The 12 Brand Archetypes

The Hero

Honest. Candid. Brave.
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Example Brands

Adidas logo
Nike logo
FedEx logo

Where there's a will, there's a way

The Hero brands are driven to prove their worth. They are high achievers who know what they want and who love to leave a mark on the world. They’re strong, competent and self-confident with the tenacity and expertise to consistently produce excellent results. Ever striving to surpass themselves as well as the competition, they get things done effectively with attention to detail. They are noble and disciplined.

Importantly, they never give up, which allows them to defy the odds and overcome any obstacles. They also inspire others to make a difference by becoming their own heroes and using their courage to fight for what they believe in. The Hero displays some qualities that are similar to those of the Ruler but the Hero values courage more than control. Hero brands are also idealistic with a strong sense of duty. You can always count on them to rise to the challenge and save the day.

The Hero

Color Palette Example

"We can make the world better. We have the grit and determination to outwork the rest."

The Hero audience puts great trust in the brand as they appreciate the premium quality of their products. Their purchases serve to distinguish them from others, because of which they’re unlikely to respond to cute or fluffy ads. These customers have an intense desire to become strong, powerful and competent like the brand they buy from. In their own quest to develop their character or abilities, they are equally tenacious and dedicated to overcoming difficulties. They tend to see themselves as good, moral people and so they strongly identify with the Hero brands that share their values.

The Hero

Real World Branding Example

How to Use This Archetype

Challenger or underdog brands typically adopt the Hero archetype as this brand personality works well when there is a definitive competitor or ‘antagonist’ to beat. The Hero-like qualities of discipline, focus and strength are represented by athletic and military brands. The Hero is also channeled by brands that are virtuous and that help their customers achieve their altruistic goals, philanthropic brands that focus on social corporate responsibility and brands that produce innovative products with the ability to change the world. As Hero brands attach a lot of importance to quality and superiority, they tend to use powerful imagery and bold colors in their communication.

Hi, I'm Brian!

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Brian Morrison is a Branding, Graphic & Web Designer with over 20 years of experience.

  • Branding & Logo Design
  • Website Design
  • Graphic & Print Design
  • Social Media Marketing
  • Business Automation

Brian Morrison has a unique ability to tell fascinating brand stories through design, which helps businesses connect with their customers in a meaningful way. His work is both delightful and purposeful, and he is passionate about helping businesses communicate their message effectively.

Brian’s skills as a graphic designer, web designer and brand builder make him an invaluable asset to your business when you’re looking to stand out from the competition.

The Hero

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