What is your brand personality?
Because archetypes speak in the language of our mind itself, archetypes are the most efficient “language” to use when building the foundation for a strong brand. Brand archetypes go beyond merely stating product features and benefits to connect with the customer in a deep and profoundly meaningful way.
Searcher, seeker, adventurous, restless, desire excitement, independent, self-directed, self-sufficient, value freedom
Motto: Don’t fence me in.
Driving desire: the freedom to find out who you are through exploring the world
Goal: to experience a better, more authentic, more fulfilling life
Biggest fear: getting trapped, conformity, and inner emptiness
Strategy: journey, seeking out and experiencing new things, escape from boredom
Weakness: aimless wandering, becoming a misfit
Talent: autonomy, ambition, being true to one’s soul
Also known as: seeker, iconoclast, wanderer, individualist, pilgrim
Explorer archetypes in the wild:
- helps people feel free, nonconformist or pioneering
- rugged and sturdy or for use in the great outdoors or in dangerous settings
- can be purchased from a catalog or on the Internet
- help people express their individuality
- can be purchased for consumption on the go
- differentiate from a successful regular guy/gal brand or conformist brand
- culture that creates new and exciting products or experiences
Archetype examples: Indiana Jones, Jeep, Marlboro