The Hero Brand Archetype

The Hero is one of 12 brand archetypes that branding experts came up with – each of them serves as a kind of roadmap toward finding your ideal clients and building a brand you truly love. 

These personas give your brand a voice, visual themes, and a clearly recognizable vibe. When your audience understands who you are and what your brand represents, it’s easy for them to get to know you, which builds trust and boosts your bottom line. 

Brand archetypes have been a foundational tool for me, and they’re one of my favorite ways to build psychology-backed brands for my clients.

The idea of an archetype is borrowed from psychologist Carl Jung, who invented 4 categories for personality traits. Then, over the years, branding experts have expanded that concept into 12 categories that will help you clarify your brand and market your business well. 

Learning your own archetype will help you align with your ideal clients, because they likely have many of the same values and goals. You can take a quiz to determine your brand archetype, or you can read on to learn what it means to be The Hero archetype.

The Hero Archetype: An Overview 

Heroes are filled to the brim with courage and determination. Even from the first glance, they’re strong and confident, ready to tackle any challenge head-on. They’re self-motivated, but they also love to empower others to embrace difficult moments and find victory within them. Most people are inspired by their intrinsic strength, but their fear of failure or weakness can trip them up from time to time. 

If your brand identifies with The Hero archetype, you’re probably a warrior who doesn’t see grit as a bad thing. You love to inspire and motivate others to conquer the challenges they face in their own lives. You set the standard for excellence – and everyone knows you’ll meet it or beat it.

The Hero May Also Be Known As:

This archetype may not feel totally right to you based on the name – not every hero calls themself one! Being a Hero has more to do with how you identify your brand than how you’d label yourself.  This persona can also be called: 

  • Warrior
  • Champion
  • Victor
  • Brave
  • Athlete

The Hero Brand Atmosphere (i.e. Visuals and Aesthetics):

Brands with The Hero archetype are known for bold and dark colors – black and white are common choices, with pops of red, dark blue, or grey shades. Hero brands also incorporate lots of texture, from tire tread marks to rocky cliffs, grassy turf to smooth metallic surfaces. 

The Hero Archetype Brand Voice & Messaging:

If you’re a Hero, your brand voice is empowering and inspiring – your audience knows they can trust you because you’re not the type to back down from anything. You never quit, and you don’t want to see others give up, either. You practice what you preach when it comes to self-discipline and persistence, and your directness is usually comforting rather than jarring. 

The Hero Archetype Client:

Hero clients want to be pushed to be their best. They enjoy feeling inspired by your successes, and they want to be successful in their own right as well. Show your audience how you’ve overcome obstacles, and motivate them to do the same. 

Your brand will connect with these clients when you’ve shown expert mastery and strength!

Your Brand Is Likely A Fit for The Hero Archetype If:

  • You love inspiring people to do more than they ever thought possible
  • You love hard work – and you love a challenge even more
  • You want everyone to feel motivated to be better every day
  • You help people perform at their upper limit 
  • Your love the transformation story of underdog to rising up 

Well-Known Hero Brands

Nike • FedEx • Army • Gatorade • Adidas  

Well-Known Hero Characters

Katniss Everdeen in The Hunger Games • Pink • Hugh Jackman

My Clients Who Identified with The Hero Archetype: 

Redwood League (see a glimpse of this project on the home page)