The Explorer Brand Archetype Revealed!
Feel free, explore and find yourself.
The explorer brand archetype is one of the 12 Jungian brand archetypes. How is it different from others. The core message of the archetype is the freedom to find out who you are with exploring the world.
What the brand promotes is to experience a more fulfilling life and encourages us to go on a journey, to find and experience new things in order to escape from boredom. The gifts of the brand personality are autonomy and ambition and it values freedom, individuality and spirituality.
Many products can claim the Explorer brand archetype as their personality.
Fast foods, coffee shops are famous Explorer brands.
Starbucks – The Legendary brand has the Explorer archetype, their logo, cups, philosophy shows us the power of the Explorer archetype. With the cup of Starbucks you feel so individual. Just take photos and share it on Social media platforms.
Sportswear.
The north face and Patagonia are examples.
Let’s guess what Patagonia encourages its customers to do. Yes! Exploring!! In their Twitter page, I found a bunch of photos of a people who explore in mountains, forests lakes and so with Patagonia clothes.
Do The Branding Of Your Products On Your Own With The Following Ebook. It Gives You The Following Solutions.
- Find out the archetype of your brand with a 12 question quiz.
- Create a slogan and brand messaging.
- Create the logo, packaging, store appearances.
Many kinds of Alcoholic Beverages.
Corona Extra, Jameson.
This following drinks contribute to overall individuality. With alcoholic drinks, people feel more independent and more true to their selves. For example Jameson has covered itself With Explorer identity to emphasize drinker’s individuality and uniqueness.
Exploring the website and apps like Amazon, Expedia.
Amazon gives us an opportunity to explore and find out preferred products. We look for reviews, then look for similar products. it is obvious that Amazon provides us complete opportunities to explore and find out our wished products.
Media channels, blogs.
Discovery channel is a cool example. A lot of TV series feature great discoveries. on the other case we see just someone exploring and finding out curious phenomena. Just take a look at the Twitter cover of Discovery.
Cars like Land Rover and Jeep.
Jeeps are the most famous off-road car, it goes to wilderness to find out the unknown. It is a little rude, but real jeep fans love the car because it emphasizes their individuality.
Furnishings
Sometimes people want to show their style, their point of view by furniture. These types of furniture are mainly wooden, freestyle ones. Similar to the style of inns or pubs, etc.
Clothing and Accessories.
Napapijri, Timberland.
The same story about individuality is repeated here. People like to have accessories that have messages of individuality, and that is totally unique. The examples are the old medieval style bracelets or a necklace from an interesting film.
The Explorer in action. 5 life steps of the Personality.
- At first, the explorer personality is alienated from the community. It is dissatisfied and bored.
- Finding and entering the open door, going into a big world and beginning the process fo exploration.
- It seeks individuality and at last, it is fulfilled.
- Expressing its uniqueness in many ways, a new kind of person.
- Eventually, it can be trapped because of the alienation and being far away from the real world.
The explorer identity is full of interesting brand stories that attract customers and engage them with the brand identity.
One of the best ways to entertain customers is stories about nature secrets, what is hidden under great oceans or in the highest mountain. Explorer speaks about hidden things and tries to reveal them. For example, Discovery channel is full of high mountains and deep forests and incredible secrets.
Quizzes! Are one of the common ways to engage people. A Quiz with yes or no answers or many optioned quizzes can give people new knowledge and wish of curving and exploring new ideas. (How many stars are there on the United State flag?). This is not a hard question but it makes you think and discover.
Climbing, fishing or trail running, surfing. If you think about these actions then you must also feel how they are connected to explorer archetype. Each of these actions requires being alone, finding yourself and going to new roads!
The story is about how I Went fishing in Alaska near the lake and I went there with my car Jeep.
Icons are another style component of Explorer brands. Old icons, Inka and Aztek icons. In real life Jeep or Amazon or The North face icons. People sometimes like to be in close relationships with Icons. Like necklaces, etc.
Volunteering is a massive way to emphasize explorer archetype. Going to a zoopark and feeding the animals, then raising funds. Another example is about saving a forest or some specific tribe of animals. The story can be about Jack Smith who took care of rabbits in the forest.
Another story version of Explorer archetype is design yourself products. For example, Amazon gives us an opportunity to design your room online, put a sofa, remove tables, etc.
Let’s use Explorer archetype practically.
Website examples!
Jameson website.
What we see here is a great picture of Jameson Whiskey with a glass. We also see a button written (surprise me). The button leads us to a page with a brand new cocktail and the recipe is shown below the cocktail page. The website shows that Explorer identity prefers great pictures on the front pages and interesting and surprising button which leads us to pages full of surprises.
Amazon website.
Amazon’s website’s first page is full of recommendations and pictures. It is like the jungle of Amazon. Here are a lot of things to look through. Like (If you don’t like this then look for this). If you entered the website it is not possible not to buy something eventually. They take care about all our intentions.
Now we are in the blog section of the Patagonia website.
