On the subject of branding, one of the essential facets is making a model character. That is the character that represents your organization. It may be useful to think about this as an actor who performs your organization’s position in all advertising supplies and communications.
However how do you establish what this character needs to 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 character of your organization. It is the way you need individuals to understand your corporation, and it needs to be mirrored in every thing out of your advertising supplies to the best way you reply customer support calls.
Your model character needs to 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 make it easier 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 of embody all of the values and attributes that you really want individuals to affiliate with your corporation.
Model Character Examples
Model characters usually are not a one-size-fits-all advertising instrument. You possibly can select cartoon characters, anthropomorphized animals or objects, and even fictional individuals. When you’re stumped on the place to begin, we’ve pulled a wide range of model characters to get your creativity flowing.
1. Flo from Progressive
Flo is a superb instance of how efficient a fictional particular person could be as a model character. She’s extremely recognizable and all the time communicates the perks of utilizing Progressive over different insurance coverage corporations.
Flo has greater than 70,000 followers on Twitter, demonstrating the character’s attain past conventional commercials.
2. GEICO’s Gecko
To not be ignored, 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 certain, however we do know we are able to save on automobile insurance coverage by switching to GEICO.
To play up the character’s recognition, GEICO even facilitates Q&As with him through social media, getting the general public to interact with the model in a enjoyable method.
3. Reddit’s Snoo
Reddit’s Snoo alien character could be discovered all through its web site and even has its personal thread. The genderless and colorless alien has come to symbolize 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 forms of content material and host discussions on nearly any matter. It’s the web’s hub for “on a regular basis individuals” (plus aliens, in fact), and Snoo displays that.
4. Twitter’s Larry the Chicken
It appears becoming {that a} website named Twitter would select a hen for its model character. Larry the Chicken was named after basketball nice Larry Chicken, 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 identify 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 character. A model character is a particular particular person that you just create to symbolize your model. A model character, alternatively, is your model’s general tone and really feel.
Your model character ought to embody your model’s character 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 character.
Qualities of Model Character
Whenever you’re designing your model character, there are specific qualities that they need to possess. These qualities will probably be distinctive to your organization, however some examples embody:
- Friendliness. Your model character needs to be somebody that folks would wish 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 data.
- Experience. Your model character needs to be an professional of their area. They need to be somebody that folks can go to for recommendation and steerage.
- Enthusiasm. Your model character needs to be smitten by your services or products. They need to be passionate and excited, and they need to present that of their interactions with prospects.
These are just some examples of qualities that your model character might possess. It is essential to decide on qualities which can be 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 generally is a enjoyable and rewarding course of. It lets you actually take into consideration what makes your model distinctive and what character you need it to have. It is also an effective way to get your workforce concerned within the branding course of.
When you’re unsure the place to begin, there are a couple of 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 character?
- What are my model’s core values?
- How does my model wish to be perceived by the general public?
- What sort of feeling do I would like my prospects to have after they work together with my model?
Answering these questions will provide you with a greater understanding of the kind of character you need to be creating to your model.
1. Select the values of your model character.
When you reply these questions, you may must resolve what values and attributes you need your character to embody. These needs to be primarily based in your firm’s mission and model id. As soon as you have selected these, you can begin brainstorming what sort of character would finest symbolize your organization.
2. Design your model character.
As soon as you have recognized your model character, you can begin occupied with the way you wish to convey them to life. That is the place you may must get inventive. You should use illustrations, animations, and even images to assist symbolize your model character. The essential factor is that they’re visually interesting and recognizable.
3. Implement your model character.
Your model character needs to be included in all your advertising and promoting supplies. They need to be featured prominently in your web site, social media accounts, and printed collateral.
Be sure that everybody in your workforce is conscious of your model character in order that they will use them constantly throughout all channels.
Advantages of Model Character
Constructing a model character has many advantages to your firm. You’ll be capable of create a well-recognized face for potential prospects to affiliate together with your firm. Different benefits of brand name characters embody:
- 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 might be able to see themselves or their challenges in your model character.
- Serving to prospects bear in mind your model. They might bear in mind your character’s catchphrase or design.
- Differentiating your model from opponents. Different corporations could present an identical service, however your model character belongs to you alone.
Together with a Model Character in Your Advertising and marketing Plan
When you’re on the lookout for a method to make your model extra memorable and relatable, contemplate making a model character.
You’ll be capable of join together with your viewers on an emotional stage and improve buyer loyalty. When accomplished appropriately, model characters generally is a helpful asset to your advertising plan.
Editor’s Be aware: This publish was initially revealed in August 2018 and has been up to date for comprehensiveness.
