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The Hero

The Champion, The Winner,
The Idealist, The Warrior

You are courageous, highly skilled, and driven by your moral values.


we will either find a way or make one.

Anibal Barca

about hero brands

You have an inner need to improve the world and empower everyone in it. The Hero drives people to achieve and can always be counted on to rise to any occasion. 

You’re all about potential and hard work.  You’re the brand that tells people they can do it, and they have what it takes.  

The Hero is competent, brave, and strong. You are inherently motivational. The Hero attracts people who need to want to feel empowered or inspired.


understand your audience

The Hero sees the challenges we all face with clarity and the potential in all of us to overcome them. You attract people who have a desire for mastery, who meet things head-on, and who have a need to feel competent. You empower them to be their best and inspire courage when they face self-doubt.


connection archetypes

The Hero shares a quadrant with The Magician and The Rebel. All three attract people who have needs for mastery and motivation. The Magician solves problems they don’t see solutions for, whereas the Rebel is about fighting against the status quo.

real estate marketing materials ideas stacy stateham

style & inspiration

brands to be inspired by

Brands like Nike, The US Army, BMW, and Gatorade fit the Hero Brand Archetype. They appeal to people who need to feel strong, empowered, and motivated to reach their goals.

real estate marketing materials stacy stateham
real estate marketing materials stacy stateham
real estate marketing materials stacy stateham
real estate marketing materials stacy stateham

core values

hero brand drivers

Every brand’s values are unique, but there are commonalities within each archetype.

The Hero brand values embody a sense of possibility, dedication to hard work, and integrity.

brand voice

the way you speak

Your brand voice is outspoken and empowering.

You’re competent and informative in a motivational way. You are direct but with discipline; never rude.

brand visuals


rich, bold, saturated

Heroes should lean toward colors that have bold, rich tones and a depth of character that reflects your brand image. Think deeply saturated colors as opposed to shockingly bright.

Because of the bold nature of the Hero, you can play with intense colors provided that they’re well balanced. Steer clear of being too bright or too soft in your color scheme. You’re aiming for character but in keeping with an inspirational feel.


strong, clear, bold

Look for fonts that feel strong, clear, and bold.

While other archetypes often use pairs or trios of fonts, what tends to work best for Hero brands is to choose one strong and clean font and use varying weights and sizes for contrast.

Looking at the four brand examples above, you might notice that three of the four use the exact same font, Helvetica Neue. Similar free fonts that are easily accessible are Montserrat, Roboto, and Inter.


A Hero brand uses images with deeper tones instead of bright, but they don’t all have to be serious. Less light flooded or white and more mood shadows. Be wary of that “stock photo” feel or of images that feel harsh. Aim for pictures with lower lighting and that feel motivational. They should feel empowering and show strength while working well with your brand style.


Your brand should make people feel that you accept them as they are but know they want more. You’re empowering, driven, and brave. Sports brands, coaches, and trainers often fall into the Hero archetype, but so do organizations like the Red Cross and World Central Kitchen. A Hero brand isn’t limited to physical strength or personal performance. Still, it can also be the companies that will always be there when we need them most.

When building out your brand and marketing strategy, ensure you have a cohesive message and style across all platforms. Instagram and TikTok are likely your strongest platforms for social media, followed by Facebook and Pinterest.

In real estate? You’re the agent who gets it done and helps people see they can achieve their goals. Support your local first responders, and connect with teachers and civil servants. Especially when the market is in a downturn or financing is challenging, you’re there to help people find a path forward.

which archetype fits your brand?

I can help with that

After using my brand assessment with clients, I decided to make a simplified version available
to website visitors. It only takes about 5 minutes to complete. Better yet, you’ll also get a short series of emails to help you learn more on how to use your new knowledge.

Feel like you need a deeper look at your brand?

other archetypes