How Characters Can Transform Brands and Captivate Generations
- camilamanarin
- Jan 19
- 2 min read
Brand characters go far beyond visual figures: they are identities with a face, voice, and purpose, capable of creating emotional connections, reinforcing values, and turning experiences into lasting memories. For children, they provide a creative and engaging way to capture attention; but characters aimed at adults also perform exceptionally well in branding and engagement.
For companies, well-crafted characters represent strategic market opportunities, becoming assets that span generations and strengthen brand identity.
Historical examples prove their impact: Lu from Magalu (Magazine Luiza), Ronald McDonald (McDonald’s), Tony the Tiger (Kellogg’s), and the Vila Velha Park Crew, created by Belli Studio. These characters have not only become cultural and commercial icons but have also boosted engagement, brand recognition, and memorable experiences, demonstrating the power of a consistent and strategic narrative.
Beyond connecting with audiences, these characters become generational icons, opening up new market opportunities: licensed products, toys, advertising campaigns, activations, and even appearances in other media. Take Lu from Magalu, for example—she has graced magazine covers, participated in campaigns for other brands, and consistently driven engagement, brand recall, and conversions.
Understanding the Strategic Value of Characters
Investing in brand characters offers clear benefits:
Emotional Connection: immediate identification with the audience
Memorability: lasting presence in memory and popular culture
Brand Strength: communicates values in an engaging and recognizable way
Expansion and Opportunities: opens new channels, products, live experiences, and marketing campaigns
Essential Considerations in Creating and Using Character
A successful character goes beyond aesthetics: careful attention to creation and application is essential to ensure consistency, impact, and flexibility across all contexts:
Consistent Design: clear traits, colors, and personality that work across different channels, products, and formats.
Identity Preservation: the character retains its essence even in adaptations or expansions.
Strategic Flexibility: the ability to move seamlessly between digital content, products, and live experiences without losing coherence.
Quality and Reliability: partnering with a company that ensures precision and care at every stage prevents rework and guarantees that the character delivers real results, avoiding setbacks and losses.
How Characters Strengthen a Brand
Well-crafted characters not only engage audiences but also create memorable experiences and strengthen brand identity:
Brand Humanization: brings the audience closer to the company’s values and purpose.
Applied Storytelling: products and services fit naturally into engaging narratives.
Immersive Experiences: parks, shows, events, and children’s channels turn consumption into lasting memories.
New Markets and Opportunities: toys, apps, educational materials, and live activations expand reach and revenue.
Practical Applications of Brand Characters
A consistent character can be integrated across multiple formats and channels:
Digital Content: series, music videos, comics, and social media posts.
Marketing: mascots in campaigns, brand spokespersons, and corporate materials.
Products: toys, clothing, school supplies, and apps.
Live Experiences: theater, shows, meet & greets, and activations in parks and events.
Expanded Narrative Universe: books, magazines, games, and crossovers.