Introducing The Rebel Brand Archetype
Dangerous and wild, the Rebel brand archetype is an untamed spirit with the sole purpose of provocation and daringness. This archetype is one out of 12 brand archetypes that we will be discussing.
| Core Desire | Revolution |
|---|---|
| Talent | Radical thought, boldness |
| Motivation | Mastery |
| Fear | Inconsequential, powerlessness |
| Weakness | Leaning towards criminality or sociopathy |
The Rebel, also known as the Outlaw or the Maverick, is an archetype that provokes societal norms and defy what is common. They express themselves through counter-culture and taboos, defining their individuality through radical ideas. They love to be different and by nature, fearless.
They can be seen as rude and inappropriate but in some ways, the Rebel brand archetype can be manifested in forms of provoking progressive thoughts such as economic equality and civil rights.
Quentin Tarantino, for example, has been known to direct and produce films that shock the audience with controversial violence and offensive languages. That doesn’t stop him from creating blockbusters with multiple awards and even its own cult following. His movies appeal to the dark, wild side of the audience while retaining a substantial plot and memorable movie quotes.
Another celebrity known for direct, vulgar language is Gordon Ramsay. As a celebrity chef, he is famous for treating contestants and his very own staff with snappy insults that are offensive and sometimes humorous. He even went to tell customers off in his restaurant in some cases. Still, his brand of restaurant and bar chains went on to win awards and prestige unlike any other restaurants can.
How to know if you are a Rebel brand?
It is common for Rebel brand archetypes to be outrageous, rude and provocative. In apparel and clothing, the Rebel can be seen wearing denim or leather, often with strong languages written. In other industries, Rebel brand archetypes are unique and observably different than their counterparts.
Rebel brands are always defying the usual way of doing things, sometimes for the fun of it, and to show other competitors and their audience that they are rebellious, different and not afraid of the consequences. They help customer feel disenfranchised from society.
Your brand could be a Rebel is you want to shake things up and be aggressively different. Rebels are also marketed with shock value, something the audience will notice and remember.
To know more about the Rebel brand archetype, read The CEO’s Strategy Playbook: The Brand Building Playbook for Business Leaders. Download it free for a limited time and get your own do-it-yourself brand strategy worksheet!
