In terms of branding, one of the vital necessary elements is making a model character. That is the character that represents your organization. It may be useful to consider this as an actor who performs your organization’s function in all advertising 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 character of your organization. It is the way you need folks to understand what you are promoting, and it must be mirrored in every thing out of your advertising supplies to the way in which you reply customer support calls.
Your model character must be constant throughout all channels and distinctive to your organization. It is necessary to keep away from generic characters, as these shall be forgettable. A bland model character will not show you how to stand out from the competitors.
Consider your model character because the actor who performs the function of your organization. They need to be capable of embody all of the values and attributes that you really want folks to affiliate with what you are promoting.
Model Character Examples
Model characters aren’t a one-size-fits-all advertising instrument. You’ll be able to select cartoon characters, anthropomorphized animals or objects, and even fictional folks. If you happen to’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 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 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 manner.
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 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 sorts of content material and host discussions on nearly any subject. It’s the web’s hub for “on a regular basis folks” (plus aliens, after all), and Snoo displays that.
4. Twitter’s Larry the Chook
It appears becoming {that a} web site named Twitter would select a hen for its model character. Larry the Chook was named after basketball nice Larry Chook, 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 brand 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 Persona
It is necessary to grasp the distinction between a model character and a model character. A model character is a selected individual 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 manner. They need to share the identical values and attributes as your model but additionally have their very own distinct character.
Qualities of Model Character
Whenever you’re designing your model character, there are particular qualities that they need to possess. These qualities shall be distinctive to your organization, however some examples embody:
- Friendliness. Your model character must be somebody that folks would need to work together with. They need to be approachable and straightforward to speak to.
- Trustworthiness. Folks ought to really feel like they’ll belief your model character. They need to really feel like they’ll depend on them for correct info.
- Experience. Your model character must be an knowledgeable of their subject. They need to be somebody that folks can go to for recommendation and steering.
- Enthusiasm. Your model character must be captivated with 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 necessary to decide on qualities which are of worth to your organization and that you really want folks to affiliate along with your model.
Figuring out a Model Character for Your Firm
Making a model character is usually a enjoyable and rewarding course of. It means that you can actually take into consideration what makes your model distinctive and what character you need it to have. It is also a good way to get your staff concerned within the branding course of.
If you happen to’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 character?
- 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 will provide you with a greater understanding of the kind of character try to be creating on your model.
1. Select the values of your model character.
When you reply these questions, you may have to 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 character would greatest symbolize your organization.
2. Design your model character.
As soon as you have recognized your model character, you can begin fascinated with the way you need to convey them to life. That is the place you may have to get inventive. You need to use illustrations, animations, and even pictures to assist symbolize your model character. The necessary 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 promoting supplies. They need to be featured prominently in your web site, social media accounts, and printed collateral.
Ensure that everybody in your staff is conscious of your model character in order that they’ll use them persistently throughout all channels.
Advantages of Model Character
Constructing a model character has many advantages on your firm. You’ll be capable of create a well-recognized face for potential clients to affiliate along with your firm. Different benefits of brand name characters embody:
- Serving to construct an emotional connection along 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 clients bear in mind your model. They could bear in mind your character’s catchphrase or design.
- Differentiating your model from opponents. Different firms could present an analogous service, however your model character belongs to you alone.
Together with a Model Character in Your Advertising Plan
If you happen to’re on the lookout for a technique to make your model extra memorable and relatable, take into account making a model character.
You’ll be capable of join along with your viewers on an emotional stage and improve buyer loyalty. When accomplished appropriately, model characters is usually a useful asset to your advertising plan.
Editor’s Word: This put up was initially printed in August 2018 and has been up to date for comprehensiveness.
