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Brand Personality
Our Brand Personified
Brand personality is a look into the true nature of our brand. It refers to how our brand is personified with a set of human traits and characteristics. If our audience likes our brand and identifies with what we stand for, they'll be more drawn to engage with us. The best way to accomplish this is through the use of archetypes.
What are Archetypes?
Archetypes are an unconscious set of patterns or ideas we use to understand ourselves and the people around us. Anything capable of taking on a persona or personality fits into an archetype. Archetypes are categorization tools. They make character traits relatable by fitting them into universal behavioral categories.
Archetypes in Branding
Archetypes personify our brand, which allows our audience to relate to A&M-Commerce in a similar way they might relate to a person. When consumers connect deeply to a brand, they become more than customers; they become advocates.
Personify our brand
Create deep connections
Make us relatable
Create brand advocates
Our Archetype:
The Hero
![A&M-Commerce Lion archetype.](http://k7fd.kshgxm.com/wp-content/uploads/2021/01/Hero3-copy-617x1024.png)
The Hero Profile
Through feedback from campus faculty, staff and students, we determined that the hero archetype best fits who we are collectively as A&M-Commerce Lions. Keep reading to learn more about the hero archetype.
- Seeks out challenges
- Arises after recognizing an injustice or problem
- Overcomes adversity to accomplish greatness
- Earns respect and accolades along the journey, as an underdog
- Views oneself as an “average Joe”
- Embraces risk and change
- Sacrifices oneself for the cause
- Thinks quickly
- Restore and make the world a better place
- Be strong and competent
- Prove one’s worth
- Pursue lifelong personal growth and transformation
- Leave a legacy
- Protect, inspire, motivate and challenge others
- Weakness and vulnerability
- Failing to have what it takes to persevere and prevail
- Any place or situation where difficulties or challenges demand action
Hero Consumers
Hero consumers mirror the characteristics of the hero archetype. They consider themselves heroes or desire to become heroes. They often see themselves as good, moral people and are naturally attracted to brands that demonstrate their beliefs. A hero consumer judges a brand not only on its product offerings but also on the strength of the brand's character and values.
Hero Brands
Hero brands bring out the best in people, helping them perform at their upper limits and boost effectiveness. A&M-Commerce’s education and services are provided by heroes for heroes. At A&M-Commerce, we help heroes make a difference.
Example Hero Brands and Characters
![Nike logo.](http://k7fd.kshgxm.com/wp-content/uploads/2021/01/Brand-Standards-Website-Illustrations-09.png)
Nike
![Gatorade logo.](http://k7fd.kshgxm.com/wp-content/uploads/2021/01/Brand-Standards-Website-Illustrations-10.png)
Gatorade
![U.S. Army logo.](http://k7fd.kshgxm.com/wp-content/uploads/2021/01/Brand-Standards-Website-Illustrations-11.png)
U.S. Army
![FedEx logo.](http://k7fd.kshgxm.com/wp-content/uploads/2021/01/Brand-Standards-Website-Illustrations-12.png)
FedEx
![Red Cross.](http://k7fd.kshgxm.com/wp-content/uploads/2021/01/Brand-Standards-Website-Illustrations-13.png)
Red Cross
![Katniss Everdeen from The Hunger Games Series.](http://k7fd.kshgxm.com/wp-content/uploads/2021/01/Brand-Standards-Website-Illustrations-06.png)
Katniss Everdeen
The Hunger Games Series
![Harry Potter from the Harry Potter Series.](http://k7fd.kshgxm.com/wp-content/uploads/2021/01/Brand-Standards-Website-Illustrations-07-1.png)
Harry Potter
Harry Potter Series
![Simba from the Lion King.](http://k7fd.kshgxm.com/wp-content/uploads/2021/01/Brand-Standards-Website-Illustrations-08-1.png)
Simba
The Lion King
Personality Keywords
Brand personality refers to how our brand is personified with a set of human traits and characteristics.
- DETERMINED: persistent, relentless, unwavering
- HEROIC: self-sacrificing, bold, protective
- BRAVE: courageous, selfless, fearless
- CONFIDENT: sure, decisive, optimistic
- PROUD: independent, dignified, uplifting
- DRIVEN: ambitious, goal-oriented, motivated
- COMPETITIVE: achiever, self-controlled, prepared
- STRONG: powerful, tough, sturdy
- SUPPORTIVE: invested, compassionate, encouraging
- DISCIPLINED: educated, self-controlled, prepared
- FOCUSED: undistracted, dedicated, alert
- AMBITIOUS: aspiring, seeking, hopeful
Up Next
Explore our brand's
Marcomm :: Contact us
Contact Us
- Office of Marketing and Communications
- 903.886.5128
- [email protected]
- Binnion Hall, 140
- 1500 Education Drive
- Commerce, TX 75428