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When to develop a brand character

When to develop a brand character

By Paul Marchant, founding partner of Trumpet.

When all is said and done, purchasing is an emotive decision-making process, and if you can nudge someone in your direction with an advertising icon that evokes a quality and endears your consumer, then you have a huge advantage. 

Characters in advertising can be powerful tools of the trade, and can give you a platform to deliver any message, whilst ensuring a visual consistency across your various media over time. There are many more benefits to creating characters over and above these simple intentions though.

In a competitive market, advertising characters work extremely well.  Strip away the differentiating brand aspects from your product or service and you may find your offering is the same or very similar to that of many of your competitors.

So how do you compete and win?  This is a great time to give birth to an advertising character – one that gives your brand unique memorable qualities that cut through in the market place. 

Think of many brand characters and think what they have in common.  You will see that they mostly do battle in extremely competitive markets.    If they can deliver results in those market areas imagine what one can do for you.

A word of warning… advertising characters should not ‘hog the limelight’.  And while they can be beneficial, you need to make sure your character enhances, not detracts from your advertising message.

Let’s ask ourselves two questions to establish if a character is right for your company or brand:

Q. When is it right to use a character?

A. When the company we are promoting is hard to differentiate, if the market is price sensitive, is a non-luxury item, involves various messages and maybe some market education, if the service is a virtual commodity or if you are targeting kids.

Q.  When is it wrong to use a character?

A.  When the company or brand we are promoting is a luxury item, is very unique or is dealing with extremely serious matters.

We hope you have found this article interesting and if you would like to discuss advertising development with us feel free to contact us – our website is

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