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Don't use free clipart for your brand mascot. Think about it - do you want everyone else in the world using the same cartoon character you are? If you go the clipart route to save money, instead of having a custom character designed for you, be sure to go to one of the clipart developers that specialize in brand mascots so the character you choose is not in the public domain where anyone can use it for free. A good site for royalty free brand mascots is Toons4biz.com. Other businesses go easy on frills, preferring a no-nonsense approach to work. This might work for undertakers and similarly macabre enterprises, but it's not going to work for an entertainment company. The reality falls somewhere between these town extreme examples. Some business can afford to skim on the frills - in fact, it's often tasteful that they do - but many others can't. If your business falls into the second category, what to do? Any entrepreneur worth their salt knows that image is a crucial part of doing business. No one has confidence in a shabbily put together presentation or a messy, disorganised office. You might as well tell your customers outright that you're incompetent rather than waste your time trying to win them over. Cartoon characters can be powerful marketing tools. Just look at the Jolly Green Giant, the Pillsbury Doughboy, the M&M characters, Tony the Tiger or the Keebler Elves. However, there are some rules that apply to using a cartoon brand mascot effectively. Use properly, a cartoon brand mascot can make an indelible impression and help you build a powerful brand. It can make your product or service highly recognized and perhaps more importantly - liked by potential customers. It can help you stand out in highly competitive market places, add value, command a higher price and hence - more profitable.
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