The PowerofCharacter
Brands have never produced more content. They've also never looked more alike.
AI has made creating content faster and easier than ever. But as brands publish across more channels, standing out has become increasingly difficult.
A brand character, or 'mascot' is a distinctive personality a brand owns and uses across marketing, campaigns and communications. It gives people something to recognise, something to remember and someone to connect with.
One of advertising's oldest ideas has become one of its biggest untapped opportunities.
Brandbornn is the first agency dedicated entirely to brand and campaign characters.
We help organisations harness The Power of Character™ by creating distinctive, ownable characters that build recognition, engagement and brand value.
Unlike generalist agencies, we've developed the advertising industry's first Character System™. Every character is built around a clear purpose, defined personality and governance framework, ensuring it remains distinctive and consistent wherever it's used.
Whether for external marketing, internal communications or campaigns, we turn characters into long-term brand assets.
See the systemThe Brandbornn Character System.
We create distinctive characters from scratch, exclusively for your brand. Whether for B2B, B2C, employer brands or internal campaigns, every character is entirely original and designed around your organisation, your audience and your objectives. No shared assets, no off-the-shelf designs. Yours alone.
Each character is developed into a complete brand asset: a defined visual range, a voice and language guide, a simple origin story that explains its role, and a lightweight set of rules that help teams use it consistently across every channel.
It is supported by practical launch materials and a clear framework. Whether you need a character for a single campaign or a long-term brand asset, the process is the same: built properly from the start, so it works today and continues to grow with your organisation.
We define the job
We establish the character's purpose, first mission, success measures, audience, channels and constraints.
We direct auditions
We develop distinct character territories, each with its own personality, visual approach and role.
We build the Character System
We create the visual identity, voice, story, behaviours and usage framework that keeps the character consistent.
We launch and embed
We provide the assets, guidance and rollout materials needed to introduce the character and build recognition.
Brands are built from two kinds of assets.
Recognition assets such as
logos, colours, fonts etc
Emotionally connecting
assets like characters etc
There are types of assets that help people recognise you, and types of assets that help people understand who you are. Characters do both, and create emotional connection with your brand. What is a brand character?
Characters are distinctive assets that make a brand easier to remember while carrying personality, meaning and likeability. They act as strategic assets that build emotional attachment over time.
The evidence for character.
More likely to drive major share growth
System1's analysis found that campaigns using recurring brand-owned assets such as characters were 23% more likely to generate very large market share gains.
More likely to drive major profit growth
The same analysis found that brands using characters were 22% more likely to generate very large profit gains.
Of brand difference comes from distinctive assets
Kantar's research suggests distinctive character assets contribute significantly to a brand's perceived difference and memorability.
Brands grow when they're easy to recognise and hard to forget.Characters help achieve both.