The Hero Brand Archetype

What are brand archetypes? We’re so glad you asked! Building a brand story that sticks with your target audience is easier said than done. In order to learn how to use brand archetypes to create an authentic brand that resonates with your customers, you first need to understand how archetypes work.

Brand Archetypes Explained

First, each of the twelve brand archetypes’ meanings and traits forms a very distinct personality style. Some people and brands have a clear-cut archetype and rarely stray from it, making them predictable and consistent in messaging and style. However, building a brand story is rarely a cut and dried process. There are nuances and traits that cross over from one archetype to another – just like people. That’s where the Serendipit magic happens. 

Just like people, most brands are complex beings that can’t be categorized by ticking a single identifier box unless it’s labeled “It’s complicated.” That’s why many of the brands we develop are so often a custom mix of 2-3 primary archetypes. Our highly-experienced brand development team carefully selects traits from each primary archetype chosen during our proprietary Brand Workshops, then seamlessly blends them together to form a unique personality and archetype that fits the aspirational vision of the brand. We call it the Serendipit ‘secret sauce’ – no generic ketchup or mayo involved. We create just the right amount of spice blends to flavor each custom mix. Let’s take a look at the next Archetype in our series: The HERO

The HERO Brand Archetype


Warrior, Competitive, Aggressive, Winner, Principled, Idealist, Challenges Wrongs, Improves the World, Proud, Brave, Courageous, Sacrifices Self for the Greater Good


Heroes inspire others to believe in themselves as much as The Hero believes in them. They inspire, motivate and cheerlead customers to do more, be more and have more. Inspiring and strong, Heroes offer tough love, and will push you to your limits and beyond – but they will also support you every step of the way. 


Change the World


Risk & Mastery




Where there is a will, there is a way.


Heroes can be found solving social, environmental, or other major issues. The Hero brand is quick on its feet, making fast and smart decisions to save the world. The Hero wants to leave a legacy and doesn’t mind sacrificing for it. 


NIKE, The Marines, FedEx, Duracell, Snickers


Do You Identify with the Hero Brand Archetype?

Unsure where to start when building a brand story or which archetype best suits your brand? Let our brand development experts at Serendipit help you out. Get in touch today, and we’ll help you find your brand identity! We know how to build a strong brand – just take a look for yourself! Check back next month when we break down the basics of The Innocent.