The Explorer

Don’t fence me in.

Based on your answers, the Archetype your brand most closely aligns with is The Explorer  - also known as the seeker, adventurer, iconoclast, wanderer, individualist, pilgrim, quester, antihero, or rebel.  

About The Explorer

The Explorer is gifted with autonomy, ambition and the ability to be true to one’s own soul.

They help their customers to journey, seek out and experience new things, escape from entrapment and boredom in order to experience a better, more authentic, more fulfilling life.

The worst outcome for The Explorer's customer is to get trapped, conform, or experience inner emptiness or nonbeing. The Explorer will do everything they can to help their customer avoid this.

The Explorer is not without fault, being prone to aimless wandering, becoming a misfit or being so alienated, that can’t find any way to fit in.

Ideal Customer Avatars Of The Explorer

Customers who seek out The Explorer typically experience alienation, dissatisfaction, restlessness, yearning, boredom and want to to experience a better, more authentic, more fulfilling life, although they may not have realised it yet. This presents an opportunity for The Explorer to seed the idea or demonstrate the possibilities.

There are typically 3 levels of fulfilment that The Explorer's ideal customer is seeking, and it's important to identify who you are speaking to before seeking them out - and to tailor your message accordingly. 

  1. Hitting the open road, going out into nature, exploring the world
  2. Seeking your own individuality, to individuate, to become fulfilled
  3. Expressing individuality and uniqueness

Brands that suit this archetype

  • Your product helps people feel free, is nonconformist, or is pioneering in some way
  • Your product is rugged and sturdy or is appropriate for use in nature, on the road, or in dangerous settings or occupations
  • Your product can be purchased from a catalogue, the Internet, or another alternative source
  • Your product helps people express their individuality (e.g., fashion, furnishings)
  • Your product can be purchased and consumed “on the go”
  • You seek to differentiate your brand from a successful Everyperson or other more conformist brand
  • Your organisation has an Explorer culture.

Words to describe this archetype

The Explorer