Primary Archetype: Hero

Companies save money on their utility bills, improve facility and employee performance, comply with federal and local laws, and hit sustainability targets as better stewards of the environment. SECONDARY ARCHETYPES: MAGICIAN, CARETAKER

Brands are more transparent and powerful when they embody a primary character archetype. This gives life, meaning, and authenticity to their story.

Let’s determine: what archetype should this brand express most fully in its marketing?

Brands that embody archetypes communicate with their target audience most clearly. Having a deep understanding of what archetype Big Shine Energy is composed of creates a comprehensive roadmap for the choice of language, messaging, and storytelling to use when communicating about the brand.

It creates a guide for anyone who writes about Big Shine Energy to stay consistent with its tone and spirit, and even empowers your own employees with the verbal ammunition they need to effectively communicate about the business. As a result? Your brand is unified on every front.

As a company with the mastery to build, install, and maintain lighting, HVAC, and photovoltaic systems making customers more sustainable, Big Shine Energy is most accurately the Hero archetype. Heroes are known for saving the day when no one else can. Heroes swoop in and restore faith and trust in humanity when all hope seems lost. Heroes first master their capacity for action, and then they inspire others to do the same. As a Hero, Big Shine Energy has the courage and bravery to take action and do whatever it takes to solve problems. Big Shine Energy first mastered the production of LEDs and photovoltaic cells and then learned that a properly sustainable solution had to be more than great products. They have the courage to discover that true mastery must include services, doing the installations and ongoing maintenance.

With resilience and determination, Big Shine Energy helps companies successfully switch to sustainable energy solutions. As a result, their environmental impact is significantly reduced. Companies save money on their utility bills, improve facility and employee performance, comply with federal and local laws, and hit sustainability targets as better stewards of the environment. Big Shine Energy doesn’t stop there, though. After installing the new systems and solar panels, Big Shine Energy is effectively part of customers’ teams by maintaining and managing their complicated, important energy systems. This characteristic reveals another archetype in Big Shine Energy’s personality, the Caretaker.

With resilience and determination, Big Shine Energy helps companies successfully switch to sustainable energy solutions.

Brands that embrace archetypes, like people, cannot be boxed into one group. Although brands have a primary archetype they embody, there are a handful of characteristics akin to other archetypes that help support the primary archetype and make it stronger. That’s why it’s critical to understand and recognize the secondary archetypes that Big Shine Energy embodies and how that impacts the marketing stories we tell.

Embracing the service aspects of the Caretaker, Big Shine Energy takes responsibility for the maintenance and management needs after an installation is complete, so customers never have to worry about the new complexities of ongoing maintenance themselves. Customers are busy; they don’t have time to learn and understand the nuances and details of maintaining their solar panels, LED lighting, or a new Building Management System (BMS). Big Shine Energy’s services eliminate new burdens made by switching energy systems and encourage companies to make the change, knowing that it doesn’t require additional effort from them.

Switching to sustainable energy systems is complicated; it’s more than installing some solar panels or LEDs. Truly successful sustainable energy initiatives require revamping the system itself. The scope, scale and technical difficulty of this work tap into the Magician archetype. Not just showing a path for change, Big Shine Energy also has the characteristic of the Magician archetype in its ability to make the impossible possible. The Magician dives deep to get to the root of problems to have a true understanding of how to solve them. As a Magician, Big Shine Energy analyzes the entire building’s energy system holistically, engaging with the bigger picture and then uses this analysis to drive innovative solutions that best solve the problem.

In marketing messages and storytelling, we can tap into the voice and strategy of the Magician and Caretaker archetypes to support the messaging and personality of the Hero archetype.

The nurturing and attentive characteristics of the Caretaker and the innovative, transformational nature of the Magician are fundamental to achieving the goals of the Hero—to take action and save the day. As a result, Big Shine Energy can lead by example and show others that the impossible can be done. It can inspire others to have the courage and bravery to take action that is significant and important for the environment and the future of the world. Big Shine Energy is showing customers that they, too, can help save the world through sustainable initiatives.

YOUR BRAND ARCHETYPE

The Hero

Courageous. Bold. Inspirational. On a mission to make the world a better place.

Desire

To prove one’s worth by acting with courage and taking responsibility. To compete and win.

Voice

The hero desires to make their mark, improving the world and achieving their best.

Strategy

Bravery and mastery. The Hero first masters themselves and their capacity for action and then inspires others to do the same.

Motto

Where there’s a will, there’s a way. All it takes for evil to triumph is for good men to do nothing.

Fear

Weakness, vulnerability, the failure of nerve or bravery.

Weakness

Arrogance and overbearing. Intolerant of the weakness in others and themselves, they exceed their limitations.

COLOR PALLETE EXAMPLES

IMAGE EXAMPLES

BRAND EXAMPLES

5

Each archetype has a unique gift they bring to the world. As the Hero archetype, what gift does your brand offer your audience & world?

The Hero’s gift to others is a capacity for action and the skills it has mastered. It tackles problems head-on, overcoming challenges and getting the job done. This gift is embodied in the result achieved, the problem solved, and the reassuring confidence the brand heroes feel, knowing they can count on Big Shine Energy.

Moral of
the story

Stories at their best have a universal meaning that speaks the truth about us and about the world we inhabit. Marketing is best when it draws on and embodies meaningful values. What’s the moral of the story for your brand?

