Hero Brand Archetype
Heroes are those we admire, usually for their courage, ambition, and their strength.
The Hero Archetype is known for their courageous acts. They stand for proving their worth against evil and rising to meet any challenge. For the Hero, where there’s a will there’s a way. They are highly motivated and will do anything to achieve their goals.
The Hero seeks out tough challenges. They are determined to leave a mark for themselves. They exude confidence in their actions which draws in their dreamy clients and are most fulfilled when they overcome a challenge. Heroes value quality and efficiency. They don’t have time for things with no real substance or that do not help them triumph. Heroes volunteer themselves for the job no one else will take - our service men and women for example.
In business, the Hero archetype is a symbol of courage and a source of inspiration. These brands wear a superhero cape and their mission is to make the world a better place, representing change through sacrifice. Hero brands are most commonly seen in sports and equipment, thanks to their bold and confident personality.
A Hero’s greatest fear is weakness. They fear letting others down or giving up. The Hero strives for people to count on them so the feeling of disappointing someone is very scary to them. They value honor over everything. The Hero having a weakness is viewed as a chance at bringing dishonor. A vulnerability of the Hero is at times the Hero can be perceived as arrogant. Another vulnerability is they can develop an obsessive need to win. This can distract them from their goals and aspirations.
What are some Hero brands we see around us today?
Nike is a great example of a Hero brand. Their famous slogan “Just Do It” showcases the ambition and strength that heroes are known to have. This is a bold tagline that is meant to encourage customers. Nike markets their gear and apparel as the gear you need to conquer your goals. They are supporting and inspiring their consumers to get things done. Nike also hones in on the athletes. They are very well represented by professional athletes. Athletes typically fall into the Hero archetype and are largely admired by society. By Nike showcasing athletes, consumers think “ Oh if I wear Nike shoes to play tennis, maybe I will be more like Roger Federer.” Nike wants to impress their client base and keep them coming back. They do this through innovation and releasing new products. They also do this by showcasing all types of people who wear and use Nike products - women, children, men, etc. This ties into the Hero’s fear of disappointing their audience. Nike wants to stay ahead of the curve so they never let their customers down.
Another strong example of the Hero archetype is FedEx. We often associate those in uniform with Heroes. Their uniform sets them apart from the crowd and usually, these service people sacrifice many of their own desires to help someone else. FedEx aims to “deliver more than packages.” They want to inspire others, spread joy, and be the company people can rely on. Their employees take a “Purple Promise” which is “I will make every FedEx experience outstanding.” FedEx commits itself to putting their customer first and never wants to let the customer down. Does that not align perfectly with the Hero? They are also focused on innovation. With the advancements in technology, they have invested in innovation to stay ahead of the curve and improve their customer experience. Did you know FedEx piloted delivering packages by drones? Can you see drones dropping off your packages in the future? I can! The culture in a Hero organization focuses on hard work and determination. Team members are encouraged to over-deliver. Again FedEx is very strong in this category. Employees feel valued and appropriately rewarded which in turn drives top-notch performance within their organization.
Now let’s get into activating your Hero archetype. Below are some ways to bring your archetype to life!
Tap into your customer’s ambition and help them take action with inspirational messaging and content. This is a Hero brand’s most important asset.
Use high-achievers that customers can relate to as the face of your brand. As mentioned above, this is exactly what sports brands like Nike and Adidas do when they use athletes like Roger Federer and Ronaldo in their advertising campaigns. Hero brands benefit greatly from this.
Consistently create products that have a “wow” factor. If they don’t they might risk failing in product innovation and quality while focusing too much on brand image.
Ready to save the day and be your dreamy clients’ Hero?
And if you want more Hero content, read about color palettes and font pairings for the Hero, or curate a mood board from some of our favorite Hero Inspiration images on Pinterest.
