You may have already noticed that in the last decade communication tools have become increasingly sophisticated and technological: robots that perform automated service, use of the cloud, augmented reality, among many other examples. Big brands also surfed this wave and didn't miss the opportunity to optimize their businesses, using artificial intelligence to reach new heights. But the question that remains is: where do mascots fit into this story?

Let's do a simple memory exercise: when you think of the name ''PontoFrio'', which after its recent rebranding is now just ''Point' ', does the image of an aquatic animal immediately come to your mind? Now try to think about the large retailer, which is more popular than ever , Magazine Luiza, does a face take shape in your mind?

If you answered yes to these questions, it means that the brands achieved their purpose of communicating with the general public and successfully managed to establish their branding strategy in the imagination of hundreds of thousands of people with the creation of their mascots. It is important to emphasize that choosing a brand character does not happen by chance, the entire conception and development involves many stages of strategic work within communication, ranging from market research to the 3D construction of the mascot. 

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Mascots generate empathy 

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The use of mascots is intended to create stronger bonds with the public, bring a face to the conversation and humanize the brand. The entire process is designed so that the character becomes a spokesperson for the company's ideals, in addition to generating an easy association with its audience. 

If the tone of voice is used correctly and combined with a good content and relationship strategy, it is possible to clearly convey the brand's values ​​and build a real connection with customers, which, in turn, creates bonds and affection. with it, generating a positive return for engagement and sales.

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Nat Natura - A successful case 

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Let's analyze a brand that knew how to successfully use the strategy in the creation and use of its mascot and that has been giving people something to talk about in the last year? The cosmetics industry giant, Natura, hit the nail on the head by bringing a human figure character that really reflects the essence and modernity that the brand wants to convey. 

Nat was created in 2016 with the aim of simply being an interface that answered customers' main questions. Today, with humanization, it acts as the face of the brand, and its Twitter profile has become its main interaction tool. 

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What made Nat such a huge success? 

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• Positioning: With branding that operates across platforms and offers special attention to environmental causes.

• Main Slogan: "The world is more beautiful with you"

• Topics covered: Self-care, beauty, cosmetics and sustainability.

• Tone of Voice: Friendly, kind and funny

• Humanization: Through AI (artificial intelligence), Nat was humanized, gaining a human appearance that communicates and interacts with his audience.

• Personality: Not just stuck with basic answers, Nat has a well-defined voice/opinions, which means she can interact in a more personal way with the public.

Have you ever stopped to think about the purpose of these mascots? Tell us in the comments which are your favorites.