The BAM Mascot Family Blog

Brand Mascots and Their Positive Impact on Consumer Purchasing Behaviour (Part 2)

[fa icon="calendar"] Jun 29, 2018 11:00:00 AM / by Angie Maxine

AirTime Trampoline mascot

A unique brand mascot will make your company attractive and credible to potential customers, and it can help you to build a loyal brand following in which customers completely buy into every aspect of your business.

In our previous blog post, we looked at a study published by the World Academy of Science, Engineering and Technology (WASET) about brand mascots.

Strengthening brand identity

The study explains that the goal of a brand mascot is to strengthen the identity of your company, and more specifically your products. Your product or service may be similar to that of your competitors', so a mascot will help you to create a story or lasting memory that makes you stand out.

Using a custom mascot to promote your company is a fantastic way to engage with your customers on a personal level. Mascots are viewed as a friendly, familiar and approachable way to connect with your company. Humorous, fun and playful characters can make the brand relationship more enjoyable.

Brikfest Brick Man mascot

The idea is to create a story that customers can identify with, and in turn, buy into your company and your products. Once your ideal consumer has identified with your company, he/she will feel a part of your brand and will be significantly more likely to purchase your products or service. This increased engagement has a positive effect on consumer purchasing decisions - ultimately boosting your profits.

Mascot marketing strategy

It’s important to note that the success of a brand mascot relies on your mascot marketing strategy, and online presence is key. Digital marketing is playing an increasingly important role in brand exposure and recognition. Social media platforms such as Instagram, Twitter and Facebook offer the perfect setting to build your mascot’s story.

Posting photos of your mascot at community events, as well as engaging with your customers on these platforms, will increase your brand visibility. If you build up a loyal following from customers, it’s possible your brand mascot could even be turned into memes or manipulated by your customers. This will only help to grow your presence in the market.

It’s possible that your company is too niche or small to truly create ‘brand fandom’, but you can do it on a much smaller scale than the likes of Michelin or Disney. The most important aspect of brand mascot marketing is about connecting with your potential customers and building a story that they’re willing to buy into.

Looking to create your very own custom mascot? Contact us today.

Topics: Brand Mascots

Written by Angie Maxine

Angie is a co-owner and partner of BAM Mascots, a leading Canadian maker of custom designed mascots.

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