Empower - Archetypes - Flipbook - Page 22
8- T
HE EXPLORER BRAND
ARCHETYPE
Independent thinkers who are always open to forge new paths in their
quest of life, Explorers are not afraid to take risks. They are all about
discovery. When faced with the unknown, they’re not afraid.
They get curious. Think about someone who is adventurous, a rebel, a
wanderer. You’ve got yourself an Explorer!
The Explorers thirst for discovery is best summed up with their motto:
you only get one life, make it count.
If you ask the Explorer where they’d like to work, they’re already packing their
hiking gear to camp out in the mountains. They hate being confined at the office.
In the Explorer’s quest to take the road less traveled by, they often set out
alone but, thanks to their clear vision, they find people who believe in them.
Explorers value the journey and their freedom. Without it, they’re going
to feel trapped. So when it comes to branding, if you’re an adventurer
yourself, you might relate to the characteristics of this brand archetype.
The categories of products/services best suited for The Explorer are:
• Adventure and travel (Patagonia, The North Face)
• Car industry (Jeep)
• Specific fields of science (NASA)
The ideal example of the Explorer archetype in popular culture is definitely
someone like Indiana Jones.
The Explorer will always take you on an
unforgettable journey
WHAT ARE THE 12 MAJOR BRAND ARCHETYPES?
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