Having mastery over building energy systems, Big Shine Energy transforms the world by showing customers that they don’t have to settle and that affordable, sustainable energy is achievable and feasible. Big Shine Energy shows customers that making greener choices and encompassing sustainability practices is practical and financially beneficial.

5

The brand hero is the target audience and customer of your brand. Customers buy a product to journey from the ordinary world (where they have problems and unmet desires) to an extraordinary world where that’s no longer the case. This section outlines the problems, symptoms, emotions, and desires of your brand heroes. When we know this critical information, we can identify how we can connect your brand to your audience on a deeper level and get them to trust you as an authentic and authoritative brand. This results in attracting more customers and keeping the ones you already have.

Big Shine Energy’s brand heroes are commercial and industrial businesses with decision-makers breaking down into three primary groups, including CEOs, sustainability/energy officers, and operations/facilities management.

Typically, these businesses may have heavy machinery and large physical footprints like warehouses with complex electrical needs, federal government facilities, and multiple sites across the U.S. and Canada. Most companies are national, but some are global. Big Shine Energy is expanding into government contracts because governmental organizations need sustainability help too.

Customers are problem and solution aware but need the education to understand better what options are available and how to implement them. All Big Shine Energy customers know they need to meet energy efficiency goals and regulations, sometimes across multiple sites across the U.S. and Canada. They need help to decrease energy-related expenses, maintain effective lighting/HVAC, and manage large-scale energy efficiency projects.

CEOS:

Making up the largest portion of our brand heroes at nearly half of the decision-makers, these CEOs are leading multimillion-dollar companies with multiple facilities. Looking at the big picture, they’re thinking of investors, government regulations, and operational sustainability in a quickly changing business climate.

SUSTAINABILITY/ENERGY OFFICERS:

Sustainability/energy officers are professionals who are always thinking about how they can make energy use better and are interested in trying to decrease the energy use of a facility. They are also often engaged in marketing and PR, conscientious of optics to investors and customers.

OPERATIONS/FACILITY MAINTENANCE:

Operations/facility maintenance professionals are often building engineers and plant/operations managers. Always thinking about utilities and operations, they are also responsible for ensuring facilities are bright enough and cool enough for employees to work safely.

5

You don’t have a story without conflict and struggle. What is our hero wrestling with or subject to in the ordinary world?

“The Struggle” is the symptoms and problems they experience as it relates to your product/services. The struggles are what stand in the way between where the brand hero is now, and where they desire to be.

THE STRUGGLE

Our brand heroes experience pains both externally and internally, and it’s critical to speak to both.

When lighting isn’t working properly, it poses a safety threat to employees. Our brand heroes are directing their employees to spend time and energy fixing dim, flickering lights and HVAC problems. This means maintenance teams can’t focus on fixing critical machineries like conveyor belts and production equipment. As a result of ineffective energy systems, operational budgets are tight, and energy costs are unpredictable. It’s a consistent point of stress in the budget.

Additionally, brand heroes are under pressure from stakeholders and investors to launch sustainability efforts while reducing operational costs. However, this is no easy feat, and brand heroes don’t know what to do or where to start. Additionally, they don’t know where or how to get incentives from the local, state, or federal government bodies. Instead, they end up wasting time trying to find solutions but getting nowhere.

When a brand hero does attempt to create energy efficiency solutions, they can’t find the products or the labor to complete their projects, so the projects wind up incomplete or ineffective. As a result, they are missing out on investment dollars, government certifications, and tax incentives.

How to Talk About the Struggles in Marketing Messages:

Example #1: Is your maintenance team always fixing a lighting or HVAC problem? Your system is costing you time, money, and resources.

Example #2: We understand the complications of sustainability initiatives. It’s a full-time job, and there are a lot of other responsibilities that can’t be neglected. At Big Shine Energy, we….

5

Every character has an object they desire, which motivates them to respond to the call to adventure. They have two journeys: one external and one internal. We need to speak to both in the messaging we create and the stories we tell.

Brand heroes want turnkey sustainability. They care about their environmental impact but also about government incentives and investor benefits. Being sustainable means having a place in the future of business as it evolves, when sustainability practices become increasingly critical. Obtaining solar energy and more efficient energy systems means they can have structured, dependable, fixed operation costs and reduced energy overhead. Brand heroes can feel confident sharing financial reports that meet sustainability and budget goals with leadership and investors.

A significant factor for energy system improvement is the desire to create resilience against grid failure and grid instability. Brand heroes want to work with a partner that sticks around after installation as an ongoing, trusted resource. They want that partner to monitor, maintain, and manage energy systems, providing valuable data and insights to continuously improve efficiency. By having a partner responsible for monitoring and maintaining energy systems, brand heroes can accomplish their goals with minimal internal effort and rock-solid reliability.

How to Talk About the Desires in Marketing Messages

Example #1: Receive financial tax incentives, grants, and subsidies when you add solar into your energy mix. At Big Shine Energy, we’ll help you achieve key sustainability metrics while decreasing your operational costs.

Example #2: At Big Shine Energy, we don’t just install solar panels; we take a holistic approach to all of your energy systems to maximize their efficiency. We don’t believe in set it and forget it. We’ll maintain and manage your BMS for you, providing key data and insights as needed to ensure your system is operating efficiently.

Brand Archetype

Primary Archetype: Hero