The Explorer


The explorer archetype is all about self-actualization. As we spend most of our time in life, on our journey discovering new horizons, to find the EGO. The name says it all, we value and see the fulfillment in freedom and authenticity – minimalist luggage of a pure explorer.

Independent, ambitious and adventurous are the best words to describe our personalities. However,we also have a big fear of being pressured to conform and getting trapped in familiar things.

The Explorer

The “zodiac” sign to recognize an “Explorer”:

  • Promise: Forge your own path
  • Goal: To live an exciting and fulfilling life
  • Fear: Feeling trapped
  • Strategy: discovery new experiences
  • Gift: Ambition
  • Motivation: Independence and fulfillment
  • Categories that tend to have the ruler at the foundation: Extreme and outdoor apparel and equipment, Automotive, Airline, Beauty Care,etc
  • Example brands have “the Explorer archetype”: The North Face, NASA, The body Shop, Jeep,etc.

How to bring the Explorer brand to life

The Explorer is the characteristic with the least obvious connection to a specific industry or category of the 12 archetypes. We can be genuinely succeeded in cosmetics as it can in a tough outdoor equipment company.

Explorer brands are usually attached with innovating and pioneering. We design goods that emphasize individuality, excitement and new experiences. Any brands, in any industry that deviates from the norm and forges its own path is appealing to Explorer inclinations. Our personality will help your brand be different from conformist competitors. Explorer brands, on the other hand, must not look aimless in their journey or advertise being divergent.

A brand’s corporate culture may also characterize it as an Explorer. Our businesses often have a culture that values individual success and de-emphasizes norms, providing employees the freedom to achieve goals in whichever way we see suitable. An Explorer brand’s organizational structure is decentralized and democratic, with a preference for virtual workers and tools over people caged in a cubicle.

Which kinds of consumers match with the Explorer brands?

In fact, most customers feel relevant and attached with brands who share the same personalities and core values which are shown by the way brands talk and act. The Explorer mentality thus attracts clients that seek adventure and independence. Advertisements that encourage uniformity do not convince these shoppers. They identify with businesses that promote self-discovery and make them feel bold and alive.

What is a Brand archetype?

Brand personality or a set of human characteristics is a part of brand equity, go along with brand image, consistently appear on brand’s communication and advertising activities. As such, a brand personality is something to which the consumer can relate. And building a strong brand archetype has a pivotal role in imprinting brand image in the consumer’s mind.

Why brand should own an archetype

In fact, most famous brands we know in the world like Nike, Starbuck, Volvo, Apple have developed and owned for themselves at least one archetype since brands were borned.

But owning an archetype is usually seen as a superfluous activity and underestimated by many SMEs business owners who take their first steps on the brand building process.

No one tells them the true potential of embracing an archetype in terms of competitive advantage and attracting the right customers.

Archetype helps brands stand out

Do you want to know how to stand out in a crowded market? A powerful archetype might be the solution. Archetypes motivate you to go deep into your brand’s history and discover the why behind all you do. The people, locations, and ideas that influenced the beginnings of your company are absolutely unique to your brand. This is especially crucial to remember if your business and another company in your sector have the same archetype.

Archetype makes up the color of brand experience

Archetypes set the tone for consumer interactions and relationships. A brand with a caretaker archetype, for example, will radiate a helpful, pleasant, and supporting demeanor. After establishing these traits, a consumer will build expectations for the next brand experience. Hopefully, the brand lives up to the hype. When this occurs, a consumer comes to trust you and your products. A loyal client base is built on repeated, consistent encounters.

Archetype helps to attract right customer

The value of archetypes lies in their ability to be individually adapted to the requirements and desires of your audience. In other words, archetypes are used by businesses to create a link between a customer’s demand and your offering. This enables people to realize how your product may help you achieve your personal objectives, in a deeper way, more authentic interactions with customers.

Obtaining an archetype with a clear set of characteristics, tone of voice, the way brands appear on each media platform will help the brand stand out in the crowd where everyone is trying to walk in the fog without any self-brand understanding.

SOURCE: Explore – Brand archetypes: The Explorer


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