top of page

'The Hero' brand archetype: seven ways your brand can also tell 'em to get stuffed.


Image credit: Junkee

"Compulsorily acquired? You know what this means don't you? They're acquiring it compulsorily!"


It's true. Not all heroes wear capes. And not all heroes are Aussie Battlers. But in Darryl Kerrigan's case, we'll make an exception - and we'll send the exception straight to the pool room.


He was the champion of optimism, fierce protector of his family and the undisputed king of his castle. With breathtaking honesty, humility and unwavering principles, he took it up to the man and emphatically won - against all odds. It was a testament to his belief in hard work, guts and determination. He possessed these qualities in spades and it was no surprise that he shared them with the typical 'hero' brand archetype. My archetype of the week.


If Darryl Kerrigan were an Aussie Rules footballer, he’d be the player who consistently goes in and gets his own ball. The player who lives for delivering the one percenters that rarely make the stat sheet and the player who prides himself on putting his body on the line, to his teammates’ advantage.


In reality, (and with the exception of craving public praise - a 'hero' archetype personality flaw), his attributes and beliefs fit the hero archetype like a pair of good-as-new wood chopping gloves advertised in the Trading Post.


Image credit: SBS

Thing is, Darryl Kerrigan didn't see himself as a hero. He simply believed that where there was a will, there was a way. And that way was home.


Which is why his story and the inimitable tale of his Castle struck a chord with all Australians. Because if there’s one thing we know about Australians, if we catch wind of a hero drinking their own bath water, the tall poppy syndrome commences in earnest. That ‘hero’ will not win the battle and certainly won't win the war.


Now more than ever, the world needs more heroes like Darryl Kerrigan.


Until then, we'll keep on dreamin'


-


Do you recognise any of the following attributes and values in your own brand?


~ You can take the boy out of Bonnie Doon, but you can't take Bonnie Doon out of the boy. You believe airs and graces was the name of a mildly successful soft rock band in the 1980s.


~ You prefer bravery over false bravado. Your home is your castle. Your word is your bond. And your words are underpinned by courage and candor.


~ You honour the work over authority, your honour. If you have to work that bit harder to stick it to the man, you'll do it with guts, determination and sustained resilience.


~ You never see yourself as a victim, but bullies beware. If this archetype catches wind of an individual or organisation that habitually seeks to harm or intimidate those whom they perceive as vulnerable, there will be consequences. And they won't be pretty.


~ If you're going to be a jack of all trades, why not be a master of the universe? You only see the word, 'can' in 'can't' and 'possible' in 'impossible'. You pride yourself on honing your skills and absorbing yourself in subject matter until there's little left to learn.


~ You're a defender, not an offender. You'll fiercely protect your loved ones, your assets and your territory whenever they're placed in jeopardy. And you'll enlist and empower those around you to help you achieve the desired outcome.


~ You want (nay, need) to save the day. But only if it's a day ending in 'y'. For it's in your DNA to 'just do it'. It's in your bones to be an upstanding citizen. And it's in your blood to leave an enduring legacy.


Nike, Adidas, Australian Army Reserve and Duracell are all examples of the 'Hero' brand.


180 views0 comments

Comments


bottom of page