Brand Personalities

The Hero

Hero brands are very successful at producing consistent results; creating teams and systems that fulfill objectives; and giving their all to achieve a goal. This is mainly due to their core talents of being competent and courageous. The Hero can also be seen as a rescuer and crusader, they can be both the winner and the team player.

Attributes: warrior, competitive, aggressive, winner, principled, idealist, challenge “wrongs,” improve the world, proud, brave, courageous, sacrifice for greater good

Motto: Where there’s a will, there’s a way
Core desire: to prove one’s worth through courageous acts
Goal: expert mastery in a way that improves the world
Greatest fear: weakness, vulnerability, being a “chicken”
Strategy: to be as strong and competent as possible
Weakness: arrogance, always needing another battle to fight
Talent: competence and courage

The Hero could be good for brands:

  • that are inventions or innovations that will have a major impact on the world
  • that help people be all they can be
  • that solve a major social problem or encourage others to do so
  • that have a clear opponent you want to beat
  • that that are underdogs or challenger brands
  • that are strong and help people do tough jobs exceptionally well
  • that need to be differentiated from competitors that have problems following through or keeping their promises
  • whose customers see themselves as good, upstanding citizens

The Hero also known as:

  • Competitor/winner: Energised by overcoming obstacles and competing with others
  • Dragon slayer: Energised by besting adversaries
  • Crusader/rescuer: Emphasises making a difference for others
  • Achiever: Consistently produces results and succeeds through discipline/focus
  • Coach: Shapes individual or team performance by bringing out the best in others


WRD has created a Brand Personalities online app which through a series of steps we are able to determine (alongside the business owner) what brand archetype they are. For more information on this service, please call 02 4732 4766 or email your enquiry.