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YOU ARE THE exploreR
Seeker, Adventurer, Pioneer, Pilgrim, Iconoclast, Individualist, or Wanderer
The yearning for paradise
"What [you] need is an enduring and reliable compass - a fixed place that illuminates both where [you] are and where [you] must go.
[...] the theory of archetypes can act as this compass."
The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes
What are BRAND archetypes?
Brand archetypes are like the personality traits of your business—they're the heart and soul behind your brand that helps you connect with your audience on a deeper level. Think about the difference between hearing general information about a business and being able to subconsciously imagine that business, and yourself, as familiar characters in a story. See how much more interesting that is?
This character, or archetype, can guide how your brand communicates, what your values are, and how you make people feel. It's about finding your unique voice in a crowded world and building a relationship with your clients that feels genuine and meaningful. For creative online business owners, tapping into your brand's archetype isn't just about marketing: embracing your archetype helps make your business a true reflection of what you stand for and the impact you want to make in the world.
This concept was influenced by Swiss psychiatrist Carl Jung and developed by co-authors Margaret Mark and Carol S. Pearson in their book The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes (2001). They explored 12 archetypes that fall under 4 main categories: independence, belonging, stability and mastery.
Embracing your archetype helps you build a consistent brand with strong messaging, strategy, story, identity, and positioning.
"The journey Explorers are experiencing is simultaneously inner and outer, because they are motivated by a deep desire to find what, in the outer world, fits with their inner needs, preferences, and hopes."
The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes
You love to experience the joy of discovery, you are a lone wolf and thrive in solitary pursuits. You have a deep desire for freedom and think you learn to know yourself by going on adventures.
An Explorer identity might be right for your brand if:
- your product or service helps people feel free or is pioneering in some way
- your product is sturdy or appropriate for use in nature or dangerous settings
- your product or service helps people express their individuality
- your product can be purchased and consumed on the go
- your product or service needs to be differentiated from a more conformist competitor
your motto
Don't fence me in
GOAL | to experience a better, more authentic, more fulfilling life
STRATEGY | journey, seek out and experience new things, escape from entrapment and boredom
CALL | alienation, dissatisfaction, boredom
CORE DESIRE | the freedom to find out who you are through exploring the world
SUPER POWERS | an extreme ambition and dedication to their goals, and a willingness to explore unknown territory in order to learn the truth about themselves and the world
TRAP | aimless wandering, becoming a misfit
FEARS | getting trapped, conforming, inner emptiness
VOICE | certain, friendly, open-minded, authentic
With all this knowledge,
you can infuse more meaning, personality, and purpose into your brand. The overall feeling you create in your branding, design, and words is what tells someone if your brand is for them or not. Letting your archetype influence that feeling can help attract the right client to you.
Start implementing some little things
you’ve just learned, like shifting how you speak to your audience. As you're the Explorer, words that could describe your brand feeling and tone are: freedom, discover, growth, adventure, change…
You can also show your Explorer personality
by sharing your very own stories and how you became who you are today. Earthy, natural tones might fit well in your aesthetic and your images could be an invitation to travel.
EMBRACE YOUR IDENTITY
WITH ARCHETYPE-INFORMED,
story-inspired SHOWIT TEMPLATE DESIGN
Visit the shop, The Archetype Atelier, to explore a template
designed just for Explorers, and let your imagination run wild.
Let’s unlock the power of your uniqueness
and create a brand experience that evokes emotion and inspires connection.
BUILD A semi custom brand
TAILORED PERFECTLY TO WHO YOU ARE,
DESIGNED TO EXPRESS
THE very soul OF YOUR BUSINESS
MEET YOUR ARTISTS & ALCHEMISTS
Clarisse
Brand & Web Designer for Quiet Souls
Soulspell Studio
@soulspellstudio
Theresa
Website Copywriter & Meaning-Maker
Little Flame Creative
@littleflamecreative
We are The Archetype Atelier
EMAIL ADDRESS FOR SUPPORT Qs
