|Core Desire||To experience freedom for self-discovery|
|Talent||Autonomy, being true to oneself|
|Fear||Being trapped, conformity|
The Explorer brand archetype cannot stay still and need to move or they will feel trapped. They value autonomy and individualism and encourage self-discovery through traveling or doing something new. The Explorer is daring, but not to win or prove its worth like a Hero would. Instead, this archetype dares itself just for the feel of it, and to quench its unending wanderlust.
Athletic brands can have an Explorer brand archetype as a dominant or sub-archetype. Apparel companies such as Patagonia and Camel Active both shows a dominant Explorer brand archetype. Their main products are made from tough and durable materials, catered for outdoor activities.
Another great example of a brand with a dominant Explorer brand archetype would be Space X, the space exploration company founded by Elon Musk.
Lastly, Louis Vuitton is a subtle example of an Explorer brand archetype. As a luxury fashion label, they could be classified as the Ruler, but they stands out from their counterparts such as Gucci and Michael Kors by being the Explorer.
Originally a luggage and suitcase maker, LV had expanded to high-end fashion accessories. They remain making quality luggages, often advertising them outdoors in exotic places or unique terrains such as desserts, lakes, old ruins and historic cities.
How to know if you are an Explorer Brand?
Explorer brand archetypes wants their audience to live in the now. They promote resourcefulness, open-mindedness and ability to be self-sufficient and independent. Explorer consumers wants a meaning in their life, and their age differs from hipster teens, fresh graduates looking for a path to professionals surviving midlife crisis.
So, you can be an Explorer brand if you provide ways and tools for consumers to explore. You create products that help them fulfill their need for freedom and autonomy and you push the idea that the meaning of life lies somewhere out there. You may produce outdoor products or you may be a service provider that constantly work to find new ways to do things or serve your customers.
To know more about the Explorer brand archetype, read our guidebook The CEO’s Strategy Playbook: The Brand Building Playbook for Business Leaders, which you download today and get your own do-it-yourself brand strategy worksheet!