Trust isn't something a brand has by default, people are naturally, and understandably, suspicious of anyone we think wants something from us. Trust has to be earned and nurtured.

When we talk about marketing funnels and terms like awareness, consideration, decisions and advocacy, it's all in the service of earning and building trust. Measuring followers, lead conversions, sign-ups and sales.  Every bump in the data is a person making a choice to trust you a little more.

Trust isn’t something you can just tell people to do, they have to feel it. it's no easy task. But, for my money, there’s one thing that does this better than anything else.

Nothing, and I mean nothing, comes even close to the power of characters.

A person can be an ambassador for your brand. But characters? They can become your brand entirely. They can embody it. Suddenly your brand has a face, a voice, a pulse. It has a personality, a story, a life of it’s own. Something people can connect to.

You want people to trust your brand? You want them to feel it? Give it life. And for the sceptics that don’t buy it, there’s proof all around you.

Octopus Energy became the market leader in the UK in 2025. 

Compare the Market were the most visited UK comparison site.

Duolingo is the global market leading language app (and it's not even close)

All of them, character led. And they're not alone.

Duracell, Kelloggs, M&Ms, Macdonalds, Michelin, Frosties, Kool-Aid… the list goes on. Some of these characters are so beloved, they’ve gone beyond their brands and helped shape our actual culture.

So next time you’re wondering why your brand isn't connecting? It’s probably not the product. It’s the lack of pulse. Dare to embrace your playful side, and give your brand a little life.