A compelling brand element: A Mascot

How many of us relate with the Amul Girl, Maharaja, Hutch’Pug, Parle G Girl, and Nirma Girl?

All of us, right??

Why? Because we remember the brands as a result of these characters which are the mascots of the respective organizations. Yes, you have identified correctly, these are ambassadors of these entities conveying the companies' messages to the customers and generating goodwill.?

What is a mascot?

A mascot is fictional (animals, objects, or cartoons) or non-fictional (celebrities or heroes or yourself). Dadaji of MDH is a good example of illustrating yourself as an ambassador. A mascot is a marketing tool that if effectively and strategically used, can be a good asset.?

What are the advantages??

·?????As it is a visual component, it helps in creating a company's identity and distinguishing it from competitors' products and services.

·?????It helps in connecting and engaging with the target segment

·?????Portrays the brand's story

·?????Conveys the company's messages

·?????Useful in today's world of digital marketing

·?????Generates goodwill.

·?????Can be a source of revenue through character merchandising.

Does a startup need a mascot?

I think yes, why not. Look at some of the examples Reddit’s?alien mascot, AppSumo’s sumo wrestler character, and MailChimp’s?chimp character. These have created a connection with the customer. I would also share my experience from Innovation-Technology Transfer Office where a mascot called IPSaurus was created. i-TTO was the first TTO in India to create a mascot to connect with both IP and non-IP professionals. The mascot was used for giving nudges of knowledge and wishing for festivals.

Why as a startup you need a mascot?

·?????Long term asset

·?????Illustrates the spirit of your startup

·?????Enhances customer engagement

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5 steps to create a mascot:

1. Define?

a. what is the objective of creating the mascot?

b. what are the vision and mission of the company?

c. what is the value proposition?

2.????Choose the target audience based on the products and services you are offering.?

3.????Select a character that connects with your audience. Do you want to engage with children like Mickey Mouse or adults through Maharaja?

4.????Design the personality of the mascot based on your company's values

5.????Have a disproportionate and colorful mascot.

How can you use mascots?

1. Use on social media handles
2. In promotional campaigns
3. Add mascots to merchandise
4. On print material
5. As a CSR Agent
6. On blogs
7. Newsletters

A mascot is also a form of IP and an asset to the company. You can also protect it under copyright and trademark Acts.

Some IP tips:

1.????Run a search to check if already a similar mascot exists

2.????Ensure no freely available images are taken

3.????If you are getting it done by a designer, sign a service agreement ensuring all rights are assigned to you.

4.????Consult IP attorney or agent to see how it can be protected.

Mascots are a very powerful way to brand and so one should think about using it a spart of branding and marketing strategy. Use it effectively for marketing and engaging with your customers.

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