The Hero archetype may be right for your brand identity if:

• there are inventions or innovations that will have a major impact on the world
• it helps people be all they can be
• it can solve a major social problem or encourage others to do so
• it has a clear opponent you want to beat
• it is the underdog or a challenger brand
• it is strong and helps people do tough jobs exceptionally well
• it needs to be differentiated from competitors that have problems following through or keeping their promises
• their customers see themselves as good, upstanding citizens
• it makes a positive mark on the world, solves major problems or enables/inspires others to do so.

BMW

In this advert BMW is challenging you to be daring, to invent yourself by smashing conformity and being unique.

They encourage you to never run away from risk, but rather to face your fears and be the hunter, not the hunted. Motivating you to change the game and break new ground, even the music makes your heart beat faster as the car smashes through barriers and overcomes a media wall with negative words such as ‘no’, ‘stop’ and ‘loser’.

They are cheering you to make up your own mind, not to be a slave to time, but rather to be the one who ‘dares’.

Nike

At the forefront of all Hero brands Nike stands proud and courageous. Their slogan, “Just do it” sums up their focus. Nothing will happen unless you do something, so just do something. Anything. As something is better than nothing. Regardless of your size, shape or age, Nike wants to bring inspiration and innovation to all athletes, and they define an athlete as anyone with a body! You’ve got this, you can do this. Just do it!