Brand Archetype Series: The Hero

Brand Archetype Series: The Hero

branding Mar 22, 2024

When it comes to building a business that you love showing up in each day and that naturally attracts your soulmate clients, understanding brand archetypes can be incredibly helpful. 

The twelve archetypes, first introduced by psychologist Carl Jung, provide a framework for understanding the different personalities that brands can adopt to build faster connection and trust with their audiences.

Using archetypes in branding goes far beyond the surface. By adopting a specific archetype, you’re inviting your audience into a story where they can see themselves; and showing them the role you’ll play in their journey – will you be the supportive and nurturing Caregiver, the adventurous Explorer, or the motivational Hero? 

This narrative approach to branding taps into universal truths, stories we’re all familiar with, and emotions everyone understands, making your message so much more relatable and memorable. 

When you align your brand with an archetype, you’re essentially creating a living, breathing entity that speaks directly to the heart of your audience. And in today’s busier-than-ever online world, having a brand that feels like a friend or role model can make all the difference in grabbing your audience’s attention

For an overview of all 12 archetypes, check out this blog post. Otherwise, keep reading to discover more about the Hero.

What is the Hero Brand Archetype?

The Hero archetype, also known as the Warrior, Athlete, Rescuer, or Liberator, is all about overcoming obstacles, achieving great feats, and protecting the vulnerable.

Brands that embody the Hero archetype are driven to improve the world by empowering others to reach their highest potential. They're seen as disciplined, focused, fearless, and action-oriented. At its core, the Hero represents the journey of facing challenges head-on, often involving a quest or a journey that tests their strength, resolve, and character.

By leveraging this archetype, brands can create a powerful narrative that attracts those looking for drastic improvement and more energy in their lives.

The Hero’s personality is courageous, focused and ambitious. They are usually not unsure of themselves, gentle, laid back, or timid. 

The Hero’s core desire is to change the world and leave a legacy. They are also motivated by proving their worth through heroic action and overcoming challenging situations. 

They value discipline, commitment, achievement, courage, and perseverance. 

Their strengths include decisiveness, competence, and improving the world through triumph over evil, adversity or challenge. However, their weaknesses include arrogance, ruthlessness, burnout, and becoming over competitive. 

No matter what, the Hero does not tolerate laziness, cowardice, or staying in your comfort zone.  

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The Hero Archetype in Branding

Through their brand, the Hero promises to inspire you to achieve your goals no matter what it takes. 

They make their clients and audience feel inspired by their values, conviction, and self-sacrifice. The Hero’s audience loves them because they are always motivating them to reach their highest potential.  

The Hero achieves this through a unique brand voice that is motivational, direct, noble, and confident. Their voice inspires their audience to find their mental and physical strength, and overcome any challenge. 

You might hear the Hero say phrases like, “never give up,” “fight for what’s right,” and “no excuses,” and  words like, “achieve,” “strength,” “overcome,” “slay,” “triumph,” “drive” and “power.” 

The Hero’s brand visuals are typically functional instead of frilly, featuring bold and saturated colors, definitive lines, and heavy patterns/textures. Common colors are red, blue, gold and black; however the Hero can be expressed through a variety of colors which should ultimately be chosen with color psychology in mind. 

Images portray related themes, activities, and motifs, such as superheroes, anything that moves fast, awards, and powerful animals like lions or tigers. Below is an example of a Hero brand moodboard from our Hero Brand Bundle, so you can get a feel for the visuals.

In practice, you’ll find Hero brands demonstrating their values from the inside out, and sharing about the challenges they’ve overcome.

Hero Brand Examples


Their iconic slogan, “Just Do It,” is a prime example of the Hero archetype. This is their rallying cry for action, perseverance, and courage, with messaging consistently centered around individuals overcoming obstacles, striving for greatness, and pushing beyond their limits. 

They often feature stories of athletes who have overcome adversity to achieve greatness, further reinforcing the Hero narrative. Plus, their involvement in social causes and willingness to take a stand on controversial issues align with the Hero's commitment to justice and doing what's right, even when it's challenging. 

