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Brands/People Who Want to: Leave a Legacy | Be Remembered
Think Mohammad Ali, John Lewis, and Nanisca of The Woman King (from left to right)
Picture this: a brand with rippling muscles, a cape blowing in the wind, and a steely gaze that could make a lion cower in fear. That's the Hero brand archetype! The Hero archetype is also known as the Warrior, all about bravery, determination, courage, strength, and motivation. These brands are ones that jump into action when the world needs saving, ready to fight for what's right and defend the weak.
But don't worry - you don't need to wear spandex to embody the Hero archetype. Brands that embrace this archetype can inspire their audience to be brave, strong, and determined, creating messages that empower and motivate people to make it through their challenges and achieve great success. In short, to face fears, weaknesses, or shortcomings.
I'll delve into the details of the Hero Brand Archetype, its values, its connection to consumer behavior, and how to appeal to this archetype in marketing and communications.
The Hero Brand Archetype and Carl Jung
The Hero Archetype is one of the 12 archetypes identified by Carl Jung. Carl Jung is a famous Swiss psychiatrist and psychoanalyst who founded analytical psychology. According to Jung, archetypes are universal symbols or themes deeply ingrained in our psyche and help us understand the world around us.
The Hero archetype represents bravery, courage, determination, strength, and responsibility. Brands that master storytelling often use these traits to create compelling narratives that connect deeply with their audience. A great resource for learning how to craft this kind of brand message is Building a StoryBrand by Donald Miller. It breaks down how to position your brand as the ‘hero’ your customer needs.
The Hero archetype is also associated with leadership and inspiring others to greatness. Heroes are the ones who inspire and motivate people to overcome their fears and pursue their dreams. They are the ones who lead by example and show others what it means to be a true champion.
If you’re interested in exploring these concepts further, Man and His Symbols by Carl Jung offers incredible insight into the archetypes that shape our collective consciousness. For those focused on branding specifically, The Hero and the Outlaw by Margaret Mark & Carol S. Pearson is a must-read.
The Hero Brand Archetype Values
Courage: A Hero brand is all about having the courage to overcome challenges and face adversity.
Determination: Brands that embody the Hero archetype are known for their perseverance and steadfastness in achieving their goals.
Strength: A Hero brand is powerful and often associated with physical and mental strength.
Responsibility: The Hero brand archetype takes responsibility for its actions and strives to be a positive force in the world.
Perseverance: The Hero archetype values determination and perseverance, especially when faced with obstacles and challenges.
Hero Brand Archetype and Consumer Behavior
The connection between the Hero Brand Archetype and consumer motivations is powerful. Consumers are drawn to brands that embody strength, determination, and social responsibility—values that reflect their own desire to be the best version of themselves. People want to feel inspired and motivated, and brands that embody the Hero archetype can tap into that desire.
People are also often motivated by a desire to be their best selves. They want to feel capable of overcoming any obstacle. Brands that embody the Hero archetype can tap into these desires as well to create a powerful emotional connection with their audience, inspiring them to take action and pursue their dreams.
Brands that embody the Hero archetype can do so by taking responsibility for their actions and striving to be a positive force in the world. This means that consumers resonating with the Hero archetype are also likely to be drawn to brands that are socially responsible and have a positive impact on the world.
How to Appeal to the Hero Brand Archetype in Marketing and Communications
To appeal to the Hero archetype, brands should tell stories of bravery, determination, and perseverance. These stories should truly highlight a commitment to responsibility and things being done to create a positive impact. Messaging should be strong, confident, and also empowering. Brands should be, above all, aspirational, inspiring people who engage with their brand to overcome challenges and achieve greatness.
For a deep dive into crafting archetype-driven brand strategies, check out Archetypes in Branding: A Toolkit for Creatives and Strategists. It’s an excellent resource for brand strategists who want to go beyond surface-level storytelling and fully leverage the power of archetypes in branding.
The Embodiment of the Hero Brand Archetype – Brands
There are many brands that embody the Hero Brand Archetype. Here are a few examples and why they embody this archetype:
Nike: Nike is a brand that embodies the Hero archetype by inspiring people to be their best selves. Their "Just Do It" campaign encourages customers to overcome their fears and pursue their dreams. Nike is associated with strength, perseverance, and victory, cementing Nike as a leading Hero brand in the athletic world.
Apple: Apple is a brand that embodies the Hero archetype by creating products that inspire and empower people to do great things. Apple's innovative products have changed the world, and the company is associated with creativity, innovation, and excellence. Apple has a strong emotional connection with its customers, inspiring them to be creative and push boundaries. Apple also embodies the Creator Brand Archetype!
