Brand Your Way To Success
Cartoon Logos, Mascots, Grab Attention
and Build Your Brand
All too often, the difference between sluggish sales and rousing success for small business can be
found in the advertising and branding programs. One small adjustment in the strategy can make a
major difference in terms of getting noticed over and above the competition.
Small business owners are finding that a cartoon character logo and/or mascot often makes the
difference, especially in industries and markets where the competition is already tight, with
economic conditions making it even tighter. Cartoon character logos are often more costly,
especially for a quality product, but companies that are willing to pay a little extra are often
surprised and pleased when the extra attention and business more than make up for the initial
outlay.
Take for example the Canadian dentist who made the news recently after winning a Marketer of
the Year Award. After assessing his completion, he realized that most dental advertisements were
nearly identical. He set out to differentiate himself by creating an animated character of a man with
an obvious toothache. He wrote cartoons and translated his character to a mascot that appears at
local events and marches in parades, breaking out of the Happy tooth & toothbrush mold used by
most other dentists who chose to build their brand using a character. His branding effort paid off in
terms of attracting plenty of attention and new patients as well.
Consider also the iconic logos that have been around for decades, such as Mr. Clean and the
Pillsbury Dough Boy. Major companies have long accepted the effectiveness of choosing the right
animated character mascot for their logos. They knew that:
