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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



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


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.


Palette: Bold, Confident, Modern

Key Colors: Red, Grey, or Yellow

Nike | Gatorade | Marvel

Company Examples

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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