The Hero
Brand Archetype

This archetype positions itself as strong, courageous, and able to overcome challenges. This archetype is often associated with brands that offer products or services that help people overcome obstacles or achieve their goals.

Icon art by Alexander-Skowalsky The Noun Project

Courageous | Bold | Honorable | Strong | Conﬁdent | Inspirational

Key Characteristics

Strength

Hero brands often emphasize their ability to help their customers or clients overcome challenges and achieve their goals.

Courage

Hero brands often position themselves as courageous and able to inspire their customers or clients to be brave and pursue their dreams.

Determination

Hero brands often emphasize their determination and perseverance, and encourage their customers or clients to be similarly resilient.

Leadership

Hero brands are often seen as industry leaders and role models for their customers or clients.

Inspiration

Hero brands often seek to inspire their customers or clients to be the best versions of themselves and to pursue their goals with passion and purpose.

Strategy

Use the following strategy in your marketing communications to connect with your target audience.

Connection

Proving people wrong or by showing how to become stronger and better.

Suggested color guide for using color to communicate the brand‘s values and attributes.

Color

Palette: Bold, Confident, Modern

Key Colors: Red, Grey, or Yellow

Nike | Gatorade | Marvel

Company Examples

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Brand Archetypes

A brand archetype is essentially a shorthand way of communicating the core values, traits, and motivations of a brand. By understanding your brand's archetype, you can craft marketing messages and develop a creative strategy that speaks directly to the psychological needs and desires of your target audience.

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The Hero Brand Archetype