You've probably noticed that in the last decade, communication tools have become increasingly sophisticated and technological: Robots that provide automated customer service. Cloud computing, augmented reality, and many other examples are emerging. Major brands have also jumped on this bandwagon, seizing the opportunity to optimize their businesses by using artificial intelligence to reach new heights. But the question remains: where do mascots fit into this story?
Let's do a simple memory exercise: when you think of the name "PontoFrio", which after its recent rebranding is now simply "Dot".Does the image of some aquatic animal immediately come to mind? Now try to think of the large retailer, which is more popular than everMagazine Luiza, does a particular face take shape in your mind?
If you answered yes to these questions, it means that the brands have achieved their purpose of communicating with a large audience and have successfully established their branding strategy in the minds of hundreds of thousands of people through the creation of their mascots. It is important to emphasize that the choice of a brand character does not happen by chance; the entire conception and development involves many stages of strategic work within communication, ranging from market research to the 3D construction of the mascot.
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Mascots generate empathy.
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The use of mascots is intended to create stronger bonds with the public, bring a face to the conversation, and humanize the brand. The entire process is designed so that the character becomes a spokesperson for the company's ideals, in addition to generating easy association with its audience.
If the tone of voice is used correctly and combined with a good content and relationship strategy, it's possible to clearly convey the brand's values and build a real connection with customers, who in turn create a bond and affection for the brand, generating a positive return in terms of engagement and sales.
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Nat Natura – A success story
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Let's analyze a brand that successfully used strategy in the creation and use of its mascot and that has been making headlines this past year? The cosmetics industry giant, Natura, hit the nail on the head by bringing out a human-shaped character that truly embodies the essence and modernity that the brand wants to convey.
Nat was created in 2016 with the goal of simply being an interface that answered customers' main questions; today, with a more humanized approach, it acts as the face of the brand, and its Twitter profile has become its main interaction tool.
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What made Nat such a great success?
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- Positioning: With a multi-platform branding strategy that pays special attention to environmental causes.
- Main Slogan: "The world is more beautiful with you."
- Topics covered: Self-care, beauty, cosmetics, and sustainability.
- Voice tone: Friendly, kind, and funny.
- Humanization: Through AI (artificial intelligence), Nat was humanized, gaining a human appearance that communicates and interacts with its audience.
- Personalization: Not just sticking to basic answers, Nat has a well-defined voice/opinions which allows her to interact more personally with the audience.
Have you ever stopped to think about the purpose of these mascots? Tell us in the comments which ones are your favorites.
