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THE HERO

Where there's a will, there's a way.

The Hero sees life as an opportunity to prove their worth through strength, courage, or action. They believe that winning is success, that action is better than inaction, that the strong protect the weak - and just so we are clear - they are the strong.

This archetype is also called the Athlete, Champion, Competitor, Crusader, Dragon Slayer, Liberator, Rescuer, Soldier, Superhero, Team Player, Victor, or Warrior.

HERO BRANDS

The Hero may be a good identity for your brand if:

  • You have an invention or innovation that will have a major impact on the world

  • Your product helps people perform at their upper limit

  • You are addressing a major social problem and asking people to step up to the plate to help address it

  • You have a clear opponent or competitor you want to beat

  • You are the underdog and want to rival the competition

  • The strength of your product or service is its ability to do a tough job efficiently and well

  • You need to differentiate your product from one that has problems with follow-through

  • Your customer base identifies itself as good, moral citizens

Hero Mindset

DESIRE: To achieve, to rescue, to triumph. To be the best that you can be as manifested through courage, strength and power

GOAL: To become as strong, competent, and powerful as possible. To exert mastery in a way that improves the world.

GIFT: Competence, courage and drive

CALL: A challenge or someone needing help, Abuse of yourself or others

FEAR: Weakness, Vulnerability

SHADOW: Ruthlessness, need to win at all costs, arrogance, an insatiable need for an enemy

Levels of the Hero

Level 1: The development of boundaries, competence and mastery expressed through achievement and motivated or tested through competition

Level 2: Working hard; doing your duty for your country, organization, community, or family

Level 3: Using strength, courage and competence to make a difference to you and in the world

SIMILAR ARCHETYPES

Volvo logo
Motto: Love your neighbor as yourself

Core Motivating Desire: To help others, to be needed.

Harley Davidson logo

The Outlaw

Motto: Rules are meant to be broken.

Core Motivating Desire: To destroy what is not working

Rolls-Royce Logo

The Ruler

Motto: Power isn’t everything: It’s the only thing.

Core Motivating Desire: To create order.

THE 12 BRAND ARCHETYPES

Chart of the 12 Brand Archetypes

The 12 Brand Archetypes were developed by Carol Pearson and Margaret Mark as a system for consistently creating stronger and more meaningful brands. The content on this site has been paraphrased where possible, and cited directly where needed to maintain accuracy.

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