What is it about superhero movies that intrigues the audience? What engages the huge fanbase that these movies attract? It’s not just the drama, or the action, or even the direction and special effects. It’s all about the hero. When all seems to be lost and the darkness surmounts the light, the hero emerges to save the day. A character who triumphs over adversity and evil to restore peace. A story that inspires the audience, a story that gives them hope.

The Hero archetype reflects these values in its audience. It inspires people to achieve their goals; to become the best versions of themselves. You’re the hero in your story. And the Hero archetype wants you to believe in yourself.

Let’s back up for a second and recollect what an archetype is. Brand archetypes are recognizable patterns of human behavior reflected by brands to make themselves more relatable to their audiences. It’s a way for a brand to communicate with its audience and connect with them at a deeper level. There are 12 brand archetypes in total and in this article we’re focussing on the Hero archetype.