The Hero brand archetype provides legacy through mastery and skill. Therefore, they are often also known as the superhero, the champion or the warrior.

Heroes are courageous and skilful – they want to change the world, and aim to do so through mastery and sheer force of will. This is their key goal. Above all, they desire to prove their worth and seek challenges out; pushing forward until they overcome them. They are often tireless and relentless in their pursuit of worthiness.

To show this, the Hero’s message is based on determination – where there’s a will, there’s a way. Heroes must prove they are masters of their market, so strategies often include showing their journey. Often this mirrors a ‘heroes journey’, including the ups and downs. They aim to make the viewer feel like they can do anything! These strategies are motivated by ideals of mastery and courage. This means their marketing is aimed towards making people feel like they can overcome their challenges.
With a focus on being the best, it is little wonder that the Hero fears showing weakness or letting others down. Therefore, they should always show boldness and courage in their marketing. However, they also need to be aware of coming across as arrogant or aggressive. Ultimately, they need to understand how to be bold without being brash.
Hero Brand Archetype

What Makes the Hero Work?

At their best, Hero brands have the ability to build confidence in their audience. Additionally, great Hero brands show skill and inspire their clients to be better. Heroes naturally attract those who want to be the best. As such, they can sometimes be seen as arrogant and unrelenting. This can put people off interacting with the brand.

As Hero brands head towards challenge, it’s no wonder that many are sports brands. Above all, they have an ability to challenge people to go further. This means they can push their clients to help achieve their goal of a better world and create change. Some Hero brands are also humanitarian and make sacrifices for the greater good.

If you’re interested in finding your Brand Archetype and how it can help your business, contact us here. Alternatively, book onto our Brand Adventurer course to discover even more about your brand.


Octima Logo


Our example of a Hero Brand in the ONLE Network is Octima Marketing.

Octima offer marketing solutions for those who prepare and protect. To that end, they work mainly with the security, health and safety, technology and business sectors. Their aim is to help their clients reach their full potential.

With a focus on creating strong legacies, their message is bold and clear. Octima focus on determination and have a courageous manner – they push to be the best and to help their clients to achieve mastery too. As such, they utilise a bold message that challenges their audience to achive.

Octima’s visual identity is also challenging – a bold use of purple and lime creates a strong brand that stands out. Purple is a noble colour, also signifying individuality. The green adds a high-energy contrast to the scheme to prevent it being too cold. This energy and youthfulness helps bring out the creative qualities of the purple. This high contrast effect also lends itself well to standing out in social media.