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Nike, Rapha, Gatorade, FedEx
Goal: Mastery of their domain
Desire: Prove worth through difficulty
Common Industries: Outdoor equipment, Sportswear, Emergency utility services
Brand Voice: Brave, Honest
Slogan Example: Just do it (Nike)
There are different aspects of the Hero archetype that can emerge, based on the strength of various attributes. The book Archetypes in Branding breaks these nuances down into sub-archetypes (including the primary Hero) for a total of five in the family.
Common Words: Hero - Warrior - Athlete - Rescuer - Liberator
The Hero is represented by sacrifice, courage, faith, and strength. This archetype lives to triumph over adversity, and will overcome great odds to facilitate transformation. The downfall for the Hero may be triggered by an exaggerated sense of self-importance.
In a word: fearless. The assertive Warrior has a strong sense of duty coupled with a healthy dose of bravery. Add to this a tactical mode of attack, and the Warrior is strong on strategy. The Achilles heel for this sub-archetype is a victory-at-all-costs mentality, in which the assertiveness turns a bit too aggressive.
The Athlete’s goals revolve around physical ability and mental focus. Disciplined and achievement oriented, the Athlete is relentless in pursuit of a goal. The desire to be bigger, stronger, faster, and better is natural for this sub-archetype. The Athlete must be careful, though, not to use its physicality to bully or harm.
The Rescuer swoops in with a heart full of bravery to help others in need. With intuitive sensibilities and quick reflexes, the Rescuer becomes a familiar face in times of dire circumstances. The trap for the Rescuer? The misguided need to save someone just to prove its own worth.
Fighting on behalf of the disenfranchised and powerless, the Liberator is a champion for humanitarian rights, justice, and equality. With strong convictions and a resolute hope, this sub-archetype does not accept defeat. The temptation for the Liberator is to allow the end to justify the means, however blurry the morality. Its staunch view of righteousness and justice can lead to revenge-seeking.