5 Lessons in Branding We Can Learn From Superheroes
It doesn’t matter what your stance on Marvel vs. DC is (but for the record, I’m Marvel all the way…). We believe that every caped crusader and force-sensitive fighter has some special secrets to share on branding that we can all carry with us…
1. Carry a powerful visual identity
It’s near impossible to wear red and blue without being likened to Superman. Especially if you’re wearing your red cape and underpants on the outside.
The colours stand out in his frequented space of the sky — and colours matter when it comes to branding.
A signature colour combination for your brand can increase brand recognition by 80%.
And let’s not forget that Superman ‘S’ logo — it’s simple but it really packs a punch and is iconic. That’s what you should be aiming for when developing your brand’s visual identity.
It should stand out in its environment for all the right reasons.
2. Leverage technology
Whether you’re busy scaling buildings and defeating villains, or developing a strong brand to grow your business, technology is your friend. If Bruce Wayne hadn’t been a zillionaire with access to cutting-edge technology via Wayne Enterprises, there’s no way Batman could’ve become the bold and brooding superhero we know and love today.
Batman used Bat-Tech including his impressive array of vehicles, a rather advanced cape / wings combination and countless other weapons and equipment.
For branding your business, it’s going to be less of that and more like this: the latest web design tools, social listening programs to understand your audience, analytics software to see what’s resonating and clever apps to create engaging content. Bam! Pow!
3. The value of storytelling
A compelling brand story can spark a meaningful connection between you and your audience.
Your brand story is the narrative of how your business came to be — what drives you and what are you aiming to achieve.
Star Wars is the epitome of exceptional storytelling.
We have a sense of purpose, we have conflict, and we have a mission. Obi-Wan Kenobi just wanted to help Anakin Skywalker reach his full potential and look at what’s unfolded since (no spoilers, but the new Disney series is definitely worth a look - totally on Star Wars brand).
The story keeps us coming back for more, and so should your brand story.
4. The power of knowing your brand
Not every superhero can swear, make constant jokes and even break the fourth wall — but Deadpool can.
What Deadpool teaches us is that we don’t have to please everyone to be loved.
When you know who your audience is, your brand persona can speak directly to them. And it’s okay if that means you are divisive, as long as your messaging is well-received by your target demographic.
This can also be a great opportunity to be super authentic and with 88% of consumers saying that authenticity is crucial to them - that can only be a force for good.
5. Lasso your point of difference
The X-Men aren’t just a bunch of random mutants.
Each of them has a place, a role to play when coming up against the enemy. And the best ones know exactly what their own point of difference is and how and when it is best utilised within the broader mutant landscape.
For brands, your point of difference is also known as your unique selling point (USP).
While there may be other brands who are doing something similar to you, what are you doing differently (eye lasers perhaps)?
Incorporate your special something into your branding.
Need a Jedi Master?
Build a powerful brand to create a business that is capable of finding its super power.
We can help you through every stage of your branding journey — just use the force and reach out.