The Explorer brand archetype for coaches and creatives

The Explorer Archetype

People with strong Explorer archetypes are on a journey of self-discovery. They feel the urge to explore new places and get into nature, in an attempt to find their authentic selves. That way, they can lead a more fulfilling, truer life.

The Explorer Archetype Vibe:

Curious, enthusiastic, adventurous.

The Explorer Archetype Purpose:

To live a fulfilling and authentic life.

Emotions Evoked:

A sense of freedom and possibility.

The Explorer Archetype Strengths:

Autonomy, ambition, being true to one’s soul.

Be Careful With:

Aimless wandering, not really fitting in anywhere.

The Explorer Archetype Likes:

  • Freedom
  • Adventure
  • Independence
  • To experience new things and stay off the grid
  • Sports – not necessarily for competitive reasons. Instead, they favor individual sports like hiking, biking, skiing. Activities that get them out in nature and allow them to clear their heads
  • All that is exotic and foreign.

The Explorer Archetype Dislikes:

  • To be caged in
  • The “Establishment”
  • Rules
  • Conformity
  • Stagnation
  • Limitations
  • Being tied down (with mortgages for example)

The Explorer Brand Archetype Colors:

Explorer brands are frequently connected to nature, and their colors in shades of green represent that. But, don’t go crazy over using exactly the same colors all the time, because variation is a key element for the Explorer.

The Explorer Archetype Examples

The North Face is a classical Explorer brand archetype.

Check out this video:

Starbucks is another iconic Explorer brand. It emphasizes its focus on nature and exotic origins by donating to environmental causes in different countries. Each customer can express their uniqueness with their hyper-personalized choice of blend, size and type of milk. Also, you can satisfy “every version of yourself” with all their drink options:

Elizabeth Gilbert is a true Explorer, as can be seen in her book Eat Pray Love. The book was later made a movie (see the trailer below). She rejects a comfortable, cushy life because she feels caged in, and goes on travels to discover her true self.

How to Express Your Explorer Brand Archetype

Explorers love wide-open spaces that represent freedom and possibility. Also, make sure to document all your travels and places you discover, which are fascinating to Explorers.

Empathize with the Explorer’s internal world – they sometimes feel trapped by their life. They yearn for more excitement and adventure. It’s always a good idea to focus on authenticity and freedom.

Want to know more?

Like what you’re reading? Click here if you want to explore the other 11 brand archetypes.

Also, if you want to explore your archetype more in-depth and learn how to express it in your brand, book a Brand-In with me. For 2 hours, we’ll look at you, your business, and where you want to go. After, I’ll send you a plan with your biggest brand opportunities, and next steps to implement them.


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hey coaches and creatives!

Hi! I'm Amalia.
Brand strategist, designer & bookworm.

I’m on a mission to help coaches & creatives have a high-level, clean brand that truly reflects their amazing services. That fills them and their clients with excitement.

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