By Katherine Miracle
The power of Flo of Progressive, the Geico Gecko, and actors who take on a spokesperson role bring power to a brand. The advantage of customers falling in love with or being entertained by the character (AFLAC Duck, Pillsbury Dough Boy or Hello Kitty) is brand equity.
The key to a strong mascot, spokesperson or brand ambassador is that fans of your brand must be able to engage, be entertained, and be open to being educated about your product.
If your business does not have a mascot, spokesperson or brand ambassador, consider a mascot, select a spokesperson (maybe a current client or customer), and select a group of brand ambassadors (maybe a group of moms who buy your product if you sell children’s products) by considering who your target market will relate to, be inspired by or be entertained by. A strategy of events, social media, contests to name the mascot, and video is the key to success.
The branded gift strategy to engage customers/clients
A gift of thanks shows your appreciation, but your creativity is shown when you give something that reflects your brand and is of value to the person who will receive it. To make a lasting impression, think of your brand and then create. Let’s look at some excellent examples:
What is your signature gift or show of appreciation? What truly reflects who you are?
Katherine Miracle is the president of Miracle Resources, an award-winning full-service marketing and training firm that helps clients increase revenue and awareness. She is a personal branding expert and the author of “Ignite Your Revolution.” Please connect with via email or Twitter.