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Explorer

Brand
Archetypes
Celebrate the Journey.
Message >
Big Idea >
SWOT Analyses >
Levels >
Brands >
Does it apply? >
Introduction
IMAGE
Carl Jung
Every day, we get bombarded with ads or brand messages vying to capture our attention. Most of them get deflected by our unconscious minds and hold little relevance or appeal to our daily lives. But at the same time, a select few of these messages get through to us, and we may even feel a sense of personal identity with them.

The way your brand communicates is critical. In the search to communicate better, every brand discovers a need for a personality and a voice.

One interesting way to view it is through the lens of archetypes. Brands can anchor their communications to enduring personas or profiles that feed into the human experience allowing consumers to identify narratives and symbolism quickly and effectively.

Brand Archetypes Brand Archetypes were a concept introduced by Carl Jung, who believed that they were models of people, behaviours, or personalities. Archetypes, he suggested, were inborn tendencies that play a role in influencing human behaviour.
Table of
Content
social
Social
Everyman
Jester
Lover
ego
Ego
Magician
Hero
Outlaw
freedom
Freedom
Innocent
Sage
Explorer
order
Order
Caregiver
Ruler
Creator
Explorer
Celebrate the Journey.
The explorer has a palpable inner drive to push themselves outside their comfort and conformity of everyday life; into the rugged environment, they feel at home in. They are brave, adventurous, and love a challenge. The challenges are more about understanding themselves more than proving to others and they are on an everlasting journey of discovery.
Also know as
Adventurer, Pioneer, Seeker, Generalist, Wanderer, Individualist, Pilgrim, and Trailblazer.
BIG IDEA

Be ambitious, seek new vistas.

Core Desire

It's all about Freedom

Strategy

‍Reaffirm Beauty.
Red Carpet Treatment.

Promise

Forge your own path

Goal

To experience a fulfilling and authentic life

Gift

Ambition

Motivation

Independence and fulfillment

The MESSAGE
You only got one life. Get out and make it count.
EXECUTION

To appeal to an explorer, you need to challenge them. Challenging the confines of modern life will also allow you to resonate with them quickly. You should promote the outdoors and the unknown as the land of the free and challenge them to explore it, with your brand of course. Modern society is the common enemy in which many explorers live. A stand against such conforms can go a long way to resonating with the explorer and evoking their desires.

Voice

Exciting
Fearless
Daring

SWOT Analyses
Strength

Be the Explorer

‍The Explorer Brand makes people feel amazed, alive, and cultured. It brings out the adventurous side of people and situations. It truly makes people feel like they can achieve anything.

Adventure
Exploration
The unknown
Self-discovery
Liberation

S
Strength >
click to reveal
weakness
Don't Be Filled With Fear

Overpromising and under delivering. It is important that the Explorer brand maintains the ability to deliver the special experience, cutting edge product, or unique service that it promises.

Confinement
Immobility
Entrapment
Incarceration
Cautiousness

W
Weakness >
click to reveal
opportunities
Fill Them With Good Vibes

The Explorer brand has a great opportunity to stand out from their competition by finding the ways their products/services are unique and capitalizing on them.

O
Opportunity >
click to reveal
threats
WARNING!

Be afraid. Be VERY afraid of: conformity, getting trapped, inner emptiness, boredom, stagnating, being paralyzed and immobile, and being limited.

threat >
T
click to reveal
Many levels
Each archetype can be experienced or expressed at different levels. The lower levels are less mature while higher levels are more developed.

Level 1:
The Explorer is very straightforward, expressed by exploring the world and getting out into nature.

Level 2:
Expressed when the exploration turns inward into discovering what makes oneself unique. It is the process of seeking one's own individuality.

Level 3:
Reached when the journey has led to one's own Promised Land, a place of knowing who you are, with freedom to be completely true to who one is and express that uniqueness fully.

Brand Example
Never stop exploring
Does it apply to
your brand?
There are twelve brand archetypes in total. Does this one work for your brand?

Ask yourself these simple questions. If the answer is yes to most of them, Its most likely your best bet.

Q1

Do your customers feel adventurous, cultured, amazed, alive?

Q2

Are you customers willing to pay more for your product or services because of how it makes them feel?

Q3

Can you hear your customers say, “I have no limits”?

Q4

Are your products and services exciting and daring?

Q5

Are your product or service of a higher caliber than your competitors?

Q6

Do people buy your products and service because “they deserve it?”

Social

Freedom

Order

Ego

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