The Hero Brand Archetype
Brands/People Who Want to: Leave a Legacy | Be Remembered
Think Mohammad Ali, John Lewis, and Nanisca of The Woman King (from left to right)
Picture this: a brand with rippling muscles, a cape blowing in the wind, and a steely gaze that could make a lion cower in fear. That's the Hero brand archetype! The Hero archetype is all about bravery, determination, and strength. These brands are the ones that jump into action when the world needs saving, ready to fight for what's right and defend the weak.
But don't worry - you don't need to wear spandex to embody the Hero archetype. Brands that embody this archetype can inspire their customers to be brave, strong, and determined in their own lives. They can create messages that empower and motivate people to overcome challenges and achieve greatness.
I'll delve into the details of the Hero Brand Archetype, its values, its connection to consumer behavior, and how to appeal to this archetype in marketing and communications.
The Hero Brand Archetype and Carl Jung
The Hero Brand Archetype is another one of the 12 archetypes identified by Carl Jung, the famous Swiss psychiatrist, and psychoanalyst who founded analytical psychology. According to Jung, archetypes are universal symbols or themes that are deeply ingrained in our psyche and help us understand the world around us.
The Hero archetype represents bravery, courage, determination, strength, and responsibility. Heroes are the ones who rise to the occasion when the world needs saving. They are the ones who embody the values of honor, justice, and selflessness and who are willing to face any challenge or obstacle to achieve their goals.
The Hero archetype is also associated with leadership and inspiring others to greatness. Heroes are the ones who inspire and motivate people to overcome their fears and pursue their dreams. They are the ones who lead by example and show others what it means to be a true champion.
The Hero Brand Archetype Values
Courage: A Hero brand is all about having the courage to overcome challenges and face adversity.
Determination: Brands that embody the Hero archetype are known for their perseverance and steadfastness in achieving their goals.
Strength: A Hero brand is powerful and often associated with physical and mental strength.
Responsibility: The Hero brand archetype takes responsibility for its actions and strives to be a positive force in the world.
Perseverance: The Hero archetype values determination and perseverance, especially when faced with obstacles and challenges.
Hero Brand Archetype and Consumer Behavior
The connection between the Hero Brand Archetype and consumer motivations and behavior is a powerful one. Consumers are often drawn to Hero brands because of their association with strength, courage, and determination. People want to feel inspired and motivated, and brands that embody the Hero archetype can tap into that desire.
Consumers are also often motivated by a desire to be the best version of themselves. They want to feel empowered, strong, and capable of overcoming any obstacle. Brands that embody the Hero archetype can tap into these desires as well. By doing so, they create a powerful emotional connection with their customers, inspiring them to take action and pursue their dreams.
Brands that embody the Hero archetype can do so by taking responsibility for their actions and striving to be a positive force in the world. This means that consumers resonating with the Hero archetype are also likely to be drawn to brands that are socially responsible and have a positive impact on the world.
How to Appeal to the Hero Brand Archetype in Marketing and Communications
To appeal to the Hero archetype, brands should focus on telling stories of bravery, determination, and perseverance. They should highlight their commitment to responsibility and their positive impact on the world. Messaging should be strong, confident, and empowering. Brands should be aspirational, inspiring customers to overcome challenges and achieve greatness.
The Embodiment of the Hero Brand Archetype – Brands
There are many brands that embody the Hero Brand Archetype. Here are a few examples and why they embody this archetype:
Nike: Nike is a brand that embodies the Hero archetype by inspiring people to be their best selves. Their "Just Do It" campaign encourages customers to overcome their fears and pursue their dreams. Nike is associated with strength, perseverance, and victory, making it a perfect example of a Hero brand.
Apple: Apple is a brand that embodies the Hero archetype by creating products that inspire and empower people to do great things. Apple's innovative products have changed the world, and the company is associated with creativity, innovation, and excellence. Apple has a strong emotional connection with its customers, inspiring them to be creative and push boundaries. Apple also embodies the Creator Brand Archetype!
Tesla: Tesla is a brand that embodies the Hero archetype by taking on the challenge of creating sustainable energy solutions. Tesla's founder, Elon Musk, is often seen as a Hero figure, inspiring people to think big and take on the impossible. Tesla is associated with innovation, responsibility, and perseverance, making it a perfect example of a Hero brand.
Red Bull: Red Bull is a brand that embodies the Hero archetype by inspiring people to push their limits and take on new challenges. The company's "Red Bull Gives You Wings" campaign encourages customers to be adventurous and daring, making them feel like they, too, can achieve greatness. Red Bull is associated with courage, determination, and strength, making it a perfect example of a Hero brand.
In each of these examples, the brands embody the Hero archetype by inspiring and empowering their customers to be the best version of themselves. They tap into the universal desire for courage, determination, and perseverance, creating a strong emotional connection with their customers. These brands are seen as leaders and inspirations, making them successful in their respective industries.
The Embodiment of the Hero Brand Archetype – People
The Hero brand archetype has also been embodied by personal brands and TV/movie characters. For example, John Lewis exemplifies the Hero brand archetype. It was through his leadership and activism that he was able to play a key role in the passage of several important pieces of legislation, including the Voting Rights Act of 1965, which helped to dismantle the Jim Crow laws that had disenfranchised Black voters in the South.
He also worked to promote economic and social justice for all people and was a strong advocate for affordable housing, education, and healthcare. His messages to the public were strong, confident, and aspirational, inspiring people to take action and make a difference.
Similarly, The Woman King, Nanisca, is a powerful example of a Hero archetype. The film, The Woman King, tells the story of Nanisca, a historical figure and warrior queen from the Kingdom of Dahomey in West Africa. She was a formidable leader and warrior, and she is often celebrated as a hero in African history and folklore.
Nanisca embodied many of the qualities of the Hero Brand Archetype, including bravery, courage, and determination. She was a warrior queen who led her army into battle and defended her people against their enemies. She was also a skilled diplomat, negotiating with neighboring kingdoms to maintain peace and stability.
In short, she was a trailblazer for women in leadership and warfare. She challenged the traditional gender roles of her time and showed that women could be just as capable and powerful as men. Her legacy has inspired generations of women to pursue their dreams and fight for equality and justice.
In conclusion, the Hero Brand Archetype is a powerful and inspiring archetype that many brands strive to embody. Brands that successfully embody the Hero archetype can create a strong emotional connection with their customers, inspiring them to overcome challenges and achieve greatness. By focusing on the values of courage, determination, strength, responsibility, and perseverance, brands can create a powerful and empowering message that resonates with their customers.
So, if you're looking to create a brand that embodies the Hero archetype, just remember: be strong, courageous, and never back down from a challenge. With a little bit of determination and a lot of heart, you, too, can be a Hero!
Do you need help with identifying the right brand archetype for your brand? Let's talk!