the HERO BRAND ARCHETYPE

hero brand archetype Aug 08, 2022

the HERO

Also known as: the Warrior, Crusader, Dragon-Slayer, Winner, Rescuer, Team Player 

 

The Hero is driven by a desire to prove self-worth through acts of courage, competent strength and perseverance towards a greater good. They seek to meet this need through the practice of disciplined self-mastery and decisive forward action against any odds.

 

Hero Brands offer people a “can-do” feeling of inspiration and provide solutions to solving major personal and/or social problems. Common industries include Sportswear, Athletics, Emergency Services, Outdoor Equipment, Military, Video Gaming.

 

HERO BRAND CLIENT PSYCHOLOGY:

Desire: To prove one’s worth through performance, competition and acts of courage.

Motivation/Goal: Realize self-mastery through acts of courage that improve/protect the world. 

Motto: “Where there’s a will, there’s a way”

Biggest Fear: Weakness, Vulnerability, Cowardice, Old Age.

Strategy: Be strong, competent, decisive, strategic; develop leading diplomatic skills, inspire others to action.

Weakness:  Arrogance, Aggression, Bullying, Needing To Win, Ego. 

Strengths: Courage, Discipline, Perseverance, Strategization, Team-Building.

 

SHADOW SIDE:

SHADOW QUALITIES: Stoicism

PRONE TO ADDICTION: Achievement/Success

 

HERO BRAND INDUSTRIES:

Sportswear & Equipment, Outdoor/Tactical Equipment, Athletics/Fitness, Competitive Sports, Martial Arts/Competitive Fighting, Emergency Services, Film & Television, Fictional Reading, Video Gaming, Military, Firearms + Ammunition

 

HERO BRAND PROMISE: 

  • Solve major personal + social problems, or help others to do so 
  • Can be Underdog or ‘Challenger’ brands
  • Inspire or motivate customers to “be all they can be”
  • Push forward against all odds/old conventions, have a clear competitor to beat 

 

PRICE POINT:

Mid-High

 

CUSTOMERS FEEL

Empowered, motivated, “I will live my destiny; I can do anything I set my mind to”

 

DIFFERENTIATING FACTOR

Differentiate from competitors who can’t “follow through” or “get it done.” Tendency towards “Versus/Brand Enemy” positioning. 

 

HERO BRAND EXAMPLES: 

 

CORPORATE/POPULAR: FedEx, Nike, Adidas, Tag Heuer, the Olympics, the Navy Seals, Gatorade, The Olympics, U.S. Military, Federal Express, The Red Cross, WNBA

 

MYTHOLOGICAL/POPULAR: Athena, Ares [Greek], Hercules [Greek/Roman], Achilles [Greek/Roman],  Odysseus [Greek], Thor [Norse], Karna [Hindu], Harry Potter, Wonder Woman, Luke Skywalker, Hilter (Shadow), Darth Vader (Shadow), Jon Snow [GOT], Maximus [Gladiator], Mulan [Disney], King Lionidas [300]


PERSONAL BRANDS: Dr. Jordan Peterson, Michael Jordan, Susan B. Anthony, Sojourner Truth, Attila the Hun, Joan of Arc, Malala Yousafzai, Martin Luther King, Jr., Michael P. Murphy [U.S. Navy Seal, Operation Red Wings], George Washington, Marie Curie, William Wallace

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