An underlying control of Weskus Distrik’s strategic brand is its brand archetype, The Hero. Rooted in psychology, there are several brand archetypes, and they are used as recognisable personality types that embody the brand. It helps brands to develop a consistent and compelling identity. At first blush, The Hero may seem presumptuous or windgat but read the article to understand what it portrays and then decide for yourself.
The Hero brand archetype has a strong sense of right and wrong, looks to make a difference and seeks to overcome injustices and problems. They have a core desire for mastery and inspire others to push themselves. Hero brands portray success through hard work and effort and meet challenges head-on. They are proud that their work sets them apart and see their work as important and empowering.
Desire: Mastery
Goal: Improve the world through courage
Strategy: Motivate and encourage
Brand Message: “Where there’s a will there’s a way”
Traits: Bravery, Courage, Honor, Inspiration, Growth
Fears: Weakness, Incapability, Injustice, Cowardice, Incompetence
A hero is not necessarily about dramatic feats or fighting off evil enemies. It’s about being relatable and grounded in values and qualities that others aspire to.
Dr Johan Tesselaar
CFO Weskus Distrik.
