Explorer Brand Archetype
Are you inspired by adventure and exploring the world?
Then you might be the Explorer Brand Archetype. The Explorer is enthralled by the world around them. They love being independent and ambitious. They can also be called the Adventurer, Pioneer, or the Seeker.
Explorers value their autonomy. They love the feeling of freedom and they want to make others feel that freedom as well. An Explorer will seek out newness and push their boundaries. They enjoy unexpected discoveries and aren’t afraid to go wandering in search of adventure. The Explorer has a “no limit” philosophy; they believe anything is possible. They can never stand still and hate being confined. Fittingly, their motto is “don’t fence me in.” Explorer consumers love this, as it motivates them to push themselves outside their boundaries, as well.
The Explorer lives an authentic lifestyle and wants to inspire others to live a fulfilling life, too. This translates well with their customer base; explorer brands tap into their consumers desire to travel and discover new places, people, and worlds. They love their freedom and are always looking for pathways to self-fulfillment, although they are rarely fully satisfied with where they are, constantly seeking the next great adventure. Explorers often ask “Why am I here?” and “What is my purpose?” These kinds of questions keep them constantly evolving and working for personal growth.
As motivated and ambitious as the Explorer is, they still have vulnerabilities. The Explorer fears getting trapped. Halted by something, whether physically, mentally, or spiritually, would present a huge challenge for the Explorer to overcome. Given they love to travel off the beaten path, they need to be mindful to not mindlessly wander. An unfocused Explorer could end up wasting time.
Brands that fall within the Explorer Archetype value originality. They encourage employees and customers to reach for their own goals in a way that works best for them. Let’s look at some Explorer brands.
The North Face is a great example of the Explorer brand and naturally one that instantly connects. The North Face is completely focused on the outdoors, exploring and adventuring. Most associate the company with gear and apparel that helps you properly prepare for and conquer the outdoors. Whether it's winter coats or hiking boots, the North Face has you covered on adventure. Their mantra is never stop exploring. They call exploration “our oxygen”. They see the “path of discovery as a path of progression”. The word explorer is all over the North Face’s brand, website, and marketing. They strive to help their customers see the world around them. They are helping customers to go on a journey - of the outdoors and of personal discovery. North Face gets customers outside of their comfort zone. There is freedom and excitement that comes with exploration. This also goes back to the Explorer nature of “What is my purpose?” The North Face pushes the limits of innovation and design so that their customers can push their limits outdoors.
Another Explorer Brand is Starbucks. Okay this one might not be as obvious. Really Starbucks is an Explorer? While they aren’t getting their customers out hiking like North Face, Starbucks embodies many qualities of the Explorer. Starbucks works to differentiate themselves from their competition. They focus on individualization. When you go to Starbucks, you can customize your drink any way you like. They give customers autonomy when it comes to their offerings. Customers can also buy Starbucks products to make their coffee right in their home. To the explorer, this gives the consumer freedom to have coffee where they want it, when they want it, and how they want it. They also individualize the drinks by writing the customers names on the cup. Starbucks makes customers feel individualized and valued, which builds loyalty. Starbucks is also always looking to push the boundaries. They embody that “no limit” philosophy. The company is innovative with their flavors and marketing. Starbucks forges its own path when it comes to coffee and are never comfortable with where they are. So while Starbucks doesn’t immediately scream Explorer, they have very strong Explorer attributes.
To activate your Explorer archetype, leverage the tips below.
Grab customer’s attention! Because Explorer customers can get easily bored, it is important to use stimuli to grab their interest.
This attention-grabbing stimuli can be questionable (but exciting!) campaigns, programs, and initiatives. Push the boundaries.
Explorer customers dislike being confined to a safe and stable environment for too long.
Brands tapping into this mindset should enable these customers to go out and explore the outside world and change their surroundings.
Lean into your ambition Explorer and go land those dreamy clients. They will fall in love with your motivation and pursuit of a fulfilling lifestyle.
Are you an Explorer Brand Archetype? Read about color palettes and font pairings for the Explorer, or curate a mood board from some of our favorite Explorer Inspiration images on Pinterest.
