17.07.2024
Brand Archetypes: Harnessing ‘The Hero’
6 min read by Amber Weerasinghe
Harnessing The Hero
As design lead at OOB, I’ve come to appreciate brand archetypes as a useful tool for shaping brand identities, helping them to resonate deeply with consumers and clients alike. Among the myriad of archetypes a brand can tap into, the hero archetype shines as a beacon of potential inspiration and aspiration.
In this article, we’ll delve into the nuances of the hero archetype and explore how we can leverage this persona to craft compelling brand identities that captivate their target audiences and ultimately, drive success.
So, What is a Hero?
The hero archetype embodies courage, strength, resilience, and the relentless pursuit of a noble cause. From ancient myths to modern-day storytelling, the hero has long been a symbol of triumph over adversity and the embodiment of a true and powerful (if sometimes a little unexpected) leader.
Heroes do not often seek power, they are thrust into the spotlight, often through their own moral fortitude or endurance of hardships – ‘the hero’s journey’. Well-known, international brands making use of the hero archetype include: BMW, Starbucks, Coca-Cola and Nike.
What Does This Mean for Brands?
This archetype offers a powerful framework for differentiation in a crowded marketplace. By positioning themselves as champions of their customers’ aspirations and allies in their pursuit of success, brands can carve out a bold and unique identity that truly sets them apart. As well as themselves, Nike often portrays athletes as heroes in their advertisements, showcasing their perseverance, determination, and triumphs.
The “Just Do It” campaign, for example, encourages individuals to overcome obstacles and achieve their goals, positioning their customers as heroes in their own right. As a designer, my task is to evoke this sense of empowerment and aspiration through every decision made when creating a hero brand’s visual elements, from brand assets to campaign collateral.
How Brands Can Make Use of The Hero Persona
From logo design to typography choices, every piece of the puzzle should reflect the brand’s heroic personality and inspire consumers to join them on their quest for greatness. Using the initial attributes of this persona as a starting point, we are able to build out a unique identity that authentically communicates it; at every stage asking, ‘is this how our hero would act, look, move, speak?’…
This archetype provides brands a world of opportunity for creating compelling narratives to be told across all touchpoints and channels. Whether it’s through packaging, print, web design, or social media content, every brand interaction presents an opportunity to reinforce the heroes story and deepen the emotional connection with consumers. When building out marketing collateral and other assets for brands, I always strive to start with the persona, asking if this content/campaign/layout or even typeface, feels right for the personality I am coming to know well.
We Can Be Heroes!
The hero archetype offers brands a framework for answering these initial questions, from the standpoint of an inspirational leader, driving forward and empowering their customers and clients to do the same. Tesla is another great example of this; positioning its electric vehicles as the heroes of the automotive industry, leading the charge toward a sustainable future. The brand emphasises innovation, cutting-edge technology, and environmental consciousness, by extension, also positioning Tesla owners as heroes, driving positive change.
By embracing the heroic ethos and bringing it to life through thoughtful design, brands can embark on their own epic journey towards success and leave a lasting impression on the hearts and minds of consumers. Harnessing the hero archetype creates brands that inspire, empower, and ultimately triumph, for the good of all.
