The Hero

Brand Archetype

The Hero brand archetype is hard working, determined, goal-oriented and achievement focused. Her powerful energy and persona is all about gaining mastery. Her modus operandi is about perseverance in the face of adversity. She is in it to win, no matter what it takes. No excuses. Wusses need not apply.

She is the mover and shaker of the 12 archetypes and is the epitome of a strong brand. She is a dynamo who does not understand the meaning of the words “I can’t.” When she sets her mind to something, look out! In a nutshell, she is motivation personified with a no-nonsense, kickass, take-no-prisoners style.

The Hero

is also known as the

The main purpose

of this brand archetype

The Hero archetype is focused on mastery and achievement. Her goal is to make a difference in the world. She is not afraid to roll up her sleeves and do what needs to be done. Through resilience, courage and focused determination, she demonstrates her worthiness to the world, and each of us is better for having her in our life.

Doing Business

+ marketing

Best suited for
  • The types of businesses best suited to the Hero offer products and services that inspire, motivate, challenge and empower their clients to be and do their best.
  • You help clients with discipline, follow-through and reaching goals whether that be as a fitness coach, business coach, organization coach, etc.
  • Your products, services or courses help your clients accomplish a tricky or difficult goal more easily and effectively.
  • Great for those who want their business, products and services to be perceived as a strong brand.
Marketing niche
  • Clients attracted to the Hero brand archetype may feel victimized or stymied in some way. They “need saving” from something and look for a hero business, product or service that can help them finally overcome the daunting obstacles they face.
  • This brand archetype also appeals to clients who see themselves as hero personas and seek out a like-minded role model, coach or task master to help them succeed.
The Hero

“At some point, you have to stop running and turn around and face whoever wants you dead.The hard thing is finding the courage to do it.”

~ Katniss Everdeen ~
From Susan Collins' Catching Fire

+ weaknesses

At her best...

She encourages others to create goals, find their inner strength, and persevere towards those goals with focused intention. When she shares her techniques, strategies and methods for success, she is the perfect role model for self-empowerment.

At her worst...

She can be a bully, particularly when she fears losing, appearing vulnerable or being humiliated. She can become addicted to struggle, only feeling alive and having a real purpose when there is adversity and problems to overcome. In other words, at her worst, sees herself as a hammer and everything else as a nail.

Traits & attributes

of this brand archetype

  • Hard worker
  • Driven
  • Goal oriented
  • Achievement focused
  • Perseverance
  • Discipline
  • Determined
  • Focused
  • Steadfast
  • Relentless
  • Motivating
  • Inspiring
  • Committed
  • Loyal
  • Duty-bound
  • Courageous
  • Fearless
  • No-nonsense
  • Kickass
  • Take no prisoners
  • Mover & shaker
  • Dynamo
  • Competitive
  • Gain mastery
  • Powerful
  • Strong


The Hero Brand Archetype
Archetypes in Branding

Resources for your journey

Spotify PlayList

A growing playlist of music on Spotify that helps to that adds “flavor” and helps to personify the Hero brand archetype.


Images for the Hero you can use in your branding & graphic design. From Pexels & Unsplash.

Pinterest Board

A Pinterest board of images, themes and inspiration representing  the Hero Brand.

  • Hartwell, Margaret Pott., and Joshua C. Chen. Archetypes in Branding: a Toolkit for Creatives and Strategists. How Books, 2012.
  • Mark, Margaret, and Carol S. Pearson. The Hero and the Outlaw: Building Extraordinary Brands through the Power of Archetypes. McGraw-Hill, 2001.
  • Myss, Caroline M. Archetypes: Who Are You? Hay House, 2013.
  • Myss, Caroline M. Archetype Cards: an 80-Card Deck with Instruction Booklet. Hay House, 2003.
Share Post
Share on facebook
Share on twitter
Share on linkedin
Share on pinterest
Share on reddit
Share on stumbleupon
Share on pocket
Share on email
You May Also Like

Leave a Reply

Your email address will not be published. Required fields are marked *

The Hero
Brand Archetype

is one of the 12 main brand archetypes

I will discuss all 12 in depth in the coming weeks. I want to provide some information on what businesses might best be suited for each archetype and what types of clients are attracted to working with each particular brand archetype. I’ll also provide some examples of visual branding and design resources + ideas for each brand archetype. 

Take the Brand Personality Quiz

Discover your brand archetype and how you can use its power to your strengthen your online presence