|Core Desire||To prove one’s worth through courageous and difficult action|
|Motivation||Mastery and expertise in their skills|
|Fear||Being weak, cowardice|
|Weakness||Arrogance, making enemies out of a lot of things|
Think of Katniss Everdeen from the Hunger Games series, Rocky Balboa or even Doctors Without Borders. They all strive to reach their end goal; winning the Hunger Games or the boxing match or save lives from diseases.
Athletic brands are often portrayed with the Hero brand archetypes, so do the military and some non-profits. However, consumer hygiene product may also be a Hero brand archetype if they position themselves as saviours against grime and dirt, just what P&G’s Mr. Clean is doing.
The brand not only promised to rid of hard-to-clean dirt (it was originally a solvent to clean ships in the 1950’s), to top its portrayal of strength and prowess, Mr. Clean himself is embodied as a bald, tanned, and muscular man.
Another example is Indah Water Konsortium (IWK), who has the Hero as a sub-archetype. While their dominant archetype is the Caregiver, IWK can be seen as the Hero as well.
The waste-treatment company works to provide clean sustainable living in urban and rural areas all over the country, which portrays the Caregiver archetype. Often, it also advertises itself as the saviour from unsanitised and unhappy lifestyles, to which the Hero archetype lies.
How to know if you are a Hero brand?
Hero brand archetypes are performance-driven. Hero brand archetypes want their customers to push boundaries and break records, but also to go the distance and make a mark in their field. Therefore they often market themselves as superior and high quality, something they think as winner-material.
You can be a Hero brand if you inspire your audience to do better and stronger, and overcome their limits, just what many athletics brands do. Hero customers are achievement-driven, but they also can be laymen seeking a solution that saves them from inconvenience, hardship and harm, like Mr. Clean and IWK.
To know more about the Hero brand archetype, read our The CEO’s Strategy Playbook: The Brand Building Playbook for Business Leaders, which you download today and get your own do-it-yourself brand strategy worksheet!