Red Bull: Red Bull is a brand that embodies the Hero archetype by inspiring people to push their limits and take on new challenges. The company's "Red Bull Gives You Wings" campaign encourages customers to be adventurous and daring, making them feel like they, too, can achieve greatness. Red Bull’s commitment to pushing boundaries makes it a standout Hero brand.
In each of these examples, the brands embody the Hero archetype by inspiring and empowering their customers to be the best version of themselves. They tap into the universal desire for courage, determination, and perseverance, creating a strong emotional connection with their customers. These brands are seen as leaders and inspirations, making them successful in their respective industries.
The Embodiment of the Hero Brand Archetype – People
Personal brands and TV/movie characters have also embodied the Hero brand archetype. For example, John Lewis exemplifies the Hero brand archetype. It was through his leadership and activism that he was able to play a key role in the passage of several important pieces of legislation, including the Voting Rights Act of 1965, which helped to dismantle the Jim Crow laws that had disenfranchised Black voters in the South.
He also worked to promote economic and social justice for all people and was a strong advocate for affordable housing, education, and healthcare. His messages to the public were strong, confident, and aspirational, inspiring people to take action and make a difference.
Similarly, The Woman King, Nanisca, is a powerful example of a Hero archetype. The film, The Woman King, tells the story of Nanisca, a historical figure and warrior queen from the Kingdom of Dahomey in West Africa. She was a formidable leader and warrior, and she is often celebrated as a hero in African history and folklore.
Nanisca embodied many of the qualities of the Hero Brand Archetype, including bravery, courage, and determination. She was a warrior queen who led her army into battle and defended her people against their enemies. She was also a skilled diplomat, negotiating with neighboring kingdoms to maintain peace and stability.
In short, she was a trailblazer for women in leadership and warfare. She challenged the traditional gender roles of her time and showed that women could be just as capable and powerful as men. Her legacy has inspired generations of women to pursue their dreams and fight for equality and justice.
The Psychology of the Hero Archetype: Purpose, Power, and Pitfalls
While the Hero archetype is often praised for its bravery, determination, and commitment to purpose, the Hero shadow side can be messy—leading people to fight the wrong battles or land on the wrong side of history. We see this in cultural and political landscapes all the time—take the 2024 elections, where folks double down on choices that go against their own best interests and the greater good, all in the name of "staying true" to something that no longer serves them. Chaos follows.
The real kicker? Most people stuck in the Hero’s shadow end up labeling their outcomes as “bad luck” when, in reality, they’re just caught in the same karmic loops, refusing to break the cycle. It’s like being stuck in the delulu (delusional) mindset—but the bad delulu—the kind that keeps you spiraling instead of finding the sululu (solution). The Hero archetype, when left unchecked, can lead to burnout, toxic productivity, reckless impulsivity, or people-pleasing—all in the name of “purpose.”
At its core, the Hero craves validation, but when honesty is sacrificed—either with oneself or others—the Hero falls deeper into codependency and cycles of self-sabotage. Indecisiveness creeps in, driven by a fear of failure, while pursuing victory at all costs leads to reckless decisions masked as “bold moves.”
This is where the Warrior energy comes into play. The Warrior, a close cousin of the Hero, offers strength and resilience, but when its energy is unrefined, it becomes destructive—aggressive, impulsive, and focused solely on the fight rather than the bigger mission. Without tempering the Warrior’s raw drive with wisdom and emotional intelligence, the Hero risks burning bridges, losing direction, and ultimately sabotaging their own quest.
🌟 Evolving Beyond the Hero
The thing about the Hero is that it’s a transitional stage—necessary, but not the final form. It follows the Innocent archetype, where the world is seen in black and white, but it’s supposed to eventually give way to deeper archetypes like the Sage, who seeks wisdom, or the Magician, who’s all about transformation and alchemy. Without that evolution, both individuals and brands get trapped—always fighting, never growing.
Real mastery of the Hero archetype isn’t about fighting every battle, but about knowing which ones are worth it, when to surrender, and when it’s time to stop the delulu and step into something bigger.
Final Thoughts
In conclusion, the Hero Brand Archetype is a powerful and inspiring archetype that many brands strive to embody. Brands that successfully embody the Hero archetype can create a strong emotional connection with their customers, inspiring them to overcome challenges and achieve greatness. By focusing on the values of courage, determination, strength, responsibility, and perseverance, brands can create a powerful and empowering message that resonates with their customers.
So, if you're looking to create a brand that embodies the Hero archetype, just remember: be strong, courageous, and never back down from a challenge. With a little bit of determination and a lot of heart, you, too, can be a Hero!
(Note: This post contains affiliate links. If you make a purchase through these links, I may earn a small commission at no additional cost to you. While AI-assisted tools were used for editing, all content reflects my genuine knowledge, opinions, and books I have personally read.)