The Hero Brand Archetype

The Hero Brand says,

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

Suddenly, a heroic figure rides over the hill and saves the day when things seem dark. It is impossible to describe all the variations of this story, but in everyone, the Hero defeats evil, adversity, or a great challenge, and in doing so, inspires us all. You can imagine a Hero as John Wayne, John Glenn, or Susan B. Anthony. You can imagine a spy like James Bond or a team like Mission Impossible. As their adversaries are classic Rebels,  practically all superheroes, such as Wonder Woman, Batman, etc., fit this description. Similarly, Teddy Roosevelt and Dwight Eisenhower were both Hero presidents, running on their bravery in the military. A moon mission was Kennedy's challenge "because there is a moon." MacArthur's historical figures to Colin Powell are also heroes, as are cultural icons from Martin Luther King, Jr. to Nelson Mandela. 

Heroes sometimes appear wherever a cause is served or attempts are made to serve others. Just as with classic movies like Star Wars and Saving Private Ryan, or television shows like "Star Trek," "Stargate," and, most recently, "Xena" and "Homicide," We can discover them wherever a cause is involved, or attempts are made to help others. 

Prove your worth by taking courageous and complex actions:

  • Strategy: become as talented, competent, and powerful as possible to improve the world.
  • Aim: exert mastery in a way that improves the world
  • Fear: weakness, vulnerability, breaking down
  • A Trap: developing the attitude that one must always defend an enemy. On the contrary, 
  • A Gift: the competence and courage to represent the underdog or victim.

Heroic action is a natural outcome on the battlefield, on any test, on the streets, in the office, in the political jungle, or in whatever environment awaits a Hero's courage and energy. The Hero aims to change the world for the better. Their underlying fear is that they do not have what it takes to persevere and prevail. This archetype helps us develop energy, discipline, focus, and determination. Distinctive Hero brands include 

  • Marines
  • The Olympics
  • Space program
  • National Organization of Women
  • Nike
  • Fed Ex
  • Red Cross
  • Most video games


Heroes are warriors, crusaders, rescuers, superheroes, soldiers, athletes, dragon-slayers, competitors, and team players. Many health and social initiatives, like the War on Poverty or Drugs, are framed as wars since the warrior aspect of the Hero archetype is so valued in Chinese culture. Whether it's horses, cars, planes, people, machines, or any terrain that requires agility and willpower, the Hero can get something done whether it's with a horse, a car, a plane, or a person. The intense colors and definitions of fast-moving objects and anything powerful will catch a Hero's attention.

Carol Pearson described the Hero's Journey as encompassing all 12 archetypes in The Hero Within and Awakening the Heroes Within, condemning the typical view of the Hero as only a warrior. As for this, we recognize that, in the present day, the Hero and the warrior are synonymous. Combining the two terms helps people identify with the more positive aspects of this archetype. Heroism is about fighting for a principle, a cause, a way of life, or an ideal.


 A hero's attire and surroundings are functional, not extravagant. Overly comfortable clothes can lull you into complacency. The boot camp environment of the United States Army is a prime example of how austerity and dedication prepare a potential hero for the battlefield. Individuals whose Hero archetype is active may be ambitious and seek challenges, such as astronauts, Marines, or athletes. The opposite can also be true, as they may recognize an injustice or problem but are hesitant to act. This subcategory of Heroes arises to the occasion, correcting injustices. No matter how the Hero reacts, they feel challenged, outraged, and quick to act when facing adversity or opportunity.

The best Heroes Archetypes  are disciplined, focused, and capable of making tough decisions.


Sage Archetype

Rebel Archetype

Ultimate Guide to Brand Archetype