The Outlaw

The outlaw archetype also known as the Rebel represents an independent spirit. Outlaws challenge societal norms, rules, and authority.

Dare to be different
man in cowboy hat with a gun holster representing the Outlaw Archetype

The Outlaw

The outlaw archetype also known as the Rebel represents an independent spirit. Outlaws challenge societal norms, rules, and authority.

Dare to be different
man in cowboy hat with a gun holster representing the Outlaw Archetype

About Archetypes

Brand archetypes are important in marketing and branding because they provide a framework for creating a distinct and compelling brand identity. They tap into universal patterns and symbols deeply rooted in human psychology, making them attractive to our character traits and sensibilities. Here’s why brand archetypes are significant and appealing:

1. Emotional resonance:

Brand archetypes evoke specific emotions and associations that resonate with consumers. By aligning a brand with a particular archetype, it can tap into deep-seated desires, aspirations, and values within individuals. This emotional connection fosters brand loyalty and affinity.

2. Clarity and consistency

Archetypes help define and guide the brand’s voice, personality, and visual identity. They provide a consistent framework for communication, ensuring that the brand’s messaging and imagery are cohesive and easily recognizable. This consistency fosters trust and builds a stronger brand presence.

3. Storytelling and narrative

Archetypes provide a narrative structure that helps brands tell a compelling story. They allow brands to position themselves as relatable characters with distinct traits and values, making it easier for consumers to engage with and understand the brand’s purpose, mission, and offerings.

4. Differentiation

In a crowded marketplace, brand archetypes offer a way for brands to differentiate themselves from competitors. By embodying a unique archetype, a brand can stand out and appeal to specific consumer segments who relate to that archetype’s traits and values.

5. Cultural and
historical significance

Many archetypes draw inspiration from cultural and historical references, such as mythological figures or archetypal characters found in literature and folklore. These references tap into our collective consciousness, making them familiar and appealing to consumers. They also add depth and richness to the brand’s story.

6. Personal identification

Brand archetypes can trigger personal identification within individuals. People often associate themselves with certain archetypes, seeing them as reflections of their own values, desires, and aspirations. When a brand aligns with an individual’s self-perception, it becomes attractive and relatable, leading to stronger
brand enthusiasm.

The 12 Brand Archetypes

Sage

Explorer

Hero

Regular guy/girl

Caregiver

Jester

Innocent

Outlaw

Magician

Creator Archetype Icon

Creator

Ruler Archetype Icon

Ruler

Lover Archetype Icon

Lover

For each narrative, the website design can incorporate elements that reflect the brand's archetype and story.

  • Visuals and Imagery: Use imagery that resonates with the archetype's qualities and the narrative's journey. For example, explorers might feature open landscapes, while heroes might use bold and powerful imagery.
  • Tone and Language: The copy should reflect the voice of the archetype and the narrative's stages. A Jester might use playful and witty language, whereas a Sage would use insightful and thoughtful prose.
  • User Journey: Design the website's user journey to mirror the narrative structure. For a Rags to Riches story, you could guide users from understanding the problem (rags) to discovering your solution (riches).
  • Interactivity and Engagement: Use interactive elements to involve the user in the story. For instance, an Explorer brand could include interactive maps or exploration games.
  • Testimonials and Case Studies: Share customer stories that align with your narrative and archetype. For a Caregiver brand, testimonials could focus on how the brand supported or nurtured the customer.

By thoughtfully integrating brand archetypes with storytelling formulas, websites can draw in the audience, keeping them on the edge of their seats.

The 12 Brand Archetypes

Sage

Explorer

Hero

Regular guy/girl

Caregiver

Jester

Innocent

Outlaw

Magician

Creator

Ruler

Lover

For each narrative, the website design can incorporate elements that reflect the brand's archetype and story.

  • Visuals and Imagery: Use imagery that resonates with the archetype's qualities and the narrative's journey. For example, explorers might feature open landscapes, while heroes might use bold and powerful imagery.
  • Tone and Language: The copy should reflect the voice of the archetype and the narrative's stages. A Jester might use playful and witty language, whereas a Sage would use insightful and thoughtful prose.
  • User Journey: Design the website's user journey to mirror the narrative structure. For a Rags to Riches story, you could guide users from understanding the problem (rags) to discovering your solution (riches).
  • Interactivity and Engagement: Use interactive elements to involve the user in the story. For instance, an Explorer brand could include interactive maps or exploration games.
  • Testimonials and Case Studies: Share customer stories that align with your narrative and archetype. For a Caregiver brand, testimonials could focus on how the brand supported or nurtured the customer.

By thoughtfully integrating brand archetypes with storytelling formulas, websites can draw in the audience, keeping them on the edge of their seats.

What is the Outlaw Archetype?

Outlaws often advocate for change and freedom. They represent a sense of individualism, defiance, and willingness to pursue their values and ideals.

Core Characteristics:

They can be seen as pushing boundaries and inspiring others to question both sides. Represents rebellion, independence, and nonconformity. Brands that embody the outlaw archetype often position themselves as edgy, bold, and unconventional. The appeal to individuals who seek to express their uniqueness, challenge traditional thinking, and carve their path. Some benefits of this archetype include promoting individuality, standing up for justice, empowering others, and honesty.

The “Outlaw” as the Guide

Inspires Rebellion and Disruption:
Motivating clients to challenge and redefine norms.

Cultivates Freedom and Liberation:
Encouraging the pursuit of individuality and self-direction.

Fosters Innovation and Nonconformity:
Promoting creative and unconventional approaches.

Builds Trust Through Boldness:
Establishing credibility with a daring and authentic stance.

Encourages Unconventional Problem-Solving:
Advocating for novel and radical solutions.

Enhances Empowerment through Autonomy:
Empowering clients to embrace their unique identity and authority.

Promotes Change and Revolution:
Supporting transformative actions to revolutionize the current landscape.

Font list for the outlaw archetype
Color scheme for the outlaw archetype

Download Our Brand Archetype Guide

Mock up of the JamboJon Digital Brand and Archetype book

Understand each of the brand and narative archetypes In this free download. Learn the language, formulas, color schemes and adventure that can tell your story and create raving fans!

Find the Download Here

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