The Warrior Archetype is goal oriented but also fixed on enforcing boundaries. As you may recall from your childhood stories, good warriors are often highly principled with an honour code and highly heroic.
Sadly, war is still a key part to many warrior narratives even today. However, this also ecompasses all transactions where there is a winner or a loser. From sports to business negotiations.
The stories usually form the traditional success after a period of struggle dynamic.
"Where There Is a Will, There Is A Way"
This archetype has high levels of perseverance even in the face of obstacles. A Warrior embodies courage, as well as the strength to actively fight for your beliefs and ideals.
The strong traits of the Warrior are strength and discipline. At their best warriors show what it takes to have real strength and determination. No matter how scared or tired, the warrior preserves. Their honour code is part of the high level of discipline and pride that they hold themselves to. Conversely this can cause a high level of humiliation if their perceived standards are not met.
Warriors tend to have a rather good vs evil, black vs white world view. Grey areas are something they tend to avoid and this can mean differing opinions or ways of working can often be seen as ‘bad’. Warriors burn out easily and are more likely to deny themselves rest.
Externally, the Warrior’s single mindedness when it comes to an all out win offensive can sometimes make them unaware or indifferent of the conflict.
Heroes As Customers
The Warrior’s natural habitat is the battlefield, whether it’s verbal sparring or actual sparring, the Warrior is ready to meet any challenge. The Warrior, or Hero as it may be called in branding archetypes, is on a mission to make the world a better place through seeking mastery over it. Their underlying fear is that they don’t have what it takes to prevail.
We love a good Hero story and there are certainly enough brands to prove it. From Nike to the Marines, Olympians to the Red Cross the Hero battle is ever present. Such as we prize our heros that many marketers and even politicians love to frame their rhetoric in heroic speech.
For example, we are currently fighting a War on Terror, a War of Poverty, a Fight against Cancer and the ever present War on Drugs. Whilst this is very rousing and can provide a real sense of courage and support for sufferers, survivors and loved ones (as in the case of the fight against cancer) it is also symptomatic of the the inherent Hero flaw (reducing everything to black and white). No matter what your thoughts about Middle Eastern affairs, reducing it to a simple matter of Us vs Them is unhelpful and potential quite dangerous.
I raise this as a matter of interest but also as a warning should you decided that the Hero types best embodies your brand. Make sure you are not too reductionist.
For your brand it might be interesting to note that Heroes do not often categorize themselves as heroes, but simply as people doing their job. The only thing more offensive to the Hero than an outright villain is someone who they perceive as lacking courage.
- Core Desire: The Hero’s core desire is to prove that they are worthy though feats of courage and taking difficult actions.
- Goal: Their primary goal is to ‘exert mastery’ in way which will positively change the world.
- Fear: Their biggest fear is being weak, or even being perceived as weak.
- Mission: To be the best of the best. To become the strongest version of themselves.
- Problems: If only life were as simple as it is in the movies. Alas, not everything can be broken down into heroes and villains. Thus the Hero archetype is potentially prone to arrogance and the need to always have an enemy, despite the fact the world is rarely this straight forward.
Motivation: Heroes rise to a challenge, whether it’s to prove yourself or defend someone else
Level One: At the beginning of their journey, our Hero develops their boundaries and tests their mastery through competition and achievements.
Level Two: The Hero rises to the challenge and goes beyond themselves, coming to the defence of others
Level Three: Our Hero takes what they have learnt and begins to apply it in order to make a difference to the world