The Hero is the courageous, determined brand archetype. They’re the natural-born leader, the problem-solver, the champion of the underdog. They have a strong sense of justice and are always striving to make the world a better place.

Associated terms: courageous, brave, fearless, bold, daring, valiant, heroic, noble, chivalrous, selfless, altruistic, idealistic, visionary.

Core desires: to be of service, to make a difference, to be respected, to be admired.

Fears: failure, weakness, inadequacy, being insignificant.

In branding, the Hero archetype is best suited for:

• Products or services that are associated with strength, power, and performance.
• Brands that emphasize leadership, innovation, and progress.
• Brands that promote social responsibility and sustainability.
• Products or services that are designed to help people overcome challenges.
• Brands that evoke feelings of inspiration and motivation.