Create ideas using: Character
Why create a fictional character instead of using a real person or CEO?
Because a fictional character becomes a consistent voice. A real person ages, changes jobs, makes mistakes that disconnect from the brand. A character stays the same. More importantly, a character can embody the brand personality perfectly. They don't have a personal brand competing with your brand. They're pure brand expression. When done right, a character becomes synonymous with the brand—people see them and instantly think of you.
What makes a brand character actually stick instead of feeling gimmicky?
Consistency and personality. The character has to appear in every piece of communication. They need a distinct voice, opinion, and way of being. They can't be generic. The best brand characters feel like people—they have flaws, humor, perspective. They're not just mascots; they're personalities. And they have to genuinely represent what the brand stands for, not just be a cute distraction.
Example: How it could look
An insurance brand could create a character—maybe a middle-aged person with a dry sense of humor who's seen everything go wrong and handled it calmly. This character appears in every ad, every email, every piece of communication. They're the voice of calm expertise. Over time, people recognize the character instantly and trust them because they're consistent. The brand becomes less about 'company' and more about 'the person who actually gets it.'
Or like this:
Why is Character a great technique?
Character campaigns work because they give the brand a face, voice, and personality—something people can relate to and remember.
Creates consistent, recognizable brand voice
Builds relationship through character personality
Makes complex messages feel personal
Becomes iconic and instantly recognizable
A strong brand character becomes more memorable than the product itself. People don't just buy the brand; they buy from the character. That's a relationship that lasts way beyond any single transaction.
! When not to use the Character Technique
When the character is annoying or patronizing. If your character makes people groan instead of smile, they'll hurt you. Also skip it if the character contradicts what your brand actually is—incongruence destroys trust. And if you can't commit to consistency, don't create a character—people need to see them everywhere.
Technique first described by www.deckofbrilliance.com