HERO Archetype Profile Your Brand Archetype Insights. brandonian.com This is your Bradonian Archetype Profile insights document. This report captures the essence of your own archetype and is a CONTENTS valuable resource for building or strengthening your brand. The Methodology The values and behaviours aligned How we define your future brand .................3 with your archetype should provide a set of guidelines for your Meet all the Archetypes ..................................4 organisation’s activity. How Archetypal Theory is applied ...............4 Once your brand has been aligned to an archetype you can use it to Meet Your Archetype confidently navigate your future The Hero ..............................................................5 marketing and business direction. Motivational Theory ..........................................8 Always ask: “Are the plans that we Using Your Archetype are making aligned Within business ................................................10 with our Archetype?” From here you can flesh out your The Hero Trap brand strategy further to include A need for there to be an enemy ................12 all your future business and marketing activities. Hero Customers What are the characteristics? ....................... 13 Awakening Your Archetype How to present a Hero brand? .................... 14 What’s Next? Tell the world .....................................................15 Get some help ..................................................15 Copyright Statement © Copyright Brandonian Pty Ltd – All IP, ideas, concepts and supporting materials are the property of Brandonian Pty Ltd. 2 ©Brandonian P/L | All concepts presented remain copyright of Brandonian www.brandonian.com UNDERSTANDING OUR METHODOLOGY Your brand’s future direction is based on a bespoke position mapping methodology. HOW WE DEFINE YOUR FUTURE BRAND We believe marketing is a method and consumer buying behaviour is a science. We developed our Brandonian system to combine the two to make marketing a methodology that we term neuro-marketing. Brandonian’s branding methodology is based on Swiss psychiatrist Carl Jung’s theory of ‘archetypes’ or brand characters. Jung’s research concluded that everyone shares an innate understanding of what certain characters are and represent. Therefore, archetypes allow us to define the ‘soul’ or essence of your brand and to express it with universal feelings and instincts we all share and can relate to. When we start telling your brand story using the language of your aligned archetype people will easily connect with your brand. They get you. They know what you stand for. It feels right! Most importantly, a great connection with your customer or stakeholder becomes a SIGNIFICANT POINT OF DIFFERENCE in the market. A powerful, aligned Brandonian brand no longer has to rely on differentiating on price, features or benefits. 3 ©Brandonian P/L | All concepts presented remain copyright of Brandonian www.brandonian.com MEET ALL THE ARCHETYPES HOW ARCHETYPAL THEORY IS APPLIED The online quiz you have just completed prompted you to carefully consider your brand’s true motivation (‘what it is you are REALLY selling’); and what your customer’s emotional response should be when experiencing your brand. At Brandonian, we contend that this ‘true motivation’ (the ‘Why?’) creates a more powerful connection with customers and stakeholders than simply experiencing the product or service. Simon Sinek said it best when he said, ‘People don’t buy what you do, they buy why you do it’. Your brand’s emotional connection with your customers is defined by your archetype. You can tell your brand story from your business’s perspective as to why you have created what you have. Or, you can tell your brand story from a customer’s perspective telling why they need, or what they can expect from using your product or services. This document provides assistance for you, your team, and any future employees to understand your archetype. When your archetype is understood it will help you appeal to the right customers, and communicate your ‘why’ more effectively. Your business will be seen and heard and stand apart in crowded marketplace. 4 ©Brandonian P/L | All concepts presented remain copyright of Brandonian www.brandonian.com THE EXPLORER Your FutureTHE Brand HERO promises new experiences and challenges us to giveYour them Future a go. Brand By trying is a naturalthem, we createdefender, the possibility using mastery to learn for a the little morebenefit about of ourselves. others. 