ALSO KNOWN AS
Rebel, Maverick, Revolutionary, Gambler, Reformer, and Activist.
01
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).
02
They are good at the core but anger is part of their motivation, which can become the dominant force.
03
Without a fight, they are lost.
CHARACTER
Pirates of the Caribbean
STRENGTH / DRIVE
The Outlaw Brand defies the status quo and doesn’t apologize. They energize, take risks, and find ways to fix and make better. Sometimes the rules need to be bent or broken. The Outlaw is willing to go there when others are not.
Liberation
Change
Righteousness
Revenge
Independence
Opportunity
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!
WEAKNESS / FEAR
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
Threats
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."
DiffErent Levels
Each archetype can be expressed at varying levels. The lower levels are more primitive, while higher levels are more mature or 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.
BIG IDEA
Rules were made to be broken!
BRAND EXAMPLE
Harley Davidson
DOES IT APPLY TO YOUR BUSINESS?
Is your team willing to bend/break the rules to get things done?
Do your customers feel energized and revved up?
Are your clients given a freedom they didn’t have before?
Do your customers value innovation and risks?
Are your products and services outside the box and challenge the status quo?
Do people buy your products and service because they are different than everything else?
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