The PowerofCharacter
Characters are the most underused asset in modern brand building, and the most effective.
In a world of generalist agencies, Brandbornn has a single mission:
To help brands harness The Power of Character™ by creating distinctive, ownable characters for their brand, internal and external campaigns.
We even created the advertising industry’s first Character System, ensuring every character is built around a clear purpose, a defining characteristic, a distinct personality and a system that keeps it consistent wherever it’s used.
See the systemThe Brandbornn Character System.
We create unique characters, built from scratch, exclusively for your brand. Every character we make is entirely original, designed around your brand personality, your audience and your brief. 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 channels.
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 now and can also grow with you.
We Define the Job
We establish the character's purpose, first mission, success measures, audience, channels and constraints.
We Audition Directions
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.
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.