Does your business need a mascot? This is typically an original character that represents some element of your business. When used properly, a company mascot creates an instant connection between your business and your customers in a positive and meaningful way.

Lots of different businesses have highly effective mascots. Planter’s Peanuts has Mr. Peanut. M&Ms has an ever-expanding world of M&M characters. The Poppin’ Fresh Doughboy has been used in advertising for Poppin’ Fresh biscuits for generations.

Like all successful business mascots, each of these has a direct and meaningful connection with the products they promote. Less successful mascots — like “The Noid” from Domino’s Pizza — can confuse and repel customers and ultimately become more of a liability than a benefit.

Creating a Mascot

Most business mascots are created by a creative team that includes graphic designers and marketers. To work with customers, they need to be appealing, memorable, and connected with the product in some way.

For example, if you own a plumbing business your company mascot needs to have something to do with plumbing. It probably shouldn’t simply be a cute animal or cartoon character because people won’t understand what that has to do with your business. It’s also a good idea to avoid company mascots that are in any way controversial, including those based on racial or ethnic stereotypes or overly sexualized.

Think It Through

Your mascot is going to be associated with your business forever, whether you want it to or not. So it’s important that you fully think through the consequences of introducing it to your customers. Think about how people will perceive your mascot a year from now, a decade from now, and far into the future.

A well-planned and designed business mascot can help bring more people to your business for many years to come.