Brand Blog Series: You Might Be The Hero Archetype If…

If you missed the first blog, no worries! You can start here.

Basically after a Discovery Session we head in to a Branding + Positioning Strategy. This is where (pretty much as the name says) we BRAND your business- colors, fonts, voice, tone, messaging, audience, etc.- and set you up with strategic ways to put yourself out there in the world the way you want to be seen and a way in which your clients need you. 

There seems to be a notion that, in order to be beautiful, effective or strategic, something must be complex.

Let me say this complete sentence.


Things don’t have to be complicated or complex to be beautiful or effective. Things can work when you simplify. And simplifying helps you niche down to where you’d be most influential and speaking to those most likely to take the action you desire! Exciting, right?

Since this is being published on President’s Day, in observance of George Washington’s birthday, it’s only fitting we feature

The Hero

The Hero

Wondering if you’re the Hero? Hero archetypes are commonly found in politics, athletes, military, comic book superheroes and humanitarian causes or philanthropic organizations. If your brand is here to represent or help people develop focus, strength and discipline, it’s starting to sound like you’re a Hero!


Something else I love doing is giving visual and relatable examples of brands or characters you’d find in the wild. It helps to pair what you learn with a face to imagine while branding your business. I also thought the idea of music genres/songs for each archetype was a genius idea.

Struggling? Focus on one movie or your favorite book. For example, who in Harry Potter would be the Sage? The Jester? What role would Hermione play?

What about The Office? Or TV Show, movie, etc.? Don’t worry about getting it perfect. Once you have them listed out you will know what feels right…and start finding archetypes everywhere!

Hero Characters


Once you’ve decided on your brand, create a moodboard. This can be pulling pages from magazines or pinning on a private Pinterest board. Look for common colors and themes that come up in the images you’re drawn to.

Remember this is about what your brand is…not just what you like!

When pulling colors and inspiration for The Hero, look for strong colors and bold imagery that evokes power. Pull colors from concrete, buildings, strong and sturdy foundations and buildings. It’s a bit cold because they’re serious. They are often pulled from grays, whites and blacks. You’ll also find shades of blue and navy for integrity, trustworthiness and security. Orange is the color of courage and confidence. Red symbolizes power and energy.

You’ll want to include a white or black for your imagery to show on text and backgrounds. White portrays freshness and goodness while black displays protection and drama. Gold is also used as a feature but don’t overuse. As with anything, too much of something can have a negative and inaccurate picture of your brand. Is gold for prosperity or greediness? Is green displaying wealth or sickness? Pay close attention to your shades and use of color. I also thought it was fun to include some pop art inspired patterns.

Want to see these in action on a moodboard? Us too! It helps bring a brand to life in the form of examples. Find people, cartoons, quotes, offices, textures and photography. If your brand had patterns or symbols what would they be? What would be the exact opposite of your brand? If your brand were to reject something, what would that be? Would your business be more pop-art or more serious? Would you be more like a military branch, the Red Cross or Nike? Hone in.

Making two separate boards and comparing them side by side can make the biggest difference in clarifying your brand. Here’s a moodboard example of a Hero.

hero moodboard


Depending on the variation of Hero that your brand is, your moodboard might include more quotes, geometric shapes, angles, strong facial expressions, silver/gold/chrome or metals and hard elements.


Feel better?! Remember…this is the last phase of the branding process so just stopping here will give you fairly superficial branding. There’s a large portion of the process that hasn’t yet been done. If you’re curious how you did, what you’re missing, or if you want us to do it ALL for you, contact us here! 

For this entire month we will be cranking out focused and all-encompassing blogs to help you decipher what brand archetype you are. As an overview the 12 are













Read up on them all and see which one best fits your brand!

Am I sensing overwhelm? Excitement? Great! We help with both. If you want to make sure you’ve got it right book a Free Discovery Session here.

Make sure you’re subscribed to this blog so you get them directly in your inbox and if you need to check back on any they will all be saved under this tab. 

If you want to see archetypes in action head check out some great examples in our portfolio.


Grab a drink and let’s get to work on what makes you happy!





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