How to Create a Brand Character for Your Marketing Campaigns

Have you ever seen a TV ad or billboard featuring a memorable mascot? A brand character is fun and eye-catching but can also be an effective tactic to increase your marketing campaign’s success. Creating an original, on-brand character for your campaigns helps customers remember who you are and what you stand for.

So how do the biggest brands create a great character? It all starts with the right template. In this article, we will show you how to create a memorable character that will help your marketing campaigns stand out:

What is a Brand Character?

A brand character is an imaginary figure created to represent a product, service, or company. It can be used in various advertising tasks such as TV commercials, billboards, print advertisements, and even online campaigns. Think of your brand mascot as a spokesperson—one that helps people remember who you are and what you stand for.

Examples of popular brand characters include:

  • The Geico Gecko
  • Colonel Sanders from KFC
  • Snap, Crackle, and Pop from Kellogg’s Rice Krispies
  • The Energizer Bunny

These characters are iconic—and you can create one just as unique for your own brand. All it takes is the right template and a little bit of creativity.

How to Create a Brand Character That Resonates With Customers

Whether you're promoting a YouTube video or launching an entire ad series, creating a memorable character for your digital marketing campaigns starts with an outline. Think about who you want your character to represent, what their personality is like, and how they will fit into the overall message of your campaign.

1. Start with a template.

Using a character template to create the perfect brand character is an easy way to get started. A template provides a starting point, allowing you to quickly create the visual elements needed for your brand character. You can personalize it with colors and design features that fit your company’s unique style.

Usually, a character template will include:

  • Demographic information like age and gender
  • Personality traits such as intelligence, humor, or sass
  • A physical description, including hair color and body type

More developed character templates will also include details about the character’s background, hobbies, habits, and interests.

2. Choose the right gender and age range.

When creating your character, it’s important to consider its gender and age range. For example, if you are targeting a younger audience, a cartoon character may be more appropriate than an older adult. Choosing the right gender and age range will help ensure that your character resonates with your target audience.

When deciding on the gender and age to use for your character, remember that it doesn't need to specifically reflect the demographic of your target audience. The character should be appealing to them, but it doesn’t have to look like them.

Flo, a fictional character created by Progressive Insurance, is a great example of this. Flo is an adult female in her 30s who appeals to customers from all age groups. She was created to help consumers distinguish the Progressive brand from Progresso, the soup company. By using Flo to build a brand reputation, she became an advertising icon.

3. Make sure your character stands out.

Your brand character should stand out from the competition. Think about what makes your company unique and how you can highlight those differences in your character. Does your business specialize in something? Are there any special features that set it apart from others?

For example, if you own an outdoor apparel store, create a character that loves the outdoors and reflects your company’s commitment to sustainability. Make sure to include this in their physical appearance as well—perhaps an outfit made with recycled materials or a hat with an image of a mountain or tree.

You could also go against the status quo to garner more attention from your campaigns. Geico’s Gecko, for example, is a small lizard that speaks with an English accent—not something you would expect from an insurance company. But the company name ("Geico") was commonly mispronounced, so the mascot was a natural choice.

4. Collect data and insights for future improvement.

Especially when you first launch a digital campaign, make sure to collect data and insights about how customers are responding. Are customers engaging with your character? Do they remember the brand or recognize it when they see it? Knowing these answers will help you refine and improve your campaigns in the future.

Data-driven decision-making is essential when it comes to marketing success. You may need to experiment with different characters or campaigns to determine what works best for your business. But collecting data from each campaign will help you make more informed decisions and continuously refine your strategies over time.


By using a character template, creating the perfect brand character for your digital marketing campaigns is easier than ever. Follow these tips and you'll be on your way to creating an instantly recognizable character that helps boost your brand's visibility and recognition.