All about Hero Brand Archetype

If the brand was compatible with the archetype of the hero, the stages of reproducing this archetype in brand It begins. A hero in the public mind is a character with a strong will through which he tries to overcome the challenges and hardships he faces.

but What is a hero archetype?? What characteristics distinguish the hero archetype from other archetypes? What brands follow this archetype? Stay with us.

What is the archetype of the hero brand?

Who do you think is the hero? A person who performs a positive action (such as saving another person's life) with self-sacrifice and courage and accepting risk? Or someone who prefers honor and honesty to power and wealth in 2 dramatic ways and sensitive situations?

Both of the above can be a definition of the hero archetype; In fact, the hero archetype includes a set of qualities such as courage, honor, and honesty.

This same archetype created famous characters such as Superman, Robin Hood, or William Wallace (the main character of the movie Braveheart); but this archetype is not only used in describing or creating movie characters, and many prominent brands in the world have also modeled it. In the next part, we will examine the characteristics of the hero brand archetype and then introduce these brands.

Learn more: What is brand personality??

Characteristics of Hero archetype brands

In the previous section to some general features Hero archetype We mentioned; In this section, we will introduce these features in more detail.

A hero in the public mind is a character with a strong will through which he tries to overcome the challenges and hardships he faces. But have you ever wondered what scares a hero? Or what are the other angles of a hero?

A hero who has always won challenges and competitions, does not know how to deal with failure! When a person does not know how to deal with a phenomenon, he is afraid of it. A hero is not afraid of competition and being challenged, but why of failure!

Heroes usually do not fight (competition) with opponents weaker than themselves; Because they value honor more than victory. But how are these features in Branding Are they implemented?

First of all, brands should determine whether following the hero archetype can have positive effects on their brand based on their brand audience persona, missions, values ​​and vision.

If the brand was compatible with the archetype of the hero, the stages of reproducing this archetype in brand It begins. Each archetype has its own visual signs that appear in the brand logo, the colors used in it (logo) and even on the product packaging. These colors include:

• Orange and yellow: These 2 colors in the archetype of the Hero brand express self-confidence, creativity, warmth and intimacy.

If you intend to introduce yourself as a heroic but friendly brand with customers, using orange and yellow colors in Visual identity of the brand Put yourself first.

• Black and dark gray: These colors play a role in the hero brand archetype, indicating intelligence and mastery and creating a sense of being different for customers.

The archetype of the hero usually appears in the advertising slogan of brands; One of the clear examples in this direction is the advertising slogan of the Nike brand: (just do it) or "just do it!"

An example of a slogan in which the characteristic of courage is tangible and tries to inspire its audience (Nike brand) with the courage to do great things.

Hero archetype brand audience

You have probably come across people for whom the use of a product has created a sense of distinction. For example, a person who buys his everyday clothes from the "Armani" brand, usually tries to adapt his moral characteristics to the characteristics of this brand (the archetype and personality of the Armani brand).

Audiences and customers of brands that are branded based on the hero archetype usually seek to be admired as a hero. The customers of these brands subconsciously feel that by using the products of this particular brand (such as Nike), they can overcome their challenges; Like a warrior who presses a coin in his hands before a battle; Because he feels that the magical power of that coin will make him win!

Learn more: Types of brand personality 

Hero archetype brands

According to the concept of this archetype, most sports brands use it. In the following, we will examine the most famous brands that have branded based on the hero archetype.

The archetype of the Nike brand

Few people in the world with Nike brand Not familiar. This brand, which specializes in the field of sportswear production (linen, t-shirts, etc.), tries to instill a sense of heroism in its customers and audiences with its slogan, visual identity, video ads, etc.

The recent advertising video of this brand with the participation of football stars Ronaldinho, Mbappe, Vinicius Jr. and Holland, centered on the slogan of this brand, is one of the most attractive videos in the world of advertising. In this video, the efforts of these players from childhood to the final success are depicted in a short period of time in order to express this issue: the efforts of each person will not remain fruitless; Provided that he fights heroically to reach them!

Adidas brand archetype

The fierce competitor of the Nike brand in the sportswear industry, which is based on the motto "Nothing is impossible!" (Impossible is Nothing), in order to instill a sense of courage and the spirit of overcoming challenges to its customers.

Adidas brand, uses the concept of this mission in its advertising videos and makes attractive teasers with the presence of famous football stars (such as David Beckham, Messi, etc.).

(We recommend watching the Hey Jude promotional teaser of this brand)

Arva brand archetype

Arevais a brand that produces all kinds of industrial and household tools in Iran. With the slogan "Arva, the tool of success", this brand tries to give its audience the feeling that the production tools of this company are reliable and reliable and will win any challenge.

The archetypal concept of the hero is also present in the company's teasers, and their color theme is red and white. In Arva's advertising teasers and exhibition events, the emphasis is always on being equipped, teamwork and achieving success, and this tool appears as the main role of success; Just like this Promotional teaser Areva, in which a group of heroes prevent a dangerous accident by using this tool.

summary; Choosing a hero archetype for the brand is a special and smart choice

Carl Gustav Jung defined 12 models of human behavioral archetypes, and now these 12 models are the solution to many problems not only in defining or knowing the psyche of people, but also in the world of advertising. One of these archetypes, Hero archetypeis followed by many famous global brands to pay for their brand personality and identity.

In this article, we tried to fully examine the archetype of the hero brand and introduce its foreign and domestic examples for a better understanding. To create your basic brand archetype, you can use services and advice Advertising center Iran Novin get help.