Consider Using a Business Character Icon

Retailing experts recommend using the same easy-to-remember visual elements across the marketing mix, from advertising to store signage and more. One alternative is with a celebrity who appears in ads and whose picture appears on signage. For years, Ace Hardware used John Madden and, before that, used Suzanne Summers. Another way to have a strong visual element across the marketing mix is with characters, such as MetLife's use of Snoopy and how the Burger King was used by, well, Burger King.
     You might find it useful to select or create a character icon for your store. An advantage of created characters over real people is that the behavior of real people is less predictable, and if that behavior veers over into scandal, this can negatively impact the image of your business. Of course, a sense of mischief might be what you're looking for to liven up consumer perceptions of your store. Burger King reached beyond having just the King himself to also featuring characters from the Simpsons in the marketing mix.
     Burger King hasn't shut out living celebrities from serving. The company tried to build buzz with motorsports race driver Tony Stewart: That endeavor points out another advantage of using a cartoon or mascot you create. The issue could be called the Tiger Woods Dilemma. Tony Stewart testified to the virtues of not just Burger King, but also Office Depot and Old Spice. In his heyday, Tiger Woods became a celebrity icon for so many sponsors that the power of his endorsement was highly diluted.
     Two more things: Even though your business character icon is only a drawing or a costume, you still must keep them up with the times. Do you recall all those makeovers Betty Crocker and the Michelin Man have endured as decades passed?
     And take care that your masked marvel doesn't end up creeping out prospective customers. With that in mind, you might want to eliminate consideration of clowns.

For your profitability: Sell Well: What Really Moves Your Shoppers