Super Heroes seem to be everywhere lately. Forget x-ray vision or scampering up the sides of buildings, powerful brand recognition is their real super power. With ComicCon New York just ended and Halloween around the corner, it’s a good time to take a closer look and see what branding lessons business can learn from these costumed heroes? Read on. Excelsior!
1. Tap into Mythology, Define Your Why
As simple as they may seem, Super Heroes endure because they tap into universal human needs and concerns. In this age of Permission marketing it isn’t enough to promote your product or service, you must connect with your audience on an emotional level by tapping into one of their needs.
2. Have Branding/Origin Story
A Super Hero’s Origin Story is their Branding Statement, the reason why they do what they do the way they do it. It’s what set’s them apart from normal humans and other caped crusaders. On a deeper level these stories can also inspire others find their inner hero, and start a business themselves. Your Mission Statement — the story of how, and why, you started your business allows you to connect with people who share your values.
3. Create a Recognizable Identity
Tapping into the collective subconscious is OK, but what good does it do you if nobody knows you’re there, or remembers what you stand for? Each costume is one big branding campaign. It reflects who they are, what they do, not to mention creating loads of merchandising opportunities.
4. Embrace Your Super Powers
Super Heroes are defined by their Super Powers— the extraordinary capabilities, and benefits, they bring to the world (and you bring to your customers). By focusing on what they do best, each hero fills a need and deals with difficult situations on their own terms. Focus on what you do best and promote your own Super Powers.
5. Mingle with the Masses
Secret Identities are the Super Hero way of keeping it real. It allows them to spend time with the people they serve, get to know them better and see first hand how they can help — it’s like they’re doing their own market research.
6. Vanquish a Super Villain
Heroes also defined by heroic deeds. They build their reputations by taking on Super Human challenges, sort of the the way you rescue clients from difficult situations, and consistently coming out on top. Solving a problem, filling a need, and providing value is how you build credibility and become a real Super Hero to your target audience!