In today’s crowded food and drink market, having a great product is not enough. To stand out, brands need personality and one powerful way to build that is through brand characters.
Brand characters help in three main ways.
- They create emotional connections. People trust characters more than logos which can be a friendly face or fun tone that feels more human.
- They are memorable. A cute animal or a talking chocolate stays in your mind that helps people remember the brand later.
- They keep things consistent. A brand character can be used in ads, packaging, and social media.
Let’s look at some examples.
1. KFC – Colonel Sanders
KFC uses Colonel Sanders as the face of the brand. His image reminds people of tradition and quality recipes.
2. McDonald’s – Ronald McDonald & The Crew
McDonald’s created Ronald McDonald and friends to attract children and families. These characters made visits feel fun and familiar.
3. Nando’s – A Cheeky Voice
Nando’s has no mascot but uses a cheeky, witty tone. This voice feels like a fun friend and connects well with young adults.
4. Chick-fil-A – The Cow Revolution
Chick-fil-A’s cows hold signs saying “Eat Mor Chikin.” It is funny, simple, and clever, helping the brand stand out without showing the food.
5. Chatime – Bubble Tea with Personality
Chatime uses bright visuals and playful animations instead of a single mascot. This fun style works well on social media and appeals to young people.
6. Kool-Aid – The Kool-Aid Man
The Kool-Aid Man is loud and bold, bursting into scenes with “Oh yeah!” and this made Kool-Aid feel exciting for kids.
7. M&M’s – The Colourful Cast
M&M’s created a cast of colourful characters. Each one has a unique personality, making their ads fun and easy to follow.
In short, brand characters make people care, remember, and stay loyal. They turn brands into something more than just products. If your brand had a voice or a face, what would it be?
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Prince Joan Eudela is a graphic designer who specialises in creating brand logos, character designs, and even publication materials for social media platforms. His goal is to help restaurant owners design a logo and character that remains with the customers. He also writes related restaurant blogs and answers different questions to help boost brand awareness.
Contact
- prince(at)brandupwise(dot)com