Brand Archetypes Explained: The Outlaw
Have you ever watched an ad and felt an innate trust in the source? Have you ever felt like a brand was speaking to you? If so, you probably share the same archetype. As we mentioned in our past blog post, "The Psychology of Branding," archetypes are unconscious characteristics and traits, such as ideas, thought patterns, or images present in individuals' psyches. The most successful brands adopt the archetype with the core audience's features, allowing each brand to create loyal followers by connecting on a subconscious, emotional level. For the Outlaw brand archetype, companies that connect with their audiences share their desires to push boundaries, disrupt, and shock. In their pursuit of being revolutionary, they challenge convention. Below, we break down all the traits that make up this archetype, and share some examples you may recognize!
Watch for more posts from our blog series, Brand Archetypes Explained, where we will continue to explore each of the 12 characteristics so that you can better determine what may be the right fit for your business. You can also see our previous posts on The Innocent, The Sage, and The Explorer Archetypes.
The Outlaw
Think of a rebel or a maverick. Brands under this archetype seek freedom from establishment and provide an alternative to the mainstream.
Characteristics:
Rebellious
Unconventional
Revolutionary
Disobedient
Desire/Goal:
To challenge what is not working and liberate others from conventional ways.
Things to Consider:
Outlaw brands can be so focused on being radical and pushing boundaries that they take things too far and become offensive.
Complementary Colors:
Red: Excitement and danger
Black: Serious and bold
Orange: Adventure and excitement
Wondering how to capitalize on your archetype? Send us an email! Our marketing and design services can help enhance your branding and expand your reach.
