STRATEGIC BRANDING
The Outlaw
Brand Archetype
This archetype positions itself as rebellious, unconventional, and outside of the norm. This archetype is often associated with brands that offer products or services that challenge established ideas or practices, or that allow people to break free from conventions and expectations.
Icon art by Chris-Kerr, The Noun Project
Rebellious | Wild | Paving the way for change | Free-spirited | Counter-cultural
Key Characteristics
Rebellion
Outlaw brands often emphasize their rebellious nature and their willingness to challenge established ideas or practices.
Unconventionality
Outlaw brands often position themselves as outside of the norm and may use unconventional tactics or approaches in their branding.
Individuality
Outlaw brands often emphasize the importance of individuality and may encourage their customers or clients to be themselves and reject societal expectations.
Freedom
Outlaw brands often emphasize the freedom and independence that their products or services provide, allowing their customers or clients to break free from constraints and explore new possibilities.
Risk-taking
Outlaw brands often encourage their customers or clients to take risks and embrace new and exciting experiences.
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
Denouncing the status quo or by disruption and shock.
Color
Palette: Bold, Edgy, Unconventional
Key Colors: Unexpected Pink, Yellow, or Black
Harley-Davidson | Virgin | Diesel
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.