Here we can easily share our story about worn-out clothes of Patagonia and reasons about wearing these kinds of clothing. In these 3 websites we saw that white color is dominating with some dark patterns. The orange color is in the Patagonia website, in the Jameson website we see the green color. Explorer identity is based on these colors and it always emphasizes individuality.
The Explorer brands’ presence on social media platforms
Corona-extra social media platform presence.
#thisisliving
The marketers of Corona-extra brand take us to beach exploration. What do we find there? Let’s take our surfboard and go to a wild beach where we feel the sea and nature. There we may find fishing nets that are abandoned. There is a huge rock, not everybody dares to jump. And this is what Corona calls Living!
Jeep social media presence.
Jeep is wild! It likes Jungles and a hard place to climb or going into the swamp. It likes safaris and great deserts. And do not regret to get lost to lose its way. Jeep is free and knows where it is going. In the other picture, a group of people is camping in a wild area. The Jeep car behind is looking and guarding them. Find your freedom and explore with Jeep!
The North Face
Prepare yourself, spend enough time on all kinds of preparation. Put every necessary thing in the bag and check everything. Take time and drink a little coffee with examining your exploring plan, read the latest New York Time magazine and just relax.
Then open the door and find your own journey, feel the freedom and get it with The North Face.
Every successful brand has implemented the strategy of 12 brand archetypes. We need to take just 8 steps for completing archetypal branding with the following book.
1. Find out your brand archetype.
2. Create a logo.
3. Do the packaging.
Now let’s think about a campaign, what type of messages can provide The Explorer. How to make deeper connections with people. Here are 3 examples.
Jeep example.
On the website of Jeep, we have an opportunity to build our wished car. It is very similar to the games we play. Adding a powerful engine might add 1000 dollars to the overall price. Or you juat want to change the color. Fortunately, this option is free. This campaign gives people a real opportunity to have their ideal car by paying a little extra! You can add features then show them to a friend. Like in a game!
Patagonia
Patagonia is for organic food as the brand has a culture associated with nature. Do not kill animals, eat healthy food.
People who like camping know exactly how to mix the plants and prepare tasty organic food, and so they give us some recipes and this is how they say (We eat and fill our stomachs and nourish our bodies. And what good food makes us spiritual and helps to understand the world better).
Jameson
Jameson suggests us to visit their distillery in order to come up with Jameson’s history and become a great fan of them. It is more than 200 years old and everything seems there very fresh. You have an excursion which costs 60 pounds but it is worth that because you get in touch with the real history of the Legendary drink. Everything just in one place! Taste, watch and explore. Explore Jameson!
And these are the Explorer fonts (Founders, Grotesque, Roves).
Explorer also has its colors. Here are they.
HERE ARE SOME REALLY INTERESTING TIPS FOR CREATING A GOOD SLOGAN BY ME
What Kind of people like The Explorer brand Personality? Of course, the ones that love exploring. And who are they? There are more than 20 Customer characters shown by Garrison Group.
Hedonists (age 18-30) are one of them.
Hedonists want to have fun every day and have as much enjoyment as possible. They are not shameful and are ready to try many things, hanging out, partying, going to clubs with great teams. And frequently inviting friends for a beer or just watching a football game.
They like changes, quickly change jobs, friends, and partners and they always discover new places like dance halls and new people.
What they like to do is being in tune with the latest fashion that gives them an opportunity to stand out in the crowd. Money is their real motivation to work. Hedonists are for traditional attitude, it means that the purpose of drinking is being drunk, women should stay at home or men do not cry and they are very away from the family.
Their leisure time is full of hanging outs in bars, cinemas or just playing video games for hours. They also like to play lotteries. Hedonists are mainly impulsive purchasers, and prefer quantity over quality, like brand labels as it improves their status.
Media is not in their interests and they are average magazine readers. Their preferred media channel is the Internet, and they interact with people a lot and likely to buy something on the web as it seems to them a great advantage.
The other segment who like Explorer brand identity is Sharers! (age 28-45).
Sharers are people who like to enjoy every moment of life. They always like new challenges and think about themselves as adventurous people. What brings joy to their life is regular shopping. Sharers think that money is the best measure of success.
They like to spend time in the kitchen, cook and have a leisure time with family, enjoy fixing the broken thing, spend a lot of time in the garden. Average book and magazine readers.
One of their favorite type of leisure activity is going fast food, cafes, discos or visiting operas or exhibitions. And they do not prefer to go on any holidays especially abroad.
They like quality products especially seeking to follow new trends, and shopping is the main fulfillment in their lives. Sharers like to read about celebrity or lifestyle topics or their other interests, gardening topics. They watch tv a lot, it is a real addition to their lifestyle. They use the internet a little and do not see the advantages of using the Internet!
Is Explorer your brand archetype?
There are 12 Brand archetypes and all of them have great power. Explorer seeks freedom but Sage seeks for the truth. Innocent like to be in paradise. How to define your brand personality? You can check the 12 personalities in The Social Grabber blog and reveal all of them. Give your brand a new life!
