Does your business embrace the idea of new experiences and expanded horizons?
As a brand, is your business mantra, “Time to hit the open road”? Does it celebrate the urge to set out on a journey and make discoveries along the way? If those answers are yes, then your business, my independent friend, is an Explorer.
Qualities that Explorers share include pushing boundaries and nonconformity, and, understandably, they find that they resonate with more youthful target markets. Diving deeper, the Explorer archetype looks to learn about and discover itself just as much as it relishes external discoveries. This inner and outer exploration is all about finding and staying true to the authentic self, while still staying connected to the mainstream community.
Lonely Planet as the Explorer.
Lonely Planet, the travel guidebook and content publisher, may seem like an obvious choice, and for good reason. They say straight out that travel “helps us learn about ourselves and the world around us.” They are certainly the Explorer, celebrating not just travel itself, but the freedom it offers and the importance of cultivating experiences in which people can stretch and grow. In fact, they “believe travel can help foster the connection and understanding that makes meaningful moments possible.”
The road trip that inspired the Lonely Planet guidebooks…
The North Face as the Explorer.
On the surface, The North Face sells activity apparel, footwear and accessories. Look deeper, and this Explorer brand is all about how the “path of discovery is also a path of progression. To see the world beyond the map and reimagine what each one of us can accomplish.”
Their brand is about the pursuit and the discovery, and their products are the means to get there. For example, to sell running gear, they say, “Reconnect with the ‘why’ within your run…” That’s Explorer talk right there.
They also claim the hashtag #NeverStopExploring. And they have a program called The Explore Fund that brings together nonprofits and communities to increase access to the outdoors and celebrate the benefits of exploring.
Keep reading about the family members of the Explorer family archetypes: Adventurer, Generalist, Pioneer and Seeker.
By looking at the specific differences and nuances in archetype groups that seem close in nature, you’re able to really drill down and discover the bone-deep truth of your brand. AND how to use that knowledge to develop crystal-clear messaging.
Ready to explore your brand archetypes and understand how to use them to build your business?
Red Chalk would love to chat! Schedule a consultation and let’s put the power of brand archetypes to work creating a desirable brand.
If you want to explore the world of archetypes and how they are used in brand management, we highly recommend the book Archetypes in Branding: A Toolkit for Creatives and Strategists, written by Margaret Hartwell and Joshua C. Chen.