The Hero brand archetype provides legacy through mastery and skill. Therefore, they are often also known as the superhero, the champion or the warrior.
Heroes are courageous and skilful – they want to change the world, and aim to do so through mastery and sheer force of will. This is their key goal. Above all, they desire to prove their worth and seek challenges out; pushing forward until they overcome them. They are often tireless and relentless in their pursuit of worthiness.
To show this, the Hero’s message is based on determination – where there’s a will, there’s a way. Heroes must prove they are masters of their market, so strategies often include showing their journey. Often this mirrors a ‘heroes journey’, including the ups and downs. They aim to make the viewer feel like they can do anything! These strategies are motivated by ideals of mastery and courage. This means their marketing is aimed towards making people feel like they can overcome their challenges.
With a focus on being the best, it is little wonder that the Hero fears showing weakness or letting others down. Therefore, they should always show boldness and courage in their marketing. However, they also need to be aware of coming across as arrogant or aggressive. Ultimately, they need to understand how to be bold without being brash.