The Outlaw 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, building a brand story is rarely a cut and dried process. There are nuances and traits that 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. Let’s take a look at the next Archetype in our series: The Outlaw.

The OUTLAW Brand Archetype


Rebellious, Shocking, Outrageous, Disruptive, Powerful, Counter-Cultural, Feared, Revolutionary, Liberated


The Outlaw isn’t afraid of radical ideas. They live to challenge the status quo, disrupt the norm, and live the kind of life most won’t dare to try. The Outlaw has the capacity to be key to social change. Outlaws are honest, loud and proud; sometimes brash. 




Risk & Mastery


Being Powerless


Rules are made to be broken.


The Outlaw lives to break down barriers and nothing will stand in their way. Outlaws tend to be found in the extremes on the good or bad end of the spectrum, so they’re often combined with other Archetypes to soften their often rough edges.


Harley Davidson, Netflix, E-Trade, Virgin, MTV


Do You Identify with the Outlaw 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!