When you hear the word ‘Nirma’, you instantly recall the girl twirling in a white dress, When you hear ‘Vodafone’ you probably get reminded of the Zoozoos and when you hear ‘Amul’ you most certainly think of the Amul girl. 

Brands have used mascots to leave a mark on their consumer’s minds from time immemorial. 

From Nirma to Dunzo, brand mascots have never gone out of fashion and never will. 

The Air India Maharaja and the Parle-G are also some of the oldest mascots we have seen and continue to stay relevant even today. 

Even Though a mascot is not considered an essential brand element, it holds the importance in itself. It is so because a brand mascot acts like the face of your brand and strengthens the brand identity. It is easier for customers to recall your brand when a detailed and defined visual is associated with it and represents the brand in every situation. Along with top-of-mind recall, a brand mascot humanizes your brand and makes it easier for your customers to relate to it. 

In this digital age, where online platforms are the most sought-after mediums for marketing, having a brand mascot is an excellent way to give a face to the brand. People do not like talking to a name without a face, therefore giving your brand a face adds to the trustworthiness and reliability that it offers. Moreover, having a brand mascot gives brands the liberty to communicate anything and everything just with the help of a visual. Content marketing becomes x10 easier when all you have to do is design the brand mascot in a certain setting and it is capable of communicating your message clearly to the viewer. 

A unique brand mascot acts like the legacy of a brand and stays in the memory of the consumers forever, therefore it also has a nostalgic value. A powerful mascot has the ability to protect the brand and preserve its legacy in the future. 

Studies have shown that brand mascots are more effective than celebrity endorsements in terms of connecting with the target audience and developing a more long-lasting relationship with them. 

Furthermore, brand mascots are way more cost-effective than influencer/celebrity endorsements. The use of a mascot is more flexible and inexpensive as compared to other means of giving your brand a face and identity. 

Having a brand mascot provides great support in a brand’s marketing and advertising strategy. Moreover, it's a cost-saving method and therefore should be heavily considered to build your brand identity. But, creating a brand mascot is not child’s play. Brands often try to make their mascot attractive and attention-grabbing and forget in the process the primary goal of a mascot, which is- Storytelling The brand mascot should reflect the brand’s image and align with the brand’s story and positioning. The mascot should be flexible enough to adapt to any situation and set up it is incorporated into. 

When done right, a mascot can facilitate high brand awareness, engagement and recall making your brand a successful one.