i got your results!
you are the outlaw
Activist, Challenger, Enemy, Maverick, Misfit, Rebel, Reformer, Revolutionary, Villain or Wild Woman
Leaving a thumbprint on the world
"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 Outlaw has the enticement of forbidden fruit. [...] Outlaws are romantic figures, ready to disrupt a society that has succumbed to tyranny, repression, conformity, or cynicism."
The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes
You love breaking outdated rules while liberating others and you're all about bringing down oppressive systems. You’re not afraid to make others uncomfortable when you’re standing up for something.
An Outlaw identity might be right for your brand if:
- your product or service is revolutionary or its function is to destroy an obstacle
- your customers/clients identify with values at odds with those of society
- your product or service helps people retain values that are threatened
- your product or service needs to be differentiated from a more conformist competitor
your motto
Rules are meant to be broken
GOAL | to destroy what is not working
STRATEGY | disrupt, destroy or shock
CALL | feeling powerless, angry, mistreated
CORE DESIRE | revenge or revolution
SUPER POWERS | breaking the rules for the greater good, and embracing controversy
TRAP | to go over to the dark side, bringing unnecessary destruction
FEARS | being powerless, trivialized
VOICE | Provocative, bold, loud, authentic, inspiring
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 Outlaw, words that could describe your brand feeling and tone are: rebel, disruptor, different, daring, revolutionary, polarizing...
You can also show your Outlaw personality
by having a bold and different brand identity. You could choose unique colors, strong fonts, and unconventional or asymmetrical design choices to stand out and showcase your unique perspective.
EMBRACE YOUR IDENTITY
WITH ARCHETYPE-INFORMED,
story-inspired SHOWIT TEMPLATE DESIGN
Visit the shop, The Archetype Atelier, to explore a template
designed just for Outlaws, 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
