Advertising Techniques: Using Brand Characters

Brand characters in advertising allow a consistent visual image beyond the logo. The personality should be consistent and complex. The target audience should be able to connect in a beneficial relationship.

Some examples of brand characters are James Dyson the creator of the Dyson vacuum cleaners. Other companies employ the use of the same actor throughout the campaign. Progressive’s Flo and Mac’s Mac and PC characters are a good example. Created characters are often well received. You’ll remember the long-standing Michelin Man and the Geico Gecko.

When it comes to complexity and interest Dos Equis, does it well with the World’s Most Interesting Man.

Create your own character. First choose whether you will use an imaginary character or real person. Then create a dramatic role for the real person character. For the cartoon character try turning the product into a person or the person into a product. Create a whole spectrum of morphs and choose the best one.

Be advised that it will take some time for the character to become synonymous with the brand. Advertising spokes-characters are especially effective with the young. The dynamic audiovisual medium attracts attention. Characters are likely to be remembered for the impact on visual and verbal areas of the brain. With characters there are no words to remember.

Stay tuned for more advertising techniques.