In today’s highly competitive market, brands are constantly looking for ways to stand out, connect with their audience, and build long-lasting relationships. One effective strategy that has gained traction worldwide is the use of brand characters. These figures are not just cute or memorable; they are powerful marketing tools that help humanize a brand, create emotional connections, and foster loyalty. Let’s take a closer look at some South African companies that have successfully embraced this approach, the impact on their brands, and why you should consider creating your own.
Baksteen Mel has found success by combining a traditionally “serious” industry—brick manufacturing—with the lighthearted appeal of a character. Their animated brick brings humor and personality to the brand. By personifying an inanimate product, Baksteen Mel has made its message more relatable, especially for younger audiences. This branding approach simplifies their communications and makes their offerings easier to understand. Even in technical industries, a well-crafted figure can inject creativity, making the brand more approachable.
Steyn IP , a leading intellectual property firm in South Africa, has embraced branding with a unique character that represents innovation and the safeguarding of ideas. Serving as a symbol of trust and expertise, this character brings a friendly face to the otherwise serious world of IP law. In a field where trust is essential, having a recognizable figure helps humanize the firm and creates a stronger connection with clients, especially when navigating complex legal terrain.
Wonderr Studio is a creative agency that understands engagement. Their playful, inventive figure reflects the agency’s energy and approach. It captures the essence of what they do—transforming ordinary ideas into extraordinary outcomes. This character becomes an extension of their brand identity, helping clients connect emotionally and remember the business. By adopting this tool, Wonderr Studio stands out and deepens its creative appeal.
Proudly South African, a movement promoting local products and businesses, has introduced a new character named Lolo Warona. This figure was carefully chosen to embody South Africa’s rich, diverse culture while promoting local industries. It serves as more than a visual asset—it’s a rallying point for national pride. Through this approach, Proudly South African fosters unity and encourages support for the economy.
Cape Town’s Kfm 94.5 recently launched a character to represent its vibrant personality. Engaging with audiences not only through visuals but also via sound, movement, and interaction, this figure provides a more immersive experience. This is especially impactful in radio, where engagement is typically limited to audio. By expanding their presence with a playful persona, Kfm 94.5 strengthens its connection with younger listeners and adds energy to its branding.
Hippo, an online insurance comparison platform, has gained recognition for its lovable and reliable hippo figure. It embodies friendliness and trust—traits that resonate with audiences searching for insurance clarity. By adding this visual identity to their brand, Hippo makes a complicated service feel simple and welcoming. The hippo becomes a symbol of ease and customer care, reinforcing their values.
If these South African companies have shown us anything, it’s that brand mascots can be incredibly powerful tools for building a strong, memorable identity. Here’s why you should consider creating your own mascot:
As seen from the examples of Baksteen Mel, Steyn IP, Wonderr Studio, Proudly South African, Kfm 94.5, and Hippo, mascots play an important role in building brand recognition, engagement, and emotional connection. Whether you’re in a creative industry or a more traditional one, a mascot can be a fun and effective tool for making your brand more memorable and approachable. So, if you haven’t already, it might be time to consider creating your own brand mascot and let it tell your story in a way words alone can’t. Contact us to get you started on this journey
