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The Hero Brand Archetype

The Hero brand archetype has unique strength and vitality; they use these assets to fight for virtuous causes.

They’ll go to any lengths to avoid defeat. It’s hard for the hero to lose because they don’t give in.

The hero brand is out to prove their worth. They’re about setting themselves apart by providing bold, direct solutions to identified problems.

The hero brand relies on a wow factor from both its marketing efforts and its product or service. They talk a big game, but they can back it up.

If you want our senior brand strategist, Mash, to coach you to create the right archetypal mix for your brand, schedule a 1-hour strategy coaching session!


Suggested Color Palette

This is just a suggested palette. Colors should be selected based on a robust brand strategy and should be part of the brand identity development.

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hero brand archeype images


bmw logo

Take one look at a BMW and you can instantly tell that it was designed with care, engineered to exacting standards and manufactured with quality materials. Look at their brand messaging and it’s clear that they’re always challenging themselves and their customers to do, be and look their best. Note how they’re never afraid to go head to head with their biggest competitor, Mercedes.


nike logo

Just do it. 

This is, perhaps, one of the most brilliant catch phrases of all time. It perfectly exemplifies the company’s philosophy.  Thought doesn’t matter. Action is all that matters. Taking action is at the root of all progress. Every product Nike creates enables athletes to play harder, smarter or longer.


duracell logo

Duracell is the world’s best-selling alkaline battery. While Energizer is well-known for its Energizer Bunny, Duracell was first to the hero battery game. To see how to position yourself as a hero brand, just take a look at their messaging. 

Frequently Asked Questions

How can our brand demonstrate unique strength and vitality and provide bold, direct solutions to problems to align with the Hero archetype?

Demonstrating unique strength, vitality, and the ability to provide bold, direct solutions is about showcasing your brand’s ability to face challenges head-on and deliver results.

Here are some steps you can take to align your brand with the Hero archetype:

  1. Identify your unique strengths: Every brand has unique strengths, whether a revolutionary product, exceptional customer service, or an innovative business model. Identify what sets your brand apart from competitors and make this the cornerstone of your brand identity.
  2. Develop a strong brand narrative: Storytelling is a powerful way to demonstrate your brand’s strength and vitality. Create a brand narrative that highlights your journey, the challenges you’ve overcome, and how you’ve grown stronger. This narrative should be woven into all your marketing and communication efforts.
  3. Showcase problem-solving capabilities: Showcase real-world examples of how your brand has provided bold, direct solutions to problems. This could be through case studies, testimonials, or stories shared on your blog or social media channels. The goal is to demonstrate that your brand is a reliable problem-solver.
  4. Maintain consistency: Consistency in brand messaging and actions reinforces your brand’s strength. Ensure that all aspects of your business, from customer service to product quality, reflect your brand’s values and commitment to problem-solving.
  5. Promote resilience and adaptability: Part of demonstrating vitality is showing your brand’s ability to adapt to changing circumstances and bounce back from setbacks. Highlight instances where your brand has shown resilience and flexibility.
  6. Engage in bold actions: Don’t shy away from taking bold actions that reflect your brand’s courage and commitment to its mission. This might involve taking a stand on social issues, innovating in your industry, or going the extra mile for your customers.

Remember, aligning with the Hero archetype is more than telling your audience you’re strong and capable. It’s about showing them through your actions, stories, and commitment to solving problems.

How can we innovate in a bold, forward-thinking way to solve problems, in line with the Hero archetype’s goal?

Innovating in a bold, forward-thinking way to solve problems involves several steps that align with the Hero archetype’s goal.

Here are some strategies to consider:

  1. Embrace Challenges: As a Hero brand, do not shy away from big challenges. Tackle problems that others may find too daunting or complex. This not only allows you to stand out from the competition but also allows you to make a significant impact in your industry or community.
  2. Think Long-Term: Forward-thinking innovation means considering the future implications of your actions. This could involve anticipating industry trends, preparing for changes in customer behavior, or considering the long-term sustainability of your business practices.
  3. Invest in Research and Development: Stay ahead of the curve by investing in research and development. This could involve developing new products, improving existing ones, or finding more efficient ways to deliver your services.
  4. Promote a Culture of Innovation: Encourage your team to think creatively and take calculated risks. This can be achieved by creating an open, supportive environment where new ideas are welcomed and rewarded.
  5. Leverage Technology: Use advanced technology to improve your products or services and streamline your operations. This could involve implementing AI or machine learning, leveraging data analytics, or using digital platforms to enhance customer experience.
  6. Collaborate and Partner: Look for opportunities to collaborate with other organizations or individuals who can bring fresh perspectives or expertise to your problem-solving efforts. This can lead to innovative solutions you may not have considered alone.

Remember, as a Hero brand, your goal is not just to innovate but to do so in a way that solves problems and adds value to your customers. The solutions you provide should reflect your brand’s commitment to excellence and making a difference.

How can our brand project the personality of a doer, a problem solver, and a calvary appeal to customers who value integrity, quality, grit, and determination?

