Progressive over different insurance coverage firms.
Flo has greater than 70,000 followers on Twitter, demonstrating the character’s attain past conventional commercials.
2. GEICO’s Gecko
To not be omitted, fellow insurance coverage firm GEICO’s quirky gecko character additionally has a following of its personal. Is he Australian or British? Nobody is aware of for positive, however we do know we will save on automotive insurance coverage by switching to GEICO.
To play up the character’s reputation, GEICO even facilitates Q&As with him by way of social media, getting the general public to interact with the model in a enjoyable method.
3. Reddit’s Snoo
Reddit’s Snoo alien character may be discovered all through its web site and even has its personal thread. The genderless and colorless alien has come to signify the corporate and its target market: everybody.
Reddit appeals to everybody and serves as a discussion board the place customers from any background can share information, their hobbies, and different varieties of content material and host discussions on nearly any matter. It’s the web’s hub for “on a regular basis individuals” (plus aliens, after all), and Snoo displays that.
4. Twitter’s Larry the Fowl
It appears becoming {that a} website named Twitter would select a hen for its model character. Larry the Fowl was named after basketball nice Larry Fowl, as co-founder Biz Stone is a Celtics fan. Whereas small, this little blue hen is synonymous with Twitter with out having to see the model title spelled out.
The hen emblem is flexible. It’s used not solely on web site branding however seamlessly tucked into the nook of each particular person’s tweet. It’s ubiquitous however not intrusive.
Model Character vs. Model Character
It is essential to grasp the distinction between a model character and a model persona. A model character is a selected individual that you simply create to signify your model. A model persona, then again, is your model’s total tone and really feel.
Your model character ought to embody your model’s persona in its personal distinctive method. They need to share the identical values and attributes as your model but in addition have their very own distinct persona.
Qualities of Model Character
If you’re designing your model character, there are particular qualities that they need to possess. These qualities will probably be distinctive to your organization, however some examples embrace:
- Friendliness. Your model character must be somebody that folks would need to work together with. They need to be approachable and simple to speak to.
- Trustworthiness. Individuals ought to really feel like they will belief your model character. They need to really feel like they will depend on them for correct info.
- Experience. Your model character must be an knowledgeable of their area. They need to be somebody that folks can go to for recommendation and steerage.
- Enthusiasm. Your model character must be keen about your services or products. They need to be passionate and excited, and they need to present that of their interactions with clients.
These are just some examples of qualities that your model character may possess. It is essential to decide on qualities which are of worth to your organization and that you really want individuals to affiliate together with your model.
Figuring out a Model Character for Your Firm
Making a model character could be a enjoyable and rewarding course of. It permits you to actually take into consideration what makes your model distinctive and what persona you need it to have. It is also an effective way to get your workforce concerned within the branding course of.
In case you’re undecided the place to begin, there are just a few key questions you’ll be able to ask your self to assist establish your model character.
- What does my model stand for?
- What’s my model’s persona?
- What are my model’s core values?
- How does my model need to be perceived by the general public?
- What sort of feeling do I need my clients to have once they work together with my model?
Answering these questions provides you with a greater understanding of the kind of character you ought to be creating to your model.
1. Select the values of your model character.
When you reply these questions, you may must determine what values and attributes you need your character to embody. These must be primarily based in your firm’s mission and model identification. As soon as you have selected these, you can begin brainstorming what sort of persona would greatest signify your organization.
2. Design your model character.
As soon as you have recognized your model character, you can begin enthusiastic about the way you need to convey them to life. That is the place you may must get artistic. You should utilize illustrations, animations, and even pictures to assist signify your model character. The essential factor is that they’re visually interesting and recognizable.
3. Implement your model character.
Your model character must be included in your whole advertising and marketing and promoting supplies. They need to be featured prominently in your web site, social media accounts, and printed collateral.
Make it possible for everybody in your workforce is conscious of your model character in order that they will use them persistently throughout all channels.
Advantages of Model Character
Constructing a model character has many advantages to your firm. You’ll be capable to create a well-recognized face for potential clients to affiliate together with your firm. Different benefits of brand name characters embrace:
- Serving to construct an emotional connection together with your viewers. In case your character goes on a journey, your emotionally-invested viewers goes together with them.
- Making your model extra relatable. Your viewers could possibly see themselves or their challenges in your model character.
- Serving to clients bear in mind your model. They might bear in mind your character’s catchphrase or design.
- Differentiating your model from rivals. Different firms might present an identical service, however your model character belongs to you alone.
Together with a Model Character in Your Advertising and marketing Plan
In case you’re in search of a solution to make your model extra memorable and relatable, take into account making a model character.
You’ll be capable to join together with your viewers on an emotional stage and improve buyer loyalty. When carried out accurately, model characters could be a worthwhile asset to your advertising and marketing plan.
Editor’s Be aware: This publish was initially revealed in August 2018 and has been up to date for comprehensiveness.
