Brand Personality

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.

Characteristics

• 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

Goals

• 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

Fears

• Weakness and vulnerability
• Failing to have what it takes to persevere and prevail

Environment

• 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