— The —

Outlaw

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
freedom
Freedom
Outlaw
Disrupt & Shock.
The Outlaw has a desire for revolution, partly to change the world for the better and partly for the anarchy involved. They have a disdain for rules, regulations, and conformity that would remove any form of their freedom of choice (or anyone else’s). They are good at the core but anger is part of their motivation, which can become the dominant force. Without a fight, they are lost.
Also know as
Rebel, Maverick, Revolutionary, Gambler, Reformer, and Activist.
BIG IDEA

Rules were made to be broken!

Core Desire

Denounce Status quo. Disrupt & Shock.

Strategy

Reaffirm Beauty.
Red Carpet Treatment.

Promise

Rules were made to be broken

Goal

To destroy what is not working

Gift

Radical freedom

Motivation

Mastery

The MESSAGE
You don't have to settle for the status quo.
EXECUTION

First demand more. Second, go out and get it. The Outlaw brand doesn’t do anything in a traditional way. They find new ways to do old things that aren’t working. They will even bend or break the rules and never-ever adhere to the status quo. They beg forgiveness instead of asking permission. Outlaws question authority and never apologize for being revolutionary. Outlaws make their clients feel empowered and liberated.

VOICE

Disruptive
Rebellious
Combative

SWOT Analyses
Strength
Speak Up! Speak Out!

The Outlaw Brand defies the status quo and doesn’t apologize. They energize, take risks, and find ways to fix and make better. The Outlaw is willing to go there when others are not.

Liberation
Change
Righteousness
Revenge
Independence

S
Strength >
click to reveal
weakness
It’s all fun and games until someone loses an eye!

The Outlaw Brand has the ability to takes things too far, to offend and to be overly critical.  Rule-breaking may be an idea that rubs some people the wrong way.

Servitude
Conformity
Complacency
Acceptence
Dependence

W
Weakness >
click to reveal
opportunities
Life is Thrilling!

Provide the thrill, the risk, the adrenaline your clients are seeking. Be the catalyst for change by going out on a ledge. Be brave when others can’t. Do the undoable. Achieve the impossible!

O
Opportunity >
click to reveal
threats
WARNING!

Fight the Power!  The worst thing for an Outlaw brand is to feel powerless, constrained, and unable to evoke change.  Being "common" or "traditional" is worse than being "wrong."

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:

Identifying as an outsider and therefore pulling away from conventional society.

Level 2:

Engaging in shocking or disruptive behaviors.

Level 3:

Becoming a revolutionary.

Brand Example
All for Freedom. Freedom for all.
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

Is your team willing to bend/break the rules to get things done?

Q2

Do your customers feel energized and revved up?

Q3

Are your clients given a freedom they didn’t have before?

Q4

Do your customers value innovation and risks?

Q5

Are your products and services outside the box and challenge the status quo?

Q6

Do people buy your products and service because they are different than everything else?

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