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The Explorer

You only get one life, make it count!

This archetype is thirsty for connecting with nature and for discovery. The Explorer may also be known as the rebel, individualist, wanderer, adventurer, or seeker. A rugged environment is where they feel the most at home. They do not like being fenced in and frequently feel constrained by modern life. Harrison Ford in the movie Indiana Jones is a great example of a true Explorer.

  • The core desire of the Explorer is to explore the world to discover who they truly are.
  • They are afraid of not living fully, inner emptiness, conforming and getting trapped

The Explorer archetype in branding is best used for:

  • Adventure Travel
  • Outdoor Equipment
  • Car (SUV)

In order to resonate with Explorers, brands may acknowledge the confinements of modern society or celebrate the journey. These adventurous emotions can be evoked by brands that communicate with a daring, fearless, or exciting voice. The Explorer archetype is used by such famous brands as:

  • The North Face
  • Patagonia
  • Jeep

These brands all celebrate the outdoors and work to evoke adventurous desires from their audiences. It includes all outdoor activities like cave diving, rock climbing, whitewater rafting, fishing, and camping. The unknown is promoted as the land of the free, and challenging people to explore this with your brand.

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