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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.

Hero Icon by Alexander Skowalsky from The Noun Project

Icon art by Alexander-Skowalsky The Noun Project

Courageous | Bold | Honorable | Strong | Confident | Inspirational
Hand drawn star icon

Key Characteristics

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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

Craft a Brand That People Will Love

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  • Establish a clear foundational strategy that mirrors what your business stands for.

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  • Discover effective communication strategies to connect with your audience based on your archetype.

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