We are a society built on mythology – people love a good story. From the most ancient of civilisations through to the modern day, we’ve used myths and legends to entertain, teach and connect. Over time, folklore has become a part of a shared language, able to transcend communication barriers and connect people with shared feelings and messages.
For centuries, these stories have captivated audiences with their lessons, characters and symbolism. From ancient tales like Hercules or Icarus, through Arthurian legend all the way to the modern myths of superheroes we see today. The main trait these legendary tales share is that they are memorable – the feelings and lessons shared in these stories make them hard to forget.
So, what does this have to do with branding?
Well, it’s all in memory. In a crowded market, your brand is what makes you memorable. And clients are more likely to use brands they remember. A strong brand identity is the difference between standing out or fading into the mists.
This article aims to help you understand how some of the most memorable brands in the world use elements of mythology and how you can use these same tales to create a legendary brand.
Establishing the Brand’s Mythos
So, how do you establish your brand as a legendary figure in the marketplace? Building a mythology around your brand means building a shared experience for your clients and your wider audience – and this can only be done through a careful strategy. Myths and legends work because they retain the same message, despite retellings across the ages. This is also how your brand works – people will talk about it and you want to ensure that they are saying the right things, no matter who they are.
Build a compelling origin story
The origin story is a fantastic place to start building a legendary brand mythos. Think about modern superhero tales – they almost always start with a memorable origin story. A strong origin forms the foundation of your brand story from which everything else can grow.
Your origin story often takes two forms – the real and the metaphorical. The real story is how you started your business or what problem you saw that needed solving. It’s important and informative. The metaphorical story is more unique – it provides the emotional reasons that your brand exists. It often shares parallels with the real story, but using the metaphor helps to create a more memorable impact.
Take Nike for example, named after the Greek goddess of victory. You can already see some parallels to the brand image the company wishes to show. Aligning the brand with a figure that shows purpose and achievement creates an immediate emotional connection with the brand – victory is built into the very soul of the brand.
When you build a legendary brand, consider looking at myths and legends that reflect your core values for inspiration.
Developing key brand archetypes
Brand Archetypes are avatars that reflect patterns of human nature. Brands use them to build a character around their identity to connect with their audience on a deeper level. These are also reflected in myths and folklore – characters often fit into an archetype to make it easier for the audience to understand their motivations.
Take the story of King Arthur as an example. He and his Knights of the Roundtable are associated with feelings of order, leadership and honour – traits of the Ruler archetype. A brand that offers leadership training might use aspects of this legend to show the values of leadership, teamwork and community. The Ruler archetype naturally exudes authority – a trait that leaders will undoubtedly seek.
Using brand archetypes creates a consistent, relatable brand persona. If you’re not sure of yours, I’ve developed a handy quiz that will help you uncover it.
Using symbolism and imagery to convey brand values
One of the most potent aspects of mythology is symbolism. Put simply, symbology condenses complex ideas and emotions into simple, memorable imagery. This is a large reason why semiotics works. For branding, encapsulating difficult concepts into something simple helps make it more memorable.
For example, the phoenix is a mythical bird found in stories as early as Ancient Egyptian mythology. Its flaming form is reborn from ashes – creating a powerful symbol of rebirth and renewal. A brand focusing on transformation or rebirth could use this symbolism well. This creates a promise to their clients of overcoming challenges and emerging brighter than ever. That’s why I named my rebrand service Phoenix!
Using symbology in logo design, visual identity and even naming can show your brand values at a glance.
Engaging the Audience Through Storytelling
Creating brand narratives inspired by mythic structures
Storytelling is the most important aspect of mythology. Legends typically follow narrative structures that are used to this day – these have worked on audiences for generations. The most compelling of these stories always have at least one rise and one fall. And there is good reason for this. A story made of only rises is dull and feels unrealistic. A story made of only falls is depressing and oppressive.
By implementing both success and failure into your brand story, you show a more authentic narrative that is more relatable – and often inspiring.
Take the most famous example of story structure – the hero’s journey. The hero embarks on their journey, faces adversity, suffers a loss, and has a transformation or change that eventually allows them to succeed. Tales from the Odyssey to The Lord of the Rings use this structure. A brand can use struggle and success to build trust and confidence by appearing inspiring and relatable.
