the EXPLORER BRAND ARCHETYPEAug 10, 2022
Also known as: Seeker, Wanderer, Individualist, Adventurer, Pioneer, Trailblazer
The Explorer is driven by a desire to feel free and discover personal authenticity by exploring the world. They seek to meet this need by seeking novelty, adventure and cultivating self-reliance.
Explorer Brands provide customers a sense of personal independence by offering rugged, sturdy and reliable products/services that prepare and support pioneering adventure. Common industries include Outdoor/Adventure Sports & Gear, Travel, Auto, Energy Drinks/Power Supplements & Scientific/Space Exploration.
EXPLORER BRAND CLIENT PSYCHOLOGY:
Desire: To be free, to discover who truly you are by exploring the world, to find a better life or way.
Motivation/Goal: To live an authentic life.
Motto: “Don’t fence me in.”
Biggest Fear: To be trapped, to feel unfulfilled, to end up alone.
Strategy: Seek out novelty through worldly adventure. Develop self-reliance through novel experience.
Weakness: Aimless Wandering, Hedonism, Self-Experience Consumerism, “Peter Pan” Syndrome.
Strengths: Autonomy, Ambition, Fearlessness, Authenticity.
SHADOW QUALITIES: Self-Centeredness
PRONE TO ADDICTION: Independence/perfection
EXPLORER BRAND INDUSTRIES:
Extreme Sports, Outdoor/Adventure Gear, Travel, Automotive (SUV/Off-Road), Energy Drinks/Power Supplements, Science & Space Exploration
EXPLORER BRAND PROMISE:
- Are rugged and sturdy, often centered in outdoor recreation/adventure pursuits.
- Empower customers to feel free, self-reliant and independent, living life on their own terms, pioneering.
- Purchased via catalog, internet, or consumption on-the-go
- Differentiate themselves from “Everyperson” brands by helping people express their individuality.
Adventurous, “My only limits are those I create for myself”
Stands out against “everyday”/commodity/non-utilitarian brands.
EXPLORER BRAND EXAMPLES:
CORPORATE/POPULAR: JEEP, Patagonia, TUMI, The North Face, Arcteryx, GoPro, RedBull, REI, NASA, National Geographic, Amazon.com
MYTHOLOGICAL: Icarus [Greek], Pegasus [Greek], Lucifer [Christianity], King Arthur and the Knights of the Round Table, Indiana Jones, Daenerys [GOT], Santiago [The Alchemist], Huckleberry Finn, Captain Kirk [Star Trek], Hans Solo [Star Wars]
PERSONAL BRANDS: Amelia Earhart, Bear Grylls, John F. Kennedy, Cheryl Strayed [Wild], Christopher Johnson McCandless [Into the Wild], Howard Hughes
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