Practical Sales Training™ > How to connect with your buyer > The Mascot Effect

What is it?

Having a character that represents your business – a mascot- can help you seize attention and brand recall.

Why does it work?

It works because much like personifying your products like Henry the Hoover, as humans we relate differently to other living things versus inaminate tihngs. If your mascot represents a person or animal and has a voice and a personality, we are more likely to treat it as a “person” and have a “relationship” with it moreso than relating to your company logo.

How can you use it?

So long as it will work with your brand and not against it, decide upon a character- animal/person/real person in cartoon form and use them to be the face and voice of your brand in your marketing and ads.

Example:

A home insurance company creates a friendly animated dog named “Barkley” as their mascot. Barkley appears in ads, explains policy options in simple terms, and pops up on the website with helpful tips like:

“Barkley’s Tip: Cover your phone and laptop with our personal belongings add-on.”

Why it works:
Barkley isn’t just a cute character – he makes the brand feel approachable, helpful, and memorable. Customers associate him with reassurance and trust. Over time, Barkley becomes a symbol of the brand itself – more memorable than a logo or slogan alone.

Think of:

Compare the Meerkat (insurance)
Tony the Tiger (cereal)
Duolingo’s owl (language learning)

Each creates emotional connection, recognition, and shareability.

See also