Often, these structures are centred around the customer – a brand can build successful campaigns by showing potential consumers how their lives will be different through the use of a product or service. These narratives are not only engaging but can also make it more relatable.
Building an emotional connection with consumers through storytelling
Emotions are key to brand psychology – the most memorable brands create a strong emotional connection with the audience. It is the same with storytelling – we may not be able to remember a story word-for-word, but we can easily recall the emotional journey it took us on.
Using mythical elements in your storytelling can create a far stronger connection with your audience. Tapping into universal themes and symbols helps subtly regulate the emotional responses of your potential clients. This builds a more memorable brand experience. By creating a narrative around these themes and weaving them into a flowing story, your audience goes on a journey that is easier to remember. This builds familiarity, creating an emotional connection with the brand and increasing the likelihood of further interaction and purchase.
The emotional connection is also vital to loyalty. Repeat business is far cheaper to acquire than new business, so anything that increases loyalty reflects well for a company’s bottom line.
Leveraging Hero’s Journey in Brand Development
So how can a brand use the Hero’s journey in the development of a legendary brand? It’s actually quite simple – though requires some honest soul-searching and strategising.
Identifying the brand’s heroic qualities
As with any part of branding, discovery and identification are the first steps. A brand that knows what it stands for will find the process easier. Characters drive the most impactful stories, not events. As such, it’s vital you first understand the qualities and values your brand holds.
Identifying your brand’s heroic qualities is an important first step. These are your brand values – the qualities that your brand believes in and that help differentiate it from the rest of the market.
For example, Tesla takes inspiration from the story of Prometheus, who stole the light of the gods to give it to humanity. This represents the idea of bringing innovation (symbolised by light) and always pushing boundaries.
By identifying your brand’s own heroic traits, you’l find it easier to position and stand out as different.
Aligning the brand’s journey with the consumer’s journey
Bonds are forged in common experience – the more you can align with your customer, the easier it becomes to create a positive impression. By understanding your audience’s challenges, aspirations, desires and fears, you can connect with their journey and show them a path forward. Positioning yourself as a guide or ally on their journey makes it easier to build trust and a more meaningful, personal connection.
This means understanding your clients on a deeper level. It’s not simply about demographics (though things like age, location and salary can help), but also includes thinking about their state of mind. Build customer personas with needs, wants, desires and fears as a central part of the avatar. This gives you a greater appreciation of their feelings at every stage of the journey and helps you connect with them.
Fostering loyalty through ritual
Another big part of mythology comes in the form of ritual or tradition. These reinforce cultural values and create a sense of community. In branding, adding a sense of ritual creates familiarity and helps consumers know what to expect from your interactions. This is a powerful method of building loyalty.
Apple has created a following of loyal customers who eagerly await the newest additions to their product range. This modern-day ritual is created by building a sense of community in the brand. This helps consumers feel like a part of the shared identity.
By creating and nurturing your community, you create a shared sense of purpose that builds a loyal base of customers.
Further examples of brands using mythology
There are many successful companies using mythology and folklore to great effect in their branding. Here are a few more examples.
Starbucks uses the image of a mermaid in their logo. These mythical creatures used their enchanting voices to lure unwary sailors. This symbology represents allure and mystery – providing the brand with a sense of discovery and the exotic.
Versace uses the symbol of Medusa as a part of their brand, representing power and a sense of danger or seduction. This bold choice shows the brand’s fashion as captivating and irresistible – building a sense of beauty and boldness that is both elegant and striking.
And it’s not just famous brands – I created the Iron Dragon brand with this same method. Dragons are seen as powerful, wise and courageous – all elements I wanted to reflect in my own brand identity. In fact, the story I use of the koi changing into a dragon is taken directly from folklore, providing a sense of tenacity and adventure.
Conclusion – using mythology and folklore to make a legendary brand
We can learn much from mythology and folklore, not only about the importance of storytelling but also about how to become timeless. This can be a powerful tool for brands to be memorable. Customers get a more engaging journey from brands that build a strong origin story, craft compelling narratives and use recognisable archetypes.
Becoming legendary brand means building an identity that stands the test of time. So when you look at your brand strategy, consider how to use mythic elements to craft a story that involves – and captivates your audience.
The brands that do have the best chance of standing out as legends in their own right.
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