What Superheroes Can Teach Us About Building Strong Brands
The relevancy of a story and it’s superheroes creates an enduring appeal that has the power to capture our hearts for years no matter what our age group. Not unlike brand affinity, the character blueprint will make or break a fan/consumer connection very quickly and should not be developed haphazardly.
Times change, struggles change, needs change.
Like brands, super heroes morph into whatever we “mortals” are struggling with socially. For example, during World War II, Superman first arrived from the planet Krypton during the gathering storm. In the cartoons of those early days, he fought Nazis and avenged the attack on Pearl Harbor. In some ways, Superman was a Jewish superhero. Now, 60 years later, we are still able to identify with Clark Kent who is a digital blogger struggling with his own identity as he continues to fight against those trying to take over the world…
Another Marvel masterpiece, originally debuting in the 1940s, made a reemergence in the 2000s in it's hit movie series, The Avengers. In the 2011 film, "Captain America: The First Avenger,” the heroes take on the the World Trade Center and Pentagon attacks of September 11th. The world was very much divided and this group of heroes banning together created a strong emotional tie and relevancy to current events.
The connection we feel with our favorite superheroes, is not unlike the attachment a consumer feels to brands that have successfully built upon this modern day relevance. By developing a company based on familiarity, clarity, innovation and an overarching human-like story, the strongest brands share quite a few similarities to our greatest masked heroes.
Google & Iron Man: Innovation
Not unlike Iron Man, Google seems to always be one step ahead in the technology space. The kicker here is the dilemma between whether to dream up what’s next and invest in new products, or to improve on existing ones?
Apple & Batman: Iconic
A simple 'bat' lights up the sky and the bad guys know what’s coming for them! Not unlike the bat signal, Apple has done one of the best jobs in its creation of brand identity with it’s icon. The company is instantly recognizable without its name and people immediately anticipate something not only innovative but designed to the highest standards.
TOMS & Robin Hood : Philanthropic
TOMS is a very likable brand, arguably one of the most recognized when it comes to products for a purpose. The company has given over 45 million pairs of shoes to children in need with their "One-For-One" program. Blake Mycoskie…Robin Hood in disguise?
With all of these big brands and superheroes, you may be thinking, “sure, it’s a lot easier to compare and contrast something that is already great!” But where do we go when we’re creating from scratch? Where are these correlations when we’re talking about something new? Take a look at our top 5 best practices when it comes to the drawing board in creating an A-list superhero AND a big deal brand:
How to be a SUPER hero:
What makes you tick? You must have a story - a reason for being.
Serve the public to the best of your ability.
Be available to help around the clock. There is no such thing as a super hero vacation!
Create an impact on your community.
A great costume never hurt! As Edna Mode said, “This is a hobo suit, darling. You can't be seen in this. I won't allow it!”
How to increase brand recognition:
Develop a heart-felt story that speaks to why you are in business
Provide great customer service
Work to keep your name in front of your market
Provide value – exceed their expectations
Use the same photo/logo in all your marketing materials
As we have all heard before, the story is king. The next time you’re in a quandary about how to elevate your brand, you may just try dissecting the ins and outs of your favorite caped crusader. You never know, his/her antics may be the missing link to your brand success…