Is Explorer your brand's *irresistible* personality?

Explorer Brand Archetype is all about finding yourself, exploring and seeking.

“To be fearless in the pursuit of what sets your soul on fire.”

Jennifer Lee

Restless, always searching, exploring, trying to find themselves.

The Explorer never stops searching. Whether they are searching for themselves or for new challenges, activities or experiences, they are always on the run.

If your brand is the Explorer, you help your customers go on a journey: to find themselves, a new place or experience.


Explorers hate stability, which is boring for them. They are restless types always searching, always exploring, always trying new things. They need to feel free and this freedom is something they are always drawn to.

The Summary

Motto: Follow your own path. 

Basic desire: To discover: themselves and the world.

Goal & objective: To search for new opportunities, experienced and places.

Fear: Being locked down in a box, losing freedom.

Strategy: Always being on the lookout for new things to explore.

Weakness:  Wandering aimlessly, being lonely, an outcast.

Talent: Flexibility, curiosity, autonomy, ambition, individualism.

The call: Restlessness, boredom, a deep desire to find themselves or explore the world.

Your customers need: To have a chance to feel free, explore and try new things.


Your ideal customer

Trying to find their place in the world can manifest in many ways: exploring new hairstyles, playing with makeup or fashion or traveling the world. Your ideal clients are restless, hate boredom and don’t feel whole yet, so they are searching for ways to feel whole. They enjoy being outdoors, traveling and exploring for the sake of trying new things and finding new experiences.


Connect with your audience

Evoke their feelings of restlessness and show them how they can explore using your brand. Whether it’s by trying new things with makeup (and your products), hairstyle, or fashion, remind them of the fact that they are still searching and there are still plenty of things to explore. Don’t ever be boring, but don’t force them to do anything either. High-pressure marketing tactics won’t work on them – they hate being forced to do anything and would respond much better to curious new solutions or things they never tried before.


What your brand experience should be?

Create a brand experience that promotes exploration, fun and trying new things. Evoke curiosity, inspire and show them what’s possible.


Brands and people within the Explorer archetype


The Body Shop, Starbucks, Jeep, Amazon, Virgin, Timberland


Indiana Jones, David Attenborough,



Does this describe your brand?


  1. Mal

    really helped me a lot

    • Alex

      I’m happy to hear this Mal!

Submit a Comment

Your email address will not be published.

Brand archetype quiz

Join thousands who discovered their Brand Archetype and were *shocked* by their results.

other archetypes



Idealists and dreamers always looking for ways to be happy and spread happiness. They are seeking simplicity, honesty and being able to be themselves.



Sensual, passionate and vulnerable.The Lover wants a true connection not only with their lover but their family and friends.



The Hero is disciplined, driven, very competitive. Strong both physically and mentally, they do not shy away from challenges that lay ahead.

Girl Next Door

Girl Next Door

If your brand strives to belong, being a part of the community and create a connection with others like Jenna Kutcher, GAP or IKEA this is your archetype.



Deeply loving and compassionate. Often forget about themselves, feeling neglected and out of their power. They are very inclusive, approachable, protective.



They’re called to stop to the chaos around them, take control of their lives. As a Leader brand, you help people use their authority to influence change.



Hedonist, careless, cheerful, unpredictable. The Joker is all about playing around, disrupting the order, making fun and not taking things too seriously.



The Rebel is all about destroying what’s not working and doing things their own way, often shocking others in the process.



They spend their whole time searching for the truth, learning and digging deep into the things they care about. It’s not about education, but wisdom.



The Magician is all about change, transformation, and metamorphosis. They find ways to create something that is truly magical, leaving you mesmerized.



The Creator is all about expressing themselves and bringing their vision to reality. They love creating something that did not exist before and get great satisfaction from both the process as well as the outcome. They want to leave a legacy, create something of lasting value.

Pin It on Pinterest

Share This