The Explorer Brand Archetype

May 25

Where I struggled with The Innocent, I breezed through The Explorer. So much so, that I could see it reflected so clearly and obviously in a brand I’m working with that I jumped the gun on using archetypes in my process.

In the same category as the The Innocent, The Explorer is also yearning for paradise. The difference is that instead of wanting to create this internal world of perfection, The Explorer is on a mission to find it. They see their internal desires and paradises reflected in the outside world. The Explorer is acted out in so many popular stories, as a tale of a great change, taking a chance, and getting out of their comfort zone to find something that fills their deepest desires. Off the bat, Eat, Pray, Love (Elizabeth Gilbert) and Wild (Cheryl Strayd) come to mind.

The book says it best: the core desire of The Explorer is “the freedom to find out who you are through exploring the world.” They fear confinement, stagnation, and being unfulfilled.

If you were to put the enneagram next to archetypes, I think Explorers would be Type Sevens, The Enthusiasts. As a rather aggressive Seven myself, I quickly understood the Explorer motivation.

Explorers are drawn to products and companies that position themselves and follow through with the promise of being companions for their adventures. Whether product or service, those brands support the spirit of exploring in the traditional sense of travel, as well as in the abstract sense of exploring the mind.

You’d find an Explorer brand promoting travel, wide open spaces, and freedom.

Outdoor brands are a obvious Explorers but they touch all industries - food and beverage, clothing, even children’s companies that promote the sense of exploration in their own way. The Hero and The Outlaw defines Starbucks as one of the leading Explorer brands, promoting individuality and exploration in everything from your coffee order to the name they write on your cup. Imported products also have an allure for the Explorer, giving a sense of another culture without actually traveling.

Personally, the strongest I can recall being personally influenced by an Explorer brand was when I was around 16. I saw an ad in a magazine for Palladium boots – it was just a picture of a woman wearing classic Palladium baggies, jean shorts, and a white t-shirt, standing in a big, deserted tunnel. I immediately wanted them. Looking back, I can now see the reason I was drawn to the brand. To me, it was so attractive to be the girl casually exploring a random tunnel, in half-hiking, half-hipster boots. She seemed like she gave no fucks. She was exploring the world on her own terms. And as a bonus, I’d never seen or heard of the brand. As a high-schooler, I was sold. And if I’m being painfully honest, I still have those boots and still love them.

After some digging, I’ve found Palladium still uses similar scenes in their advertising. Sure, the styles, locations, products, and models have changed - but the Explorer is alive and well.

Explorers are a great fit for new brands, because they’re early adopters. While they’re seeking to be individuals, they can be drawn to brands that appear to be a new frontier, maybe a little outside of the normal scene. Whether it’s a speakeasy or a dive bar, feeling like they’re in on something unique is important to them. Conforming isn’t what Explorers want; in fact, they seek the opposite.

Be mindful of what their interests are, though! Not every Explorer is into the same thing, of course.

Now for the goods! So, you think your brand might align primarily with The Explorer.

There are always exceptions but in a general sense, here are my recommendations.

Here’s what I’d do from a strategy perspective:

Find where in their explorer journey your customers are going to interact with your brand.
Be mindful of language. While Explorers share a general motivation, they’re not to be lumped into one category.
Focus on freedom and choice in your copy and product offerings.
Give them opportunities to explore within your brand. Whether its learning about your product or finding new things to do with it, explorers are drawn to novelty.
Use copy that feels motivating and inspiring.

And here’s what I’d do from a visual perspective:

Use outdoor imagery (if it makes sense).
Don’t be afraid of riskier layouts and design elements but be conscious of the specific vibe of your Explorers.
Choose colors that are either bold or natural feeling; nothing too bland.
Where you need images of people, lean on imagery that show an individual person.