Is Hero your brand's *irresistible* personality?

Hero Brand Archetype is all about mastery.


“Where there is a will, there is a way.”

Pauline Kael


Courageous, driven, disciplined.

The Hero inspires us to become better, think bigger and get stronger.

If your brand is the Hero, you inspire others to become heroes in their own lives.

The Hero is disciplined, driven, often very competitive. Strong both physically and mentally, they do not shy away from challenges that lay ahead.

The Summary

Motto: Where there’s a will, there’s a way.

Basic desire: To prove your worth through difficult act.

Goal & objective: To push yourself and prove yourself by challenging yourself.

Fear: Vulnerability, weakness, being a coward.

Strategy: Be as competent and strong as you can.

Weakness:  Being too competitive, arrogant, always looking for a new fight.

Talent: Courage, endurance.

The call: Feeling powerless, out of control. Wanting something and being willing to get it. Seeing a challenge emerging.

Your customers need: To make a difference in the world, prove themselves, challenge their own limits.


Your ideal customer

They are very energetic, competitive and are not afraid of new challenges. Often, they are actively looking for a new challenge and a new fight, which can be their negative side at times. They want to push their own limits and are always first who try what’s possible.


Connect with your audience

Speak to their deep desire to challenge themselves and their limits, to prove their worth by doing something difficult or impossible (for others). Inspire them by giving them challenging tasks, a reason to stand up and protect someone more vulnerable, to be selfless and courageous.


What your brand experience should be?

Constantly produce results to show Hero customers that whatever challenge comes your way, you’re always proving your worth and up for it. Offer products or services that would help your customers think that using them will put them ahead of everyone else.


Brands and people within the Hero archetype


Nike, BWM, FedEx, Adidas


Rocky Balboa, Pink, Achillies (Greek fighter)





Does this describe your brand?


    • Alex

      That’s great! What’s the thing you most agree with?

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other archetypes



Idealists and dreamers always looking for ways to be happy and spread happiness. They are seeking simplicity, honesty and being able to be themselves.



Sensual, passionate and vulnerable.The Lover wants a true connection not only with their lover but their family and friends.

Girl Next Door

Girl Next Door

If your brand strives to belong, being a part of the community and create a connection with others like Jenna Kutcher, GAP or IKEA this is your archetype.



Deeply loving and compassionate. Often forget about themselves, feeling neglected and out of their power. They are very inclusive, approachable, protective.



They’re called to stop to the chaos around them, take control of their lives. As a Leader brand, you help people use their authority to influence change.



Restless, always searching, exploring, trying to find themselves. Whether they are searching for themselves or experiences, they are always on the run.



Hedonist, careless, cheerful, unpredictable. The Joker is all about playing around, disrupting the order, making fun and not taking things too seriously.



The Rebel is all about destroying what’s not working and doing things their own way, often shocking others in the process.



They spend their whole time searching for the truth, learning and digging deep into the things they care about. It’s not about education, but wisdom.



The Magician is all about change, transformation, and metamorphosis. They find ways to create something that is truly magical, leaving you mesmerized.



The Creator is all about expressing themselves and bringing their vision to reality. They love creating something that did not exist before and get great satisfaction from both the process as well as the outcome. They want to leave a legacy, create something of lasting value.

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