The Hero Archetype
“Where there’s a will, there’s a way”
Also called: Warrior, crusader, superhero, soldier, athlete, dragon slayer, competitor, victor
Core desire: To prove one’s worth through courageous acts.
Goal: To improve the world through exertion of mastery.
Fears: Weakness, vulnerability, giving up.
Strategy: Gaining ultimate strength, competence and power.
Gift: Competence and courage.
Marketing niche: Make a positive mark on the world, solve major problems or enable/inspire others to do so.
Share your story: Be inspiring with challenges you have overcome.
Example: Duracell
Your customers feel: Empowered, inspired, motivated, determined.
Your customers most fear: Ineffectuality, impotence, powerlessness.
The Hero is a good identity for brands if
- your product will have a major impact on the world
- you help people perform at their upper limit
- you are addressing a major social problem
- you want to beat a clear competitor
- you are the underdog that wants to rival the competition
- you can do a job efficiently and well
- you want to show that you can follow through and achieve especially compared with competitors
- your customers are ‘good, moral citizens’