Projecting the personality of a doer, problem solver, and calvary involves embodying the qualities of resilience, tenacity, and the ability to take decisive action.

Here are some strategies you can use:

  1. Showcase Your Achievements: Regularly share case studies or success stories highlighting how your brand has successfully solved problems. Highlight the resilience and determination it took to overcome obstacles, emphasizing your brand’s commitment to achieving results.
  2. Promote Your Work Ethic: Show your customers the effort that goes into your products or services. This could involve sharing behind-the-scenes content or discussing the extensive research, design, and testing processes that ensure the quality of your offerings.
  3. Lead by Example: Demonstrate your commitment to integrity through your business practices. This includes being transparent, treating customers and employees fairly, and respecting your beliefs.
  4. Offer Exceptional Customer Service: Be there for your customers when they need you the most. This could involve providing prompt and helpful responses to customer inquiries, going the extra mile to ensure customer satisfaction, or even resolving issues that aren’t directly related to your products or services.
  5. Be Proactive: Don’t just wait for problems to occur before you address them. Show your customers that you’re constantly looking for potential issues and are always ready to take action to prevent them.
  6. Communicate Clearly and Confidently: Your brand voice should reflect your leader and problem-solver status. Be direct and assertive in your messaging, but ensure your communications are clear and easy to understand.

By adopting these strategies, you can effectively project the personality of a doer, problem solver, and calvary, appealing to customers who value integrity, quality, grit, and determination.

Given the Hero archetype’s potential weakness, how can we balance the portrayal of our brand’s strength without coming across as arrogant in our messaging?

Balancing the portrayal of your brand’s strength without appearing arrogant requires a nuanced approach. Here are some strategies that can help:

  1. Emphasize Humility: While it’s important to showcase your brand’s strength and achievements, it’s equally crucial to do so with a sense of humility. Acknowledge the challenges you’ve faced along the way and express gratitude for the support you’ve received from your team, partners, or customers.
  2. Focus on the Customer: Make your customers the hero of your brand story. Show how your brand empowers them to overcome challenges or achieve goals. This approach highlights the customer while subtly demonstrating your brand’s strength as an enabler or supporter.
  3. Embrace Transparency: Be honest about your brand’s strengths and weaknesses. This doesn’t mean highlighting your flaws, but it does involve acknowledging that you’re always striving to improve. This level of transparency can enhance your brand’s credibility and make it more relatable.
  4. Show Empathy: Show that your brand understands and cares about its customers’ needs and challenges. This could involve sharing customer testimonials, offering solutions to common problems, or demonstrating how your products or services can improve customers’ lives.
  5. Promote Collaboration: Instead of positioning your brand as the sole hero, emphasize the role of collaboration in your success. Highlight your partnerships, community involvement, or team efforts. This approach demonstrates strength and shows that your brand values cooperation and collective achievement.
  6. Use Constructive Language: Avoid boasting or making absolute claims in your messaging. Instead, use constructive language that focuses on your brand’s value and how it can help customers overcome challenges or achieve their goals.

By implementing these strategies, your brand can demonstrate its strength without appearing arrogant, aligning with the Hero archetype while avoiding potential pitfalls.

How can we ensure our marketing efforts and product or service delivery wow our customers and demonstrate that we can back up our promises, as the Hero archetype does?

Ensuring that your marketing efforts and product or service delivery wow your customers and demonstrate that you can back up your promises, as the Hero archetype does, involves a combination of consistent quality, clear messaging, and exceptional customer service.

Here are some specific strategies:

  1. Quality Products or Services: This is the foundation of your brand promise. Ensure that your products or services are of the highest quality and continuously strive for improvement. Demonstrate how your offerings can solve customer problems or enhance their lives, and regularly solicit feedback to understand how you can better meet their needs.
  2. Clear and Compelling Messaging: Your marketing messages should clearly articulate your brand promise and how your products or services fulfill that promise. Use compelling storytelling that positions your brand as the hero, helping customers overcome challenges or reach their goals.
  3. Exceptional Customer Service: Stellar customer service is a powerful way to wow your customers and back up your brand promises. This includes everything from prompt and polite responses to inquiries, hassle-free returns and exchanges, and going above and beyond to ensure customer satisfaction.
  4. Deliver on Promises: If you promise something, ensure you can deliver it. This could be related to product features, delivery times, customer service, or any other aspect of your business. Consistently meeting or exceeding customer expectations can enhance your brand’s credibility and loyalty.
  5. Surprise and Delight: Look for opportunities to surprise and delight your customers. This could involve unexpected perks, special offers, personalized messages, or thoughtful gestures that show customers you value and appreciate them.
  6. Authenticity: Be genuine in your marketing and customer interactions. Authenticity can help build trust and rapport with your customers, making them more likely to believe in your brand promise.
  7. Consistency: Ensure that your brand message and promise are consistently reflected across all touchpoints, from your website and social media to your customer service and product packaging. Consistency can reinforce your brand promise and make it more memorable.

By implementing these strategies, your brand can create a wow factor that impresses customers and demonstrates that you can back up your promises, aligning with the Hero archetype’s ethos.