General Motors announced recently that its new Chevrolet Corvette ZR1 will go into production for 2025, making it the most powerful version of the iconic sports car ever released, CNBC reported. The new model will be powered by a twin-turbocharged, 5.5 liter, V8 engine capable of more than 1,000 horsepower and 828 foot-pounds of torque.

The ZR1 will be the latest addition to what GM calls the “Corvette family,” which leverages the reputation of the American sports car line to boost revenue and sales. In addition to the ZR1, this family could also soon include an all-electric Corvette, which GM has previously confirmed but hasn’t given a timeframe for. And a Corvette SUV, which has been under consideration for several years.

Examining a ‘Heroic’ Brand Personality

Some on Wall Street have said for years that GM could better leverage the Corvette brand by expanding models and, to some extent, sales. A Morgan Stanley analyst estimated in 2019 that a Corvette sub-brand could be worth between $7 billion and $12 billion.

Given this type of success, if you’re in a marketing director or similar role, you might be wondering how you can tap into the energy of a brand like Corvette’s for your company. This can begin with helping your broader creative, content, or communications team understand how brand personalities like Corvette’s can be built.

In Jungian terms, Corvette might be said to follow the “Hero” archetype. As a pinnacle of automotive engineering, it overcomes technical challenges in order to achieve peak performance. The brand’s focus on performance and handling further suggests a sense of mastery over the driving experience for those who own its vehicles.

The Hero archetype is one of the most common in storytelling, with modern examples from film and books including Harry Potter, the young wizard destined to defeat the Dark Lord Voldemort. Or Neo from “The Matrix,” a seemingly ordinary computer programmer who discovers his potential as “The One.” Or Rocky Balboa from the “Rocky” movies, the struggling boxer who defies the odds to become a champion.

Copy on the Corvette homepage for the Stingray, commonly referred to as the “everyman’s sports car,” calls the vehicles the “pinnacle of precision.” While language about the new ZR1 says the edge-to-edge aerodynamic cars “can attack any road both fast and strong.”

Establishing a Heroic Brand Voice

As a copywriter with experience in agency, in-house, and freelance settings, I’ve seen how companies can achieve their own distinctive brand personalities. Including ones that sometimes follow some of the most classic patterns. This experience includes work for companies in industries from tech to media, finance, travel, beverages, CPG, and restaurants, in both B2B and B2C markets.

If it’s a brand voice inspired by the Hero archetype along the lines of Corvette’s you’re seeking, an experienced copywriter can help you find the right approach.

This could include storytelling that highlights the brand’s struggles against adversity and how it emerged victorious, demonstrating resilience and determination. See, for example, Ben & Jerry’s and their history of outspoken stances and action on social and political issues, from fair trade to climate change.

It could also include messaging that highlights a rebellious spirit and desire to push boundaries in order to challenge the status quo, including through problem-solving or innovative solutions. With Virgin and its focus on reinventing customer experiences from low-cost airlines to mobile phone services serving as just one example.

Finally, it could also include content that motivates a company’s customers to take action and embark on heroic journeys within their own lives. Like, for example, outdoor apparel company REI and its now-longstanding Opt Outside program that promotes unplugging from technology and reconnecting with nature.

Other Examples of Hero Archetype Brands

So what does this type of brand transformation look like in practice? In addition to Corvette, a number of companies have also successfully implemented Hero archetypes in their own branding, with the below representing just a few:

 

Cruise company Royal Caribbean said recently it plans to shorten trips and pack days with activities and exclusive opportunities as demand soars, according to CNBC.  

The announcement comes as Royal Caribbean launches Utopia of the Seas, the world’s second-largest ship with a capacity of nearly 5,800 passengers. The new vessel features 13 pools, 21 dining options, and two casinos, among other amenities.

So how do these moves support Royal Caribbean’s existing “Come Seek” brand positioning? For one thing, you might speculate that shorter getaways could help the company cater to core audiences such as millennials. And help them experience the adventure of cruising without a huge time commitment.

Royal Caribbean CEO Jason Liberty told CNBC’s “Squawk Box” that 42% of guests who are millennials or younger say they plan to go on shorter vacation experiences over the next 12 months.

Uncovering a Blend of Two Archetypes

Cruises are one of the few areas of the hospitality sector where prices continue to rise sharply. Meanwhile, Royal Caribbean has the strongest order book in the cruise industry, with bookings holding strong through 2025.

Given these types of trends, if you’re in a marketing director or similar role, you might be wondering how to tap into the energy of a brand like Royal Caribbean’s for your own company. This can begin with helping your broader creative, content, or communications team understand how brand voices like Royal Caribbean’s might be constructed.

In Jungian terms, Royal Caribbean would seem to combine elements of two archetypes: the “Explorer” and the “Entertainer.” Royal Caribbean’s Explorer side embodies a spirit of adventure, discovery, and pushing boundaries. But there also appears to be an Entertainer side to the brand that’s all about joy, amusement, and unforgettable experiences.

As a company, Royal Caribbean in a practical sense seems to be committed to innovative ships, unfamiliar destinations, and thrilling activities. But at the same time, it would also appear to emphasize world-class entertainment and the creation of a carefree atmosphere.

Characters from the world of film that might embody much of the same Jungian combination include Indiana Jones, who seems as adept at witty banter is he is at uncovering global archeological mysteries. Or Star-Lord from “Guardians of the Galaxy,” who combines a love for classic rock music and goofy jokes with leadership of a ragtag team of outer-space misfits. 

