The element of product personalization increases positive user experience, brand image and awareness. Creating a brand persona is part of the overall design concept and development strategy.
Effective advertising personas of KOLORO branding agency are based on thorough consumer research, analyzing the desires and expectations of the target audience and studying the market environment.
Creating a branded character: features
The corporate mascot becomes an element of identity. The mascot is often a key element of communication and interaction between the brand and the consumer. An elaborate character design can work better than advertising a product with a trusted celebrity. Mascots can:
- to reflect different character traits;
- Adhere to whatever communication style is necessary to position the brand;
- Communicate with the customer using a wide range of visual technologies.
Talismans give you the ability to create unexpected combinations of elements or bring fantastical and non-existent characters to life.
People usually remember real images much longer than abstract images. Therefore, characters that reflect human characteristics are favorites and this affects the level of brand recognition.
A mascot can be a strong element of original and unique content that represents a particular product or service. A well-executed target audience analysis as well as a thoughtful character design will provide the brand with an important element that makes it recognizable in seconds.
The mascot allows you to visually signify everything related to the product, creating an additional field for promotional activities. Advertising characters can work as a logo, turn into illustrations, printed stickers and each time they strengthen the visual connection with the brand.
The mascot can communicate directly with the consumer, provide visual cues through various facial expressions, reflect the user’s mood, provide helpful instructions, and congratulate on achievements.
Mascots are a flexible element, they can become a central part of the overall product style concept and the overall brand strategy.
Often the branded characters in the household chemical industry are strong men. However, women and animals are often featured on the packaging of household chemicals. They all affect brand perception to varying degrees.
Read also: Top 10 colorful branded characters in the food industry
Mr. Proper
“With Mr. Proper is more fun to clean twice as fast.”
This is an advertising slogan of cleaning products for the Ukrainian market, a global brand of Procter&Gamble. The character has an original design: it’s an animated man of indeterminate age with white eyebrows and a completely bald head. He was considered a sailor because of the earring in his ear, to some he resembled a genie because of the same earring in his ear and crossed arms on his chest. This genie appears at the musical call and can tackle any dirt in seconds.
The latest version of this character’s origin is that he was a farmer’s adopted child. The baby was the cutest and cleanest baby the farmer and his wife had ever seen. So they decided to take him in. He’s always dressed in all white: t-shirt, pants shoes.
Mr. Clean he is in the U.S. and Canada, in most European countries he is known as Mr. Proper. The character became the property of Procter & Gamble in 1958. Its emergence was linked to the sea. Linwood Burton and Mathusan Chandramohan developed a ship washing product that was not dangerous to sailors. The character was invented by Harry Barnhart and Ernie Allen. He was initially played by westerns star Robert House Peterson Jr. He portrayed a U.S. Navy sailor who loves cleanliness. Mr. Clean is always smiling, he is strong and willing to help. He’s not much of a talker, but he’s muscular!
Mr. Proper does not have its own website, and Mr. Clean is. There he talks about himself and the brand’s products. There is also a section with tips on how to better care for your home.
Creating and developing the image of the character is a complex work that requires prior consultation with the manager of KOLORO branding agency 🙂
Read also: Brand character development: how to create an iconic image
Mr. Muscle
Mr. Muscle is a trademark of S. C. Johnson & Son. The brand’s history dates back to 1970, when the company began producing cleaning products for electric stoves.
The trademark character of the brand is Mr. Muscle. The development of this 3D character using polygonal modeling with further texture mapping began in 2010, and over time his image has only improved.
Mr. Muscle looks a bit like Superman: strong, wearing tights and a cape developing in the back. Only Mr. Muscle is even stronger, with cubes on his stomach, broad shoulders and a neck like a powerlifter. His cape is a white robe with three pens in the front pocket, his eyes protected by special goggles. The sleeves of the robe are cuffed to make it comfortable to work. Overall – the image of a lab technician, but underneath the smock is a tight tights. It’s orange (the brand’s signature color) and features a large blue “M” on the chest and waistband.
Mr. Muscle will always come to the rescue of housewives who can’t deal with dirt on the tiles or a clog in the pipe.
Mr. Muscle has his own website where you can learn about the products and read his diary, where the strongman tells you how to tackle any dirt. KOLORO branding agency will develop a website for your character, product or company.
Read also: How creating a brand identity helps increase the price of your product
Freken Bock.
“…And no housekeeping!”
Freken Bock is the famous housekeeper Baby from Astrid Lindgren’s book about the adventures of a man in his prime and a little boy.
The Freken Bok trademark is owned by Biosphere Corporation. TM products should satisfy all the needs of consumers – this is the main belief of the directorate. Freken Bock is the epitome of a reliable housekeeping philosophy.
Outwardly, Freken Bok looks the same as in the Soviet cartoon: hair gathered in a bundle, a dress on the smell and an apron. The brand’s signature character is wearing an orange-colored dress, not blue with flowers like the original. Chubby, chubby, well-fed arms are spread out to the sides and show that the house is perfectly clean. And the bright lips hint that if you use the brand’s products, consumers will have time for themselves.
The TM website is not just about product presentation and home care tips. There you can find news about the latest in fashion and beauty, work and leisure.
To create a persona, develop a brand identity or create a brand book, you need to call or email us.
Read also: How to define your brand’s audience
Frau Schmidt
“Frau Schmidt” is a Russian company producing stain removers, laundry detergents and odor eliminators. The protagonist of the advertisement looks different from the image on the logo. The logo shows a slender girl with long hair, wearing a corset that emphasizes her thin waist and lush breasts. The heroine of the commercial is a bossy lady who can keep everything under control with a squirmy husband who obeys her in everything. The image of the lady is endowed with sexual overtones, hinting at dominance over men unable to cope with basic domestic difficulties.
Such epatasticity made the name of the brand to be remembered, but the purpose of the products was initially hidden behind the identity of the character. The lady has fulfilled her function and has now retreated into the background. A colorful character introduced the public to products with simple categorical names: “Cleaner,” “Super White Tulle,” and the like.
Toilet duck
“Toilet Duck” (Duck) by SC Johnson gets its name from the patented bottle neck shape in toilet bowl cleaners. The name stuck and eventually appeared on the entire TM product line. The main character is a snow-white duckling that can handle all the dirt in the toilet. He has large wing-arms, which he crosses over his chest at the end of the commercial as a sign of completion.
Read also: What it takes to build a brand: a set of “minimums”
Alenka
Alenka is a brand of household chemicals and children’s cosmetics. Almost all of the products depict a little smiling girl. It has different ages on different products. For example, on laundry products, the baby is about a year old, and on baby cosmetics, she is about two. But on all the merchandise, the girl is smiling and like looking at you with her chocolate eyes.
Mr. Mole
“Mr. Mole” is a concentrated pipe cleaner. A character who went no further than the label is a blind-faced mole in a yellow blouse and blue overalls, and in his pocket he holds a vanthus.
For more information on the cost of developing a branded character for your company or product, call or email us.
