Evaluate the market and pinpoint a gap
In any arena, brands face competition and clutter. Every niche in the CPG and service categories is being highlighted, so the temptation may be to directly one-up your rivals. Instead, discover angles that haven't been exploited yet. You may find that an overlooked gap presents a huge opportunity to cultivate a unique brand voice.
Pick a bold tone that highlights it
Ask yourself what tone you want your brand to communicate. Whether it's humorous, serious, irreverent, or sad, your tone should be unapologetic in its boldness. Pick a personality that highlights the market gap you've selected and let your imagination run wild. Package messaging that leaves no room for tonal ambiguity.
Embody the character in a memorable way
Your mascot needs a simple and memorable representation to deliver the tone of your brand. Ideally, you want your character to compliment your product category. Whatever tone you've selected should dictate the design of your mascot. Everything down to size and color should be taken into account. Align stylistic choices to highlight your character's (and brand's) personality.
When Healthy Pet came to the creative ad agency Traction to design a mascot for its new ökocat kitty litter, they followed these basic steps to create Rufus, an irreverent feline character with an attitude. Traction CEO Adam Kleinberg speaks to iMedia about this unique process and offers tips for replicating success.
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Article written by media production manager David Zaleski and video edited by associate media producer Brian Waters.
"Grumpy Cat attends the 2015 Toyfair at the Jacob Javitz Center on February 15, 2015 in New York." image via Shutterstock.