Copy on royalcaribbean.com describing the company’s cruise destinations discusses taking guests “deep into top-rated cruise ports and off-the-beath-path gems, so you can experience each one like a local.” And language discussing the various amenities onboard the company’s new Utopia of the Seas ship calls out “bigger flavor,” “bolder play,” and “better chill days than you’ve ever imagined.”

Those claims are backed on the website by, in addition to the onboard features already mentioned, mentions of the ship’s three waterslides, 23 bars, and eight hot tubs.

Achieving Your Own Unique Brand Tone-of-Voice

As a copywriter with experience in agency, in-house, and freelance settings, I’ve seen how an informed approach can help companies achieve their own unique combinations for their brand voices. This experience includes work for clients in the travel industry, as well as other areas including tech, media, finance, beverages, CPG, and restaurants, in both B2B and B2C markets.

If it’s Royal Caribbean’s combination of Explorer and Entertainer you’re seeking, an experienced copywriter could help your team find the right approach.

In terms of language, this could include phrases that evoke a sense of adventure, new experiences, and discovery of hidden gems. Including through the use of strong verbs and evocative adjectives. As well as the incorporation of playful linguistic devices such as lighthearted jokes and asides to build a sense of connection. Or even the use of intriguing and provocative questions to spark curiosity and interest.

Real-World Brand Voice Examples

So what does this all look like in practice? In addition to Royal Caribbean, multiple brands have also successfully combined Explorer and Entertainer archetypes into their brands:

• Airbnb offers unique and authentic global travel experiences while also emphasizing the chance to connect with locals and create lasting memories.
• The Body Shop offers natural ingredients and ethically sourced products that connect you with nature. And also employs vibrant packaging, playful product names, and a focus on self-expression.

Walmart said recently that it’s opening five automated distribution centers for fresh food across the country, according to CNBC. The big-box retailer said the facilities were part of a larger effort to modernize its supply chain and expand capacity to keep up with online customer orders.

So how do these new initiatives support Walmart’s existing overarching “every day heroes” brand persona? For one thing, the retailer’s recent emphasis on fresh foods can help it play a role in supporting its customers’ overall well-being.

These initiatives could also help Walmart empower shoppers to make healthier food choices in a convenient way through online ordering and home delivery. And in a way that doesn’t make its customers break the bank.

The Everyperson Archetype and Your Brand

As a company, Walmart has been financially successful recently, with profits expected to grow over the next five years and revenue still above pre-pandemic levels. Store pickup and delivery also drove 22% e-commerce gains for the retailer in the most recent quarter.

Given trends like these, if you’re in a marketing director or similar role, you might be wondering how you can implement a brand voice like Walmart’s for your company. This can begin with helping your broader creative, content, or communications team understand how brand voices like Walmart’s can be built.

A Jungian might say that Walmart’s brand follows an “Everyperson” archetype. Some brand archetypes are related to mythic figures such as magicians, outlaws and jesters. But an Everyperson brand resembles the ordinary individual, and is both relatable and approachable. Think Jim Halpert from “The Office,” Bilbo Baggins from “The Hobbit,” or Spider-Man alter ego Peter Parker.

Walmart offers affordable goods and services to a broad customer base. And it offers them with an attitude that when expressed most successfully, comes off as genuine and honest, without pretense.

The retailer’s bettergoods private brand, for example, launched earlier in 2024, says it aims to make “elevated culinary experiences accessible to all.” And language on Walmart.com says bettergoods food items, of which most are priced under $5, are made for “curious palates and ambitious home chefs.”

Developing Everyperson Brand Voice Guidelines

Depending on your industry or company, it might be intimidating at first for your team to try to connect with audiences on the highly personal level a successful Everyperson brand voice demands.

But as a copywriter with experience in agency, in-house, and freelance settings, I’ve seen how an informed approach can help. This experience includes work for companies in industries ranging from tech to media, finance, travel, beverages, CPG, and restaurants, in both B2B and B2C markets.

An experienced copywriter can help your marketing team step into the audience’s shoes and understand their language, challenges, and aspirations. They can also help your team choose words and phrases that sound natural and conversational, while avoiding jargon and overly complex vocabulary. Helping your company sound even more like a trusted friend to your target audience.

In addition, a copywriter can help your team develop comprehensive guidelines to ensure consistency in messaging across all communications platforms, from social media to website and email copy. All while maintaining your brand’s core relatable and approachable personality.

And when you’re ready to launch new campaign assets, a skilled copywriter can help you experiment with different messaging and tones within your guidelines to identify what works best. Helping optimize your copy through methods such as A/B testing.

Real-World Everyperson Brand Voice Examples

So what does this kind of brand voice transformation look like in practice?  In addition to Walmart, a number of brands have successfully implemented Everyperson brand voice approaches in their own marketing programs:

• Ikea emphasizes the everyday consumer and their home life with messaging that’s practical, straightforward, and focused on creating better day-to-day lifestyles.
• Old Navy’s clothing and marketing are designed to appeal to a wide range of people with an emphasis on comfort, affordability, and wearability.
• Dunkin’ focuses on convenience and affordability with a brand image that resonates with busy, everyday people.
• Kraft Macaroni & Cheese taps into nostalgic memories and the simplicity of home-cooked meals.
• Google’s branding often focuses on how its complex technology products can simplify daily life and solve problems for the average user.
• Ally Financial has positioned itself as a challenger bank, appealing to everyday customers who may feel underserved by traditional financial institutions.