The first reason why your brand needs a mascot is for marketing purposes. The mascot of your brand should be a visual cue to what your business is. Think about some of the most famous mascots for brands, like the M&M characters or the Pringles man. You automatically connect the mascot to the brand because it’s a direct visual cue.
Brand RecognitionThis brings us to our next point of brand recognition. As humans, we’re much more likely to remember a green giant pasted on a can of green beans rather than a field of greens on a can with the logo of your brand. Picking a mascot means your brand stands out. Mascots are wacky, draw attention, and command recognition by just existing. When customers recognize the mascot, they recognize your brand and business.
A mascot at a sports game gets the audience pumped! They set the scene and make the game more exciting than it actually is. No hate to sports fans, but take away the cheerleaders, crowd, band, and mascot and you have a pretty lackluster show.
Mascots act as a way to connect the audience to the brand. You feel personally connected to the brand because they’ve put a face to their business. Even if that face is a girl with a yellow umbrella on a salt shaker… it’s recognition.
Also, many brands have brought their mascot out into the 3-D world for events to promote their brand even further. While most kids will shy away from the tall, slender clown that is Ronald McDonald, his appearances at events and in commercials for McDonalds has landed the fast-food restaurant the recognition they have today.