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Your Message in a Mascot

Take these 3 quick tips to dress up your company's image.

Since Stuart Montaldo, founder of DoubleStar LLC, which does business as Cogno Products, started using a space creature to promote the company's board games, Cogno the alien has become the recognizable "face" of the company.

Mascots can be a great shorthand for what your company is, says Florence Quinn, founder of PR agency Quinn & Co., as long as you have:

  • A Message: "Your mascot should make the culture of your company easy to understand just by looking at it," says Quinn. Cogno represents the brainy, sci-fi feel of the games.
  • Continuity: "Use the mascot over and over so customers see it and immediately know that's your company," she says.
  • A Visual: The mascot has to make an interesting visual--like Montaldo's life-size inflatable Cogno.

Gwen Moran is a freelance writer and co-author of The Complete Idiot's Guide to Business Plans (Alpha, 2010).

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This article was originally published in the August 2007 print edition of Entrepreneur with the headline: In Character.

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