Brand Archetype: Hero

Quote: “A hero has faced it all; he need not be undefeated, but he must be undaunted.” ~ Andrew Bernstein

Motto: Where there’s a will, there’s a way.
Driving desire: to prove one’s worth through courageous acts
Goal: expert mastery in a way that improves the world
Greatest fear: weakness, vulnerability, being a “chicken”
Strategy: to be as strong and competent as possible
Weakness: arrogance, always needing another battle to fight
Talent: competence and courage

Also known as: warrior, crusader, rescuer, superhero, savior, soldier, dragon slayer, the winner and the team player

Hero archetypes in the wild:

  • inventions or innovations that will have a major impact on the world
  • help people be all they can be
  • solve a major social problem or encourage others to do so
  • have clear opponent you want to beat
  • underdog or challenger brands
  • products and services that are strong and help people do tough jobs exceptionally well
  • differentiate from competitors with problems following through or keeping their promises (“brand enemy” positioning)
  • customers see themselves as good, moral citizens

Archetype examples: Nike, Superman

See all 12 brand archetypes

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