The Outlaw


“Rules are made to be broken”

You won’t settle for the status quo! Yes, that’s right, we are Outlaw! We have a strong sense of justice, and we will do whatever it takes to make things fair. We’re not always natural leaders – some appear as a kind of everyman anti-hero – but we sure know how to shake things up.

We have a desire for revolution partly to change the world for the better and partly for the anarchy involved. We have a disdain for rules, regulations,s, and conformity that would remove any form of their freedom of choice (or anyone else’s). Outlaws are good at the core but anger is part of our motivation, which can become the dominant force. Without a fight, we are lost.

The Outlaw

The “zodiac” sign to recognize Outlaw:

  • Promise: Change
  • Core desire: Freedom and want to break through the status quo
  • Goal: To shake things up
  • Fear: Being powerless
  • Strategy: Innovate with out of the box thinking yet provide practical solutions that are in demand.
  • Gift: Disrupting existing tructures, rock ‘n’ roll sex appeal, promoting brand loyalty.
  • Motivation: The outsider, the strong silent type, the anti-conformist.
  • Categories that tend to have the Hero at the foundation: Automobile (Motorcycles), Destruction Tools, Alternative Apparel, Body Art…
  • Example brands have the Outlaw archetype: Harley Davidson, Diesel, Greenpeace

How to bring Outlaw to life

Rebel brands would do well to go against stereotypical societal norms and regular routine habits in their campaigns to connect with a like-minded segment.

Rebel customers are motivated partly by anger, and partly because of the thrill of anarchy. Brands tapping into this market need to show these customers that they will be standing right next to them as they bring about a revolution.

While constantly creating new, innovative products and solutions is crucial to a Creator’s success, simply introducing new solutions to the same old problems are sometimes enough to catch a Rebel customer’s attention.

Which kinds of consumers match with Outlaw?

The rebel archetype appeals to customers who are tired of the same old thing. They want change, and they want it now.

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.


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