Rule 1: Have a superpower –
What is a superhero without a superpower? There have been many a debate around dinner tables discussing ‘if you could have any superpower in the world, what would it be?’. The amazing thing is when you look at the landscape of superheroes…and there are thousands…they each have a distinct and unique power. I mean, how interesting would it be if there were two superheroes that shot webs out of their wrists? What about 5? 10? 50? Well this is the rut that many businesses put themselves in. They don’t think about what makes them different from the sea of companies who do the exact same thing they do.
Rule 2: Serve the people –
Would you be engaged by a superhero that could push a pencil faster than a speeding bullet? Probably not. Why? Because it’s not useful, helpful or relevant to anyone. A good superhero has to serve the people. So does a good brand. You have to stand for something that people need or desire.
Rule 3: Create your icon –
Superheroes usually own a color and an icon. What superhero do you think of when I ask you to visualize a red cape, blue body suit and a yellow crest with a big red S on his chest? Why Superman, of course. An icon not only helps you get recognized and identified but also remembered.
Rule 4: Be authentic –
Can you imagine Captain America pushing an old woman aside to jump on the subway? Of course not. When Captain America is in uniform, he is noble, strong, hard-working, just, and honest…the epitome of being All American. Being authentic is about staying true to who you are at all times.
Rule 5: Be approachable –
Many superheroes have alter egos. They make the character more interesting, more understandable and more approachable. And although this point may sound like a contradiction to my previous point, it’s not. It’s important for a brand to have depth. After all, perfect is boring and unapproachable. Find ways to add warmth to your brand – engage, build relationships, learn from your mistakes and be open to feedback.
One final thoughtAs Peter Parker’s (aka Spider Man) Uncle Ben once said: “With great power comes great responsibility”. So use your powers wisely.
Lara McCulloch-Carter
Author of the Special Event blog ready2spark
Director of Marketing – Regal Tent Productions
Past-President – ISES Toronto
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