"Here to save the day."


brand archetype wheel hero

A hero combats adversity using mastery, strength, courage and ingenuity.

A few qualities of the HERO ARCHETYPE include: Mastery, Courage, Growth, Development, Honor, Protection, and Defense.

Brand archetypes help you express the personality of your brand to customers.

Based on the work of Psychologist Carl Jung, archetypes tap into the character and values of your brand, making it more relatable.  This helps you to form stronger more authentic connections, and build brand loyalty.

Jungian archetypes are defined as universal, archaic symbols and images that derive from the collective unconscious. (Wikipedia)

When you do the work to clearly define and leverage your brand’s archetype, your business will be more successful in attracting and engaging the right customers.




Hero Archetype Industries

Here are a few common industries where you may find the hero brand archetype:

Emergency Services

Trades (Plumbing, Electrical, etc.)



Tactical Equipment


Hero Archetype Brands

Here are a few well-known brands that embody characteristics from the Hero Brand Archetype:


Just Do It


Protection for who and what matters.


Be a Hero


We Are The American Red Cross - Sleeves Up. Hearts Open. All In.

-American Red Cross

Semper Fidelis (Always Faithful)

-The Marines

...and away go troubles down the drain.

-Roto Rooter

Is My Brand the Hero Archetype?

The most important thing to consider when selecting an archetype for your brand is what will most resonate with your customers.

Start by asking “What do we most want our brand to evoke for our customers?”

Here are a few questions to help determine if your brand fits the Hero Archetype:

  • My brand will help customers in their quest for victory, triumph, and addressing obstacles.
  • My brand will help customers become the hero of their own story.
  • I feel that the spirit of my brand most embodies courage, discipline, grit, determination, winning, assertiveness, bravery, and resilience.

If you would like to do a deeper dive into your branding, then download my free branding workbook.