Heroine Archetype

young heroines

Hero | Heroine archetype

Heroine archetype

Heroine archetype

The hero | heroine archetype sets clear goals, organizes others to achieve them, and heads off the challenges/adversaries that might get in the way of accomplishing them. 

Those motivated by the hero or heroine archetype are mission-driven to achieve. They take pride in meeting challenges and rising to the occasion. When they meet obstacles, they try harder, assuming that they will prevail through courage, skill and perseverance. They enjoy challenges and competition. They are not likely to back down when it comes to fighting to protect themselves and others, or leading crusades to make a difference in the world.

Heroines often have many of the qualities of their male counterparts, such as independence, assertiveness, and individualism. Both tend to act with honor and nobility. They often side and stick up for the underdog. Taking down bullies is often part of their job description. Like the rebel archetype, rules are viewed more as guidelines rather than absolute. In the eyes of a hero or heroine, a new challenge represents the opportunity to prove oneself, gain new skills and grow.

Hero | Heroine Subtypes

Warrior/warrioress, crusader, superhero/heroine, rescuer, athlete, liberator (see Rebel), guardian (see Caretaker), advocate (see Everyman/realist), hunter/huntress, knight in shining armor, Amazon, crime-fighter, prince/princess (see Ruler), samurai, god/goddess (see Ruler)

Core Desire

Prove themselves worthy and make a difference.

Your Goal

Prove worth through mastery and achievement. Use mastery to make a difference in the world.

Your Overarching Belief

I will succeed using my strength and courage.

Your Promise

“Blaze your own trail and be true to your soul. Set your mind and achieve your goals."


Your Motivation

Doing things for others to save the world. Take proactive action and meet challenges head-on.


Your Strategy

Master new skills and stay sharp to beat the competition.

Your Themes

Mastery & achievement

Thrives On

Discipline and mastery gained by meeting new challenges head-on. Setting goals and finding challenges that create growth and build mastery and satisfaction through achievement. Finding a cause or higher purpose for your life.

Secrets to Happiness & Success

Achieving mastery and success. Helping others succeed.


Your Life Lessons

Harnessing hero| heroine strengths to make a difference in the world. Moving beyond personal goals and aspirations to learn to work with others as a team.  Developing leadership and teamwork skills to achieve even greater good.


Cultural Examples

Achilles (Homer’s Odyssey), Heracles (Greek myth), Luke Skywalker (Star Wars movies), Simba (Lion King movie), Harry Potter (Harry Potter books and movies), Transformers movies, Aragorn (Lord of the Rings books & movies), Katniss Everdeen (Hunger Games books and movies) Mulan (Mulan movies), Atticus Finch (To Kill a Mockingbird book and movie), Henry V (Shakespeare play), Buffy (Buffy: The Vampire Slayer TV series), Xena (Xena Warrior Princess TV series), James Bond books & movies, Dorothy (Wizard of Oz books and movie), Thor (Norse mythology), Merida (Brave movie)

Master Brand Models

Nike, US Armed Forces, Babe Ruth (baseball), Mia Hamm (soccer), Joan of Arc, Mothers Against Drunk Driving (MADD)*, Martin Luther King Jr.*, Doctors Without Borders*, Susan B. Anthony (American activist)*, John F. Kennedy (US president)*, the Olympics games, FedEx, Ford trucks, Winston Churchill (*rescuer/advocate/crusader/liberator subtypes also incorporate Caregiver and Everyman archetypes)

Your mottos

“Where there’s a will, there’s a way.” ”When the going gets tough, the tough get going.” “Never, never, never give up.”


Courage, tenacity, risk-taker



Self-sacrifice, courage, faith, strength, stamina, transformation



Can ignore inner dragons/fears by focusing only on external challenges. Rushing into action without thinking things through beforehand. Can push themselves to the limit without taking care of themselves.

Your Fears

Being seen as a weakling or coward. Being seen as incompetent.

Your Challenges

Arrogance, delusions of grandeur, temptations to misuse power.

Your Shadow Side

Hubris and pride. Can slide into manipulation and ruthlessness (“going over to the dark side”). Can become obsessed workaholic who pushes others away in attempts to do everything by his or herself.

Power Words

Bold, brave, awesome, commanding, competitive, courageous, daring, driven, energetic, fierce, gutsy, noble, loyal, protective, spirited, tenacious, valiant, world-class

Your Brand Voice

Courageous, strong, purpose-driven, adventurous, dependable, disciplined, dynamic, epic, forth-right, heroic, passionate, powerful, principled, strong-willed, determined

Your Hero or Heroine Customers

See themselves as heroes and heroines in helping others make the world a better place. Typically achievement or goal oriented, can be highly competitive. They strive for self-improvement and personal growth – competition is a good thing. Believe in participating in cause-related marketing for social and environmental good. Have strong moral codes and are not afraid of taking action.

Your Customers Feel:

Strong and courageous. Independent and competent. Winner. They become determined to take action to improve their lives and make changes in the world. Take risks and persevere to get what they want.