STRATEGIC BRANDING
The Explorer
Brand Archetype
This archetype positions itself as adventurous, curious, and independent. This archetype is often associated with brands that offer products or services that allow customers to experience new and exciting things, or that enable them to be self-sufficient and self-reliant.
Icon art by Vectors-Market, The Noun Project
Restless | Adventurous | Ambitious | Individualistic | Independent | Pioneering
Key Characteristics
Adventure
Explorer brands often emphasize their ability to offer new and exciting experiences to their customers or clients.
Curiosity
Explorer brands often encourage their customers or clients to be curious and open-minded, and to seek out new experiences and knowledge.
Independence
Explorer brands often position themselves as enabling their customers or clients to be self-sufficient and self-reliant, and to explore new paths and directions
Freedom
Explorer brands often emphasize the freedom and flexibility that their products or services provide, allowing their customers or clients to break free from constraints and explore new possibilities.
Exploration
Explorer brands often encourage their customers or clients to explore new horizons and to discover new things about themselves and the world around them.
Strategy
Use the following strategy in your marketing communications to connect with your target audience.
Suggested color guide for using color to communicate the brand‘s values and attributes.
Connection
Celebrate the journey or acknowledge confinements.
Color
Palette: Confident, Sporty, Modern
Key Colors: Red, Orange, or Green
Patagonia | Land Rover | North Face
Company Examples
Turn Your Brand Personality Into a Clear Identity
Archetypes are just the starting point.
This is where your full identity takes shape.
The Know Who You Are Workshop walks you through the full framework for defining your identity, values, traits, tone, and everything that shapes how your brand shows up.
