“Where there is a will, there is a way”
We thrive on being strong and standing up for others. We may feel we have a destiny that we must accomplish. Heroes are courageous in our quest for justice and equality and will stand up to even the most powerful forces if we think we are wrong.
The “zodiac” sign to recognize Hero:
- Promise: Make the world a better place, uncommon solutions
- Core desire: Change the world
- Goal: Risk & mastery
- Fear: Weakness
- Strategy: Innovate in a bold, forward-thinking way
- Gift: Inspiring courage and achievement by overcoming adversity
- Motivation: Prove their worth by saving the day
- Categories that tend to have the Hero at the foundation: Sportswear, Sports Equipment, Outdoor / Tactical Equipment, Emergency Trade Services (Plumbing, Electricity, Locksmiths, Mechanic)
- Example brands have “the Hero archetype: Nike, Red Cross, The SAS
How to bring Hero to life
Inspirational messaging and content that taps into their customers’ ambitions and helps them take action is a Hero brand’s most important asset. Hero brands benefit greatly from using high-achievers that customers can relate to as the face of their brand.
Hero brands also need to consistently create products that have a “wow” factor. If they don’t, they might risk failing in product innovation and quality while focusing too much on brand image.
Which kinds of consumers match with Hero?
The hero brand attracts customers who value integrity, quality, grit and determination. These customers want their purchasing decisions to put them at the head of the pack.
What is a Brand archetype?
Brand personality or a set of human characteristics is a part of brand equity, go along with brand image, consistently appear on brand’s communication and advertising activities. As such, a brand personality is something to which the consumer can relate. And building a strong brand archetype has a pivotal role in imprinting brand image in the consumer’s mind.
Why brand should own an archetype
In fact, most famous brands we know in the world like Nike, Starbuck, Volvo, Apple have developed and owned for themselves at least one archetype since brands were borned.But owning an archetype is usually seen as a superfluous activity and underestimated by many SMEs business owners who take their first steps on the brand building process. No one tells them the true potential of embracing an archetype in terms of competitive advantage and attracting the right customers.
Archetype helps brands stand out
Do you want to know how to stand out in a crowded market? A powerful archetype might be the solution. Archetypes motivate you to go deep into your brand’s history and discover the why behind all you do. The people, locations, and ideas that influenced the beginnings of your company are absolutely unique to your brand. This is especially crucial to remember if your business and another company in your sector have the same archetype.
Archetype makes up the color of brand experience
Archetypes set the tone for consumer interactions and relationships. A brand with a caretaker archetype, for example, will radiate a helpful, pleasant, and supporting demeanor. After establishing these traits, a consumer will build expectations for the next brand experience. Hopefully, the brand lives up to the hype. When this occurs, a consumer comes to trust you and your products. A loyal client base is built on repeated, consistent encounters.
Archetype helps to attract right customer
The value of archetypes lies in their ability to be individually adapted to the requirements and desires of your audience. In other words, archetypes are used by businesses to create a link between a customer’s demand and your offering. This enables people to realize how your product may help you achieve your personal objectives, in a deeper way, more authentic interactions with customers.Obtaining an archetype with a clear set of characteristics, tone of voice, the way brands appear on each media platform will help the brand stand out in the crowd where everyone is trying to walk in the fog without any self-brand understanding.