Your Desire
to prove your worth through courageous acts
Your Goal
to improve the world
Your Strategy
do things for others
The Hero’s purpose in life is to improve the world
They inspire others to believe in themselves as much as The Hero believes in them. They inspire, motivate and cheerlead their customers to do more, be more and have more. The Hero wants to leave a legacy and doesn’t mind sacrificing for it. This makes the Hero quick on its feet, making fast and smart decisions to save the world.
Your Motto
where there's a will, there's a way
Your Fear
weakness, vulnerability, being scared
Your Achilles Heel
arrogant and challenging
The Hero archetype may be right for your brand identity if:
- there are inventions or innovations that will have a major impact on the world
- it helps people be all they can be
- it can solve a major social problem or encourage others to do so
- it has a clear opponent you want to beat
- it is the underdog or a challenger brand
- it is strong and helps people do tough jobs exceptionally well
- it needs to be differentiated from competitors that have problems following through or keeping their promises
- their customers see themselves as good, upstanding citizens
- it makes a positive mark on the world, solves major problems or enables/inspires others to do so.
Brand Culture
achievement orientated with high standards and goal focused
Brand Voice
fast paced, proud and motivating
Brand Experience
encouraging, competitive and focus on individual achievement
The Hero Mood Board and Brand Voice
The Hero Family Members
The Hero family is comprised of the main Hero Brand Personality with six family members that you may feel fit your brand better. These slight variations on The Hero provide more of a niche, honed version of the personality. Remember, this is not about what you do but rather about how you do it and how you make people feel.
Hero Archetype Examples
BMW
BMW is always challenging itself and it’s drivers to be their best.
Never shying away from competition BMW is known for it’s comparitive commercials where they go up against Mercedes Benz. In this commercial the CEO of Mercedes is leaving his company and BMW is taking advantage to make an emotional yet tongue in cheek video about his leaving.
They also take the opportunity to demonstrate that respecting your competitor is respecting yourself.
Nike
At the forefront of all Hero brands Nike stands proud and courageous. Their slogan, “Just do it” sums up their focus. Nothing will happen unless you do something, so just do something. Anything. As something is better than nothing. Regardless of your size, shape or age, Nike wants to bring inspiration and innovation to all athletes, and they define an athlete as anyone with a body! You’ve got this, you can do this. Just do it!
Other Hero Brands
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Personal Brand Examples
The Hero Brand Colours
Hero Archetype Imagery
Use your 5 Senses to enhance The Hero Brand
A great brand experience will touch on as many of the five senses as possible. Be imaginative and see how you can implement as many touch points as possible into your branding to create a memorable brand experience.
Sight
Bold, strong images energised and filled with positive, vibrant colours. Think solid blocks of bright, eye-catching colour – reminiscent of a superhero cape or outfit. Shapes used will include straight lines and corners – squares, rectangles, diamonds etc. Colour combinations that make a statement and aren’t afraid to be seen work well for The Hero. Interiors often include encouraging quotes, a victory bell or goal tracking signs.
Sound
You can crank up the volume when you are The Hero Brand Personality – as long as there is a strong rhythm and beat that will motivate and encourage, then you are onto a winner.
Smell
The Hero is a ‘Water’ scent that includes all citrus scents that uplift spirits and energise the senses: orange, lemon and grapefruit. For something a little edgier or masculine, try green tones of peppermint, eucalyptus or coffee. On the Michael Edwards Fragrance Wheel (see diagram in Chapter 16), choose smells from the Green, Water and Citrus sections.
Taste
Heroes need sustenance to fulfil their goals, so fresh food that is healthy and lean – no fatty, take-away food but instead opting for food high in protein and lots of raw fruit and vegetables. They enjoy simple and sunny cooking accompanied by fresh fruit juices or sparkling water with a wedge of lime. They enjoy a gin and tonic or good quality wine.
Touch
Smooth, solid and strong. Metal, leather, rock, concrete or even gold.
Smell is a very emotive sense. Few things can take us back to a specific time and place as a particular scent. It can create a mood from the second you encounter it.
We have broken the Michael Edwards Fragrance Wheel into quadrants – Earth, Water, Wind and Fire.
Earth: Calm and authentic, these scents are refined and sophisticated. They are very grounded, strong and determined.
Brand Personalities: The Explorer, The Ruler, The Sage
Water: Lively and charming, while cheerful and full of ideas, the Water quadrant sparks spontaneity, laughter, festivity. Filled with energy and vitality, these scents are direct, unpretentious and sparkling.
Brand Personalities: The Entertainer, The Hero, The Neighbour
Air: Gentle, sensitive and dreamy, Air scents have a maternal discretion and reserved nature. They also reflect creative characters, gentle strength and determination.
Brand Personalities: The Caregiver, The Creator, The Innocent
Fire: Seductive, moody and impossible to forget. Fire scents evoke a sense of mystery, intrigue and attraction.
Brand Personalities: The Magician, The Rebel, The Seducer
Meet the Archetypes
Based on the concepts of 12 Personality Archetypes by Swiss psychologist Carl Jung, we believe that in modern society these 12 Archetypes can be effectively utilised in branding a business, and give them attributes that can enhance or cement their message. These personalities are based on different motivations for the observer.
