Brand Characters: From Mickey Mouse to Bob the Builder
Most famous brands have their own specialized character that becomes the symbol of the brand, such as Mickey Mouse, the Walt Disney character. Hotel.com uses a man like a ship captain, with a thick beard, a hat and a special appearance. It uses that character in different places and meetings and in the different contests that it holds.
Sometimes the character becomes the representative of the whole brand. Sometimes the character is used, as appropriate, on a special occasion, such as the Santa Claus character. The character can be imaginary, such as an animal, or various characters can be used based on the culture and environment.
Develop characters based on the goals you set in the marketing plan. Basically, programs that involve a character can be very successful.
Can the character be seasonal? Yes, sure. But if you develop a character yourself, it will be more attractive if it plays different roles in different places. For example, you can use it at Christmas. The character that represents one of the telecommunications companies in Canada is a monkey, and for another it is a dog that is present everywhere. The character of Hotel.com changes according to different occasions, and it appears in different clothes.
Be creative in choosing characters, and use popular characters that fit your business. For example, there is a popular animation in Canada called "Bob the Builder", whose main character is a slightly overweight manikin. This animation is designed for kids, but it can be a good character for construction businesses too.