5 ©Brandonian P/L | All concepts presented remain copyright of Brandonian www.brandonian.com HERO The hero exudes power and strength, but a controlled strength, harnessed to the benefi t of the user. “Where there’s a will there’s a way” Wish To help as many people as possible Focus To use mastery in a way that improves the world Fear Weakness, vulnerability and not delivering on your promise Strategy To be as strong and dependable as you are capable of being Trap Arrogance, developing a need for there always to be an enemy Purpose Competence and courage 6 ©Brandonian P/L | All concepts presented remain copyright of Brandonian www.brandonian.com THE HERO The Hero is strong, confi dent, disciplined and courageous. They are at the height of their powers, fi ghting battles against evil forces and freeing the world from oppression. The Hero represents power, honour, victory and ability to triumph over evil, adversity or a major challenge. In doing so the Hero is an inspiration to us all, showing what is possible if we believe. The Hero Business: They are often either committed to a worthwhile cause or devoted to helping their customers and employees to ‘be all that you can be’. They often create innovations that will have a major impact on the world and can solve a major social problem or encourage others to do so. The Hero Culture: When the Hero archetype is active in a culture the team are ambitious and seek out challenges – or they may be more reluctant Heroes who recognise the injustice or problem and role they can play to do what needs to be done to remedy it. Examples of the Hero Brand: Famous Heroes: Superman, Batman, Spiderman, Hercules. Hero movie characters: John Wayne, Harry Potter, Luke Skywalker. Hero brands: Australian Army, Nike, Red Cross, Federal Express, Duracell. The Hero identity may be right for your brand if: • You have an invention or innovation that will have a major impact on the world • Your product helps people perform at their upper limit • You are addressing a major social problem and asking people to step up to the plate to help address it • You have a clear opponent or competitor you want to beat • You are the underdog and want to rival the competition • You need to di erentiate your product from one that has problems with follow-through • Your customer base identifi es itself as good, moral citizens OPEN | RELUCTANT | UNSUNG Discover your brand at brandonian.com mybrandonian hellobrandonian.com DISCOVERING BRANDS ©Brandonian | All concepts and illustrations presented remain copyright of Brandonian. DISCOVERING BRANDS 7 ©Brandonian P/L | All concepts presented remain copyright of Brandonian www.brandonian.com MOTIVATIONAL THEORY We spoke about the fact that people don’t buy Motivational Theory comprises of four major opposite what you do, they buy why you do it (Simon Sinek). themes as drivers which create tension in our Understanding what REALLY motivates your target collective unconscious: market (as individuals or as a collective) at a deeper 1. Belonging or a sub-conscious level is the heart of Motivational Theory. Discovering and leveraging these sub- 2. Independence conscious drivers and triggers creates a distinct and 3. Stability memorable brand, and a clearly defined position in 4. Mastery your market in the eyes of your customer. It is important to remember that consumer motivation At its core, motivation is a theoretical construct is comprised of both rational and emotional drivers. used to explain behaviour. It represents the reasons Rational drivers can be summarised as the benefits for people’s actions, wants and needs. Motivation can constructed from the 4 Marketing P’s (Product, also be defined as one’s direction to behaviour, or Price, Place and Promotion). Much of your sales and what causes a person to want to repeat a behaviour marketing activity will be conducted in this space and vice versa. but it is equally as important to overlay with the motivational drivers. Life requires constant negotiation along these poles Stability S I n d g e p n i e g I n n d B o e l n e c B e M Mastery These are the primary tensions faced regularly in a person’s thinking 8 ©Brandonian P/L | All concepts presented remain copyright of Brandonian www.brandonian.com MEET YOUR ARCHETYPE Fundamentally, a Hero exudes power and a controlled strength to benefit others Put simply, the Hero wants to make the world a better 2. Selflessness: True leaders always puts others first. place. They will not admit to being a Hero as they Ironically, that kind of selflessness can often be are only doing what is right, answering the call of strategic, because focusing on others’ needs often the innocent and helping a worthwhile cause. Hero winds up helping you achieve your own goals. A heroic brands are constantly proving their worth through leader helps others without any expectation of payback. courageous and difficult actions, whether they are 3. Humility: Nothing makes a heroic leader seem a little directly helping in a hands on situation or using new less heroic than if he or she seems to want constant technologies as a prop. credit for his or her actions. True heroism can amaze us, Heroes don’t think of themselves as Heroes because and it also often contains a component of modesty. that would seem too arrogant. They just see 4. Patience: While heroism often requires quick thinking themselves as doing their job and, as a result, Heroes and decisiveness, truly heroic leaders often also display have qualities that others admire.