Red Cross

As an organization, The Red Cross steps into disaster zones, providing immediate relief and support to victims of natural disasters, conflicts, and health emergencies. This direct action in the face of adversity mirrors the Hero archetype's journey of overcoming obstacles to bring about positive change or rescue.

The Red Cross lives by Hero values such as bravery, self-sacrifice, and the desire to make the world a better place through its wide range of humanitarian efforts, from blood donation drives to emergency response teams that offer care, shelter, and hope in the aftermath of disasters. 


Duracell portrays itself as a savior that you can depend on, especially when the stakes are high. This is a classic characteristic of the Hero archetype, which values courage, determination, and the capacity to overcome challenges.

Duracell's marketing often highlights scenarios where their batteries provide essential support during power outages, natural disasters, or in life-saving equipment like flashlights and smoke detectors. By focusing on these moments, Duracell communicates a narrative where its products are not just accessories but crucial allies that help people triumph over adversity.

Hero Pop Culture Examples

File:Simone Biles at the 2016 Olympics all-around gold medal podium (28262782114) cropped.jpg" by Agência Brasil Fotografias is licensed under CC BY 2.0

Simone Biles

Simone Biles embodies the Hero archetype through her exceptional achievements in gymnastics, her resilience in the face of adversity, and her role as a trailblazer in mental health advocacy within sports. 

In her gymnastics career, Biles has shown extraordinary courage and dedication, securing her position as one of the most decorated gymnasts of all time. Her ability to push the boundaries of the sport, performing highly difficult maneuvers with precision and grace, inspires awe and admiration, marking her as a true champion and a figure of empowerment.

Beyond her athletic prowess, Biles has also taken a stand on critical issues affecting athletes, particularly in the realm of mental health. By prioritizing her well-being and openly discussing her struggles with mental health, she has challenged the stigma surrounding these topics in the high-pressure environment of elite sports.  

Katniss Everdeen

Katniss Everdeen from The Hunger Games perfectly embodies the Hero archetype through her courage, resilience, sense of justice and selflessness.  

From volunteering as tribute in place of her sister to leading the rebellion against the oppressive Capitol, she consistently shows bravery and fearlessness.

Katniss endures numerous physical and emotional challenges throughout the series, yet she remains resilient and determined, becoming a symbol of hope and defiance for her people.

Ruth Bader Ginsburg

Ruth Bader Ginsburg embodies the Hero archetype through her relentless fight for justice, equality, and change within the American legal system. Her journey to becoming a Supreme Court Justice was marked by overcoming numerous obstacles and societal barriers, especially those related to gender discrimination. 

Her tireless work ethic, commitment to justice, and willingness to dissent when necessary showcased her heroic nature. RBG became not only a pioneering legal figure but also a cultural icon who inspired generations of women and men to fight for equality and justice. Her legacy is a testament to the power of resilience, intelligence, and strategic action in combating injustice.

Get the Hero Brand Bundle

To get access to my HERO Brand Bundle, complete with visual guidelines and marketing templates, logos, color palettes, images, patterns, elements, and so much more, join us in the Impact Tribe here!

Check out The Rest of This Series 

  • Magician 
  • Outlaw  
  • Explorer (coming soon)
  • Innocent (coming soon)
  • Sage (coming soon)
  • Everyperson (coming soon)
  • Lover (coming soon)
  • Jester (coming soon)
  • Ruler (coming soon)
  • Caregiver (coming soon)
  • Creator (coming soon)

Find Your Brand Archetype

Recognizing your archetype is just the beginning. From there, it’s important to integrate it into every facet of your brand, your messaging, and your visuals in a way that resonates with those you aim to serve. 

If you're ready to dive deeper and uncover the archetype that reflects YOUR brand's personality, I invite you to take my brand personality quiz today. Discover which archetype aligns with your brand's essence and how you can leverage this understanding to craft a brand that stands out and speaks directly to the hearts of your audience.

Don't stop here, though. Join our community in the Impact Tribe to get immediate access to all 12 brand bundles, and stay in touch by subscribing to our emails so you can stay tuned as we continue to explore each archetype in depth in the coming weeks.


Brand Archetype Series: The Outlaw

Mar 28, 2024

Brand Archetype Series: The Hero

Mar 22, 2024

Brand Archetype Series: The Magician

Mar 16, 2024