University Brand Guidelines: Brand Personality

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 a 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 East Texas A&M 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

You’ll discover our brand embodies The Hero archetype. This powerful profile drives our identity and inspires our community.

The Hero

Mascot of a lion wearing a jersey with the number 89, holding a shield with the words

The Hero Profile

Through feedback from campus faculty, staff and students, we determined that the hero archetype best fits who we are collectively as East Texas A&M Lions. Keep reading to learn more about the hero archetype.

Characteristics

As you explore The Hero archetype, you will find they consistently exhibit several key traits that set them apart.

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

Given these qualities, you will find that the Hero archetype is consistently driven by a clear set of overarching 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

While the Hero archetype strives for grand goals, you might also notice specific fears that often drive or challenge them.

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

Environment

When discussing the Hero archetype, you’ll find that ‘environment’ specifically refers to any place or situation where difficulties or challenges demand action.

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. East Texas A&M’s education and services are provided by heroes for heroes. At East Texas A&M, we help heroes make a difference.