Brand Archetype
The Outlaw

The outlaw is the cool and endearing archetype character. Whether its using swear words on social media or publishing a risky advertisement, the outlaw doesn’t adhere to social norms. In fact, it lives for shock and awe. Being an outlaw is a fine line to walk. You’re likely going to offend somebody with this archetype – just make sure it’s not your target audience that’s feeling the burn.

The Outlaw brand archetype customers are risk takers. They like to experience the uncommon, thrilling or even a little bit dangerous. 

The Magician brand archetype brings our wildest dreams to life. Most importantly they are interested in new products, ways and solutions not yet imagined. The Magician is idea-driven, thrives on vision and intuition. Magicians seem to make innovation look almost magical.

Magician brands customers are in awe. Certainly mesmerised by the possibilities and promises. Customer are fascinated by the story, following the brand and coming back for more. They want to see the magic happen. 

The Hero Archetype is all about rising to the challenge. This archetype seeks to protect and inspire others. Whether on the battleground, ball field, or political stage, the Hero is determined to leave a mark on the world. 

Heroes inspire us to be bigger, braver, and stronger. Customers like to be shown that faith is in their hands. Therefore hero brands drives customers to be better. The customer experience is encouraging and result-oriented. In the end, they feel proud of themselves.