The Hero's purpose in life is to improve the world

They inspire others to believe in themselves as much as The Hero believes in them. They inspire, motivate and cheerlead their customers to do more, be more and have more. The Hero wants to leave a legacy and doesn't mind sacrificing for it. This makes the Hero quick on its feet, making fast and smart decisions to save the world.

Your Desire

to prove your worth through courageous acts

Your Goal

to improve the world

Your Strategy

motivate, encourage and be brave

Your Motto

where there's a will, there's a way

Your Fear

weakness, vulnerability, being scared

Your Achilles Heel

arrogant and challenging

When life puts you in a tough situation, don’t say ‘why me’ say ‘try me’

The Hero archetype may be right for your brand identity if:

  • there are inventions or innovations that will have a major impact on the world
  • it helps people be all they can be
  • it can solve a major social problem or encourage others to do so
  • it has a clear opponent you want to beat
  • it is the underdog or a challenger brand
  • it is strong and helps people do tough jobs exceptionally well
  • it needs to be differentiated from competitors that have problems following through or keeping their promises
  • their customers see themselves as good, upstanding citizens
  • it makes a positive mark on the world, solves major problems or enables/inspires others to do so.

Brand Culture

achievement orientated with high standards and goal focused

Brand Voice

fast paced, proud and motivating

Brand Experience

encouraging, competitive and achievement orientated

Hero Archetype Examples


In this advert BMW is challenging you to be daring, to invent yourself by smashing conformity and being unique.

They encourage you to never run away from risk, but rather to face your fears and be the hunter, not the hunted. Motivating you to change the game and break new ground, even the music makes your heart beat faster as the car smashes through barriers and overcomes a media wall with negative words such as ‘no’, ‘stop’ and ‘loser’.

They are cheering you to make up your own mind, not to be a slave to time, but rather to be the one who ‘dares’.


At the forefront of all Hero brands Nike stands proud and courageous. Their slogan, “Just do it” sums up their focus. Nothing will happen unless you do something, so just do something. Anything. As something is better than nothing. Regardless of your size, shape or age, Nike wants to bring inspiration and innovation to all athletes, and they define an athlete as anyone with a body! You’ve got this, you can do this. Just do it!

Other Hero Brands

Personal Brand Examples

Nelson Mandela
Wonder Woman
Nelson Mandela
Katniss Everdeen

The Hero Brand Colours






Hero Archetype Imagery

Meet the Archetypes

Based on the concepts of 12 Personality Archetypes by Swiss psychologist Carl Jung, we believe that in modern society these 12 Archetypes can be effectively utilised in branding a business, and give them attributes that can enhance or cement their message. These personalities are based on different motivations for the observer.