The Explorer Brand Archetype

What are brand archetypes? We’re so glad you asked! Building a brand story that sticks with your target audience is easier said than done. In order to learn how to use brand archetypes to create an authentic brand that resonates with your customers, you first need to understand how archetypes work.

Brand Archetypes Explained

First, each of the twelve brand archetypes’ meanings and traits forms a very distinct personality style. Some people and brands have a clear-cut archetype and rarely stray from it, making them predictable and consistent in messaging and style. However, brand building is rarely a cut-and-dried process. Some nuances and traits cross over from one archetype to another – just like people. That’s where the Serendipit magic happens. 

Just like people, most brands are complex beings that can’t be categorized by ticking a single identifier box unless it’s labeled “It’s complicated.” That’s why many of the brands we develop are so often a custom mix of 2-3 primary archetypes. Our highly-experienced brand development team carefully selects traits from each primary archetype chosen during our proprietary Brand Workshops, then seamlessly blends them together to form a unique personality and archetype that fits the aspirational vision of the brand. We call it the Serendipit “secret sauce” – no generic ketchup or mayo involved. We create just the right amount of spice blends to flavor each custom mix.

In December, we explored the brand archetype process used by Serendipit’s team of brand development strategists, designers and specialists, along with characteristics of The Caregiver archetype. Next, we’ll take a look at the Explorer brand archetype and the different elements that form this exciting archetype.

Explorer Traits

Searcher, Desires Excitement, Seeker, Adventurous, Independent, Self-Directed, Self-Sufficient, Restless, Values Freedom

The Explorer Persona

An individualist, The Explorer is constantly seeking to discover, explore and be themselves. They yearn for freedom, to be who they want to be without boundaries. Through exploring and learning from the world around it, The Explorer strives to answer the big life questions such as “Why am I here?” and “What is my purpose?” Focused on self-discovery and self-sufficiency by being curious, adventurous, and intrepid.

DESIRE: Freedom

MOTIVATION: Independence & Fulfillment

FEAR: Entrapment

MANTRA: Don’t fence me in.

Explorers In The Wild

Brands that encourage freedom, exploration, discovery, individuality and a ‘No Limits’ philosophy are EXPLORER dominant archetypes.

Explorer Brand Archetype Examples

Patagonia, NASA, National Geographic, Jeep, REI, Red Bull


Explorer archetypes are also embodied in such familiar characters as Indiana Jones (Raiders of the Lost Ark), Captain James T. Kirk (Star Trek), Amelia Earhart (American icon) and other trailblazers. Next month, we’ll take a look at The Creator.

Do You Identify with The Explorer Brand Archetype?

Unsure where to start your brand-building process or which archetype best suits your brand? Let our brand development experts at Serendipit help you out. Get in touch today, and we’ll help you find your brand identity! We know how to build a strong brand – just take a look for yourself!