Also known as the seeker, pilgrim, adventurer, and pioneer, the Explorer is a character that you’ll find at the top of a mountain or at the edge of a cliff.
We will begin by identifying and describing the Explorer, followed by some examples, and we will then conclude by finding out if your brand belongs to the Explorer brand archetype or not.
What Is the Explorer Brand Archetype?
Explorers are brave, ambitious, daring, independent, and above all, free. They are fueled by adventure and want to break free from the confines of their mundane everyday life by exploring the world.
They yearn for freedom and want to be free to be themselves without boundaries, and their biggest fear is feeling trapped. Their goal to experience a more fulfilling, and authentic life is something that challenges and excites them. To stop themselves from getting bored or alienated, Explorers like to get into nature, hit the road, and explore exotic places.
This archetype stems from a need to be individualistic and strives to answer the big life questions like ‘What am I here for?’ ‘Why am I here?’ ‘What is my purpose?’. So, they use their adventures as a means of enlightenment, and they are focused on the act of self-realization and self-discovery.
It’s easy to believe that Explorer consumers are always the young, when in fact, it’s not the case. An Explorer consumer can be anyone looking for new experiences to make themselves feel alive. It could be someone going through a mid-life crisis, it could be a hipster teen, a fresh graduate, or it could also be an entrepreneur who wants to do things the way they believe it should be done.
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How Should Brands Approach the Explorer Consumer?
Now that we’ve understood how and what an Explorer consumer thinks, it’s safe to say that they relate to brands that make them feel alive and audacious. They are more convinced about an organic buzz and they are not persuaded by ads that speak of conformity. They like to watch and listen to real people spread the word about real stories and experiences.
To win a devoted Explorer consumer, a brand must prompt their audience to challenge themselves and tap directly into its archetype values of individuality and freedom.
Marketing campaigns shouldn’t be domestic-focused or corporate and instead should revolve around images of faraway places. Travel and nature are common themes in their communication as well as rugged products that are used in the wild such as clothing for sports, skiing, hiking, and off-road vehicles.
Explorer Archetype Examples
Some prime examples of the Explorer brand archetype are Indiana Jones, the Go Pro equipment, Peter Pan, Marco Polo, Starbucks, the Body Shop, Land Rover, and Patagonia.
Let’s look into 3 of the mentioned examples in detail.
1. The GoPro
As soon as you see a GoPro advert, both the soundtrack and visuals give you a sense of freedom. The brand actively promotes adventure through beautiful imagery of amazing places you could take your GoPro camera to. Thus, the aim is to inspire people to travel and to capture memories with their products.
2. Patagonia
Patagonia, the American clothing company, fits perfectly into the Explorer brand archetype. The concept of adventure and exploration is rooted firmly in the brand. Initially, Patagonia was a small climbing tool company, but over time it has gone on to producing rough and durable clothes for outdoor activities such as surfing, skiing, and snowboarding. If you visit their Twitter account, you can find a bunch of photos of people exploring lakes, forests, and mountains with Patagonia clothes.
While they are encouraging people to travel and explore, they also focus on the environment. Their slogan ’cause no unnecessary harm’ plays a crucial role in their mission statement while producing their line of clothes.
3. Starbucks
As described in their slogan, ‘It’s not just coffee.’ Therefore, Starbucks has worked hard to differentiate itself from the competitive market and to individualize itself.
Starbucks’ name, imagery, and retail experience uses the Explorer brand archetype to significant effect. The concept of the Explorer reflects in their green color logo of the sea goddess. The fact that you can customize every drink for every customer in Starbucks emphasizes choice and individualism. Similar to the brand Patagonia, Starbucks supports environmental causes as well as tries hard to express authenticity in their opinion.
Does the Explorer Archetype Fit Your Brand Identity?
The Explorer may be the right archetype for your brand if:
- Your product and/or service is available for purchase on the Internet or from a catalog and can be purchased spontaneously on the go.
- Your product is sturdy to use in adventurous settings.
- You help people express their individuality.
- You can differentiate yourself from a conformist brand.
- It’s risk-taking, exciting, and authentic.
- You want your audience to live in the moment.
If your answer to these conditions is a yes, then welcome to the club, you are an Explorer!
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