Using a Mascot to Build Your Brand

Have you ever thought about how a mascot really defines a lot of sports teams? I went to undergrad at the University of Oklahoma, and as you probably know, we are the Oklahoma Sooners. It kind of defines us, and it definitely is branded everywhere on campus and merch. Our mascot is the backbone of who we are, and it is shocking that so many other brands do not utilize a mascot enough to build their brand.

NORMAN, OK – OCTOBER 27: Mascot of the Oklahoma Sooners performs before a game against the Notre Dame Fighting Irish at Gaylord Family Oklahoma Memorial Stadium on October 27, 2012 in Norman, Oklahoma. The Fighting Irish defeated the Sooners 30-13. (Photo by Wesley Hitt/Getty Images)

Maybe you sell clothes or make ceramics so you feel like it is not that relevant for you to use a mascot in your branding. Well, I just have to say that I think this is some backward and slightly outdated thinking! Recently, I designed a brand identity for a winery, and the client specifically requested a mascot as a large part of their branding.

You might think something like grapes or a talking wine bottle, which would have been fun but also a little expected.

The client actually chose to represent their dog as the mascot of their winery! It was a fun idea and turned out very cute and quite memorable.

Mascots are great because they can be utilized as a tool for brand recognition but also just to add some dazzling fun to your overall brand image. They can help bring your brand to a wider audience and serve as like their own entity. Mascots can use their “liveliness” of being this somewhat tangible and animate object to create a more trustworthy brand as well.


I know it might sound a little silly, but if your mascot is out advocating and engaging with your brand or products, then people are more likely to listen. Regardless that the mascot is overall a figment of one’s imagination, they are able to take on a life of their own in the mind of your clientele.

Utilize that power and hone in on your brand by adding a mascot today.

Marketing That Grows Your Business