Human Driver: Mastery & Achievement


The HERO archetype is perfect for brands that have an invention that will change the world or if your product helps people perform at a superior level.

Famous HERO characters include James Bond, Wonder Woman, Nelson Mandela, Captain Tom Moore.

If your business addresses a social problem or your customer base self-identifies as good citizens, the the HERO archetype could be a great fit for your brand.

The HERO archetype is often associated with products that do tough jobs really well.  It can also be used strategically to differentiate your product from a competitor that has a problem with delivering on its promises.

Brands who adopt the HERO archetype may be an underdog with a rival or competitor that they want to beat.


The Hero - Key Facts


Where there’s a will there’s a way

Also Known As

Athlete, Liberator, Rescuer, Warrior

Why People Love You

You always accomplish what you set out to do


To prove yourself through bravery or determination

Human Desire

To use mastery to improve the world

Brand Values

Strength, Courage, Capability, Discipline

Brand Behaviours

Seeks perfection and wants to make a difference

Brand Characteristics

Confident, Determined, Brave, Direct, Resolute, Decisive, Idealistic

Famous HERO Brands

FEDEX: “Connecting people with goods, services and ideas creates opportunities and improves lives. At FedEx, we believe that a connected world is a better world, and that belief guides everything we do.”

NIKE: “To bring inspiration and innovation to every athlete in the world.”

Related Archetypes

Archetypes which also have Mastery as their human driver – MAGICIAN & OUTLAW

These three archetypes together all have transformational power and may display a rebellious streak.

Want to know more about the HERO archetype?

Access everything you could possibly need to know about the HERO, including swipeable ideas for your brand, with my HERO Brand Mastery course – COMING SOON!

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Not sure if the HERO archetype is right for your brand? Take my brand archetypes quiz

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