The Outlaw Brand