Is there a place for characters in B2B marketing?
Not quite a mascot. Not quite a metaphor. But definitely memorable.
When we created U.ME for McGraw-Hill — a visual anchor for the next generation of doctors stepping into the world of work — we didn’t realise we’d started something.
Then we used the same idea again, in early creative thinking for Bolt EU’s B2B mobility solutions.
Now? We’re seeing more and more opportunities where a character brings B2B tech stories to life. Especially the complex, the conceptual, and the quietly brilliant.
So why build a character at all?
In a word, unity.
We’ve found a good character does something a slogan or a product sheet can’t. It ties a campaign together. Gives you a ‘face’ to showcase functionality. Softens the serious. And turns invisible tech into something you can care about. Itr supports social media stories.
U.ME became a clever canvas for storytelling. It let us explain features. Explore environments. Express the brand in ways the logo couldn’t. And crucially, it became a distinct visual shorthand – one that stood out in a competitive space and helped us carry the same idea through every touchpoint.
We’re in good company.
Salesforce has gone all-in on character-led branding.
Astro, the raccoon in the Salesforce hoodie, is quietly changing the rules of B2B marketing. Created to tackle the gulf between brand recognition and product understanding, Astro was the bridge — the friendly face that made complex tech a little more human.
Instead of showcasing software specs, they shared stories. The result? Emotional connection. Executive backing. And a loyal following.
As Marketing Week reported, Astro isn’t just a character — he’s an asset. He’s memorable. Consistent. Ownable. And, unlike a celeb ambassador, he doesn’t age or go off-script. That makes him perfect for long-term use, across everything from product tours to investor decks.
And he’s clearly working. So much so that Salesforce have now expanded their cast of characters.
They’re not alone either.
Duolingo’s green owl has become a viral icon, precisely because it gives personality to an experience and allows an emotional connection. B2B buying is more similar to B2C buying than we often like the admit. And the data agrees.
A 2020 study from the Ehrenberg-Bass Institute found that characters are among the most effective ways to build brand distinctiveness and salience — especially in crowded categories. They create memory structures. And in B2B, where 57% of ads are misattributed, that makes a big difference.
But is this just for the big guns? Or should more B2B brands be doing this?
Truthfully, not every brand needs a character. If you sell pumps, pipes or protective tape, the product often speaks for itself.
But for B2B software, services or systems? Especially those trying to change behaviour or introduce new workflows? That’s where characters shine.
They give you permission to be clear. To explain rather than impress. They help you say: “Here’s how it works” in a way that feels useful, not salesy.
A character can become the voice of your help file. The star of your explainer videos. The signpost in your UX. And done well, they help people learn faster, remember more, and trust the brand behind it.
Which, when you think about it, is exactly what Clippy tried to do for Microsoft all those years ago. Maybe he was onto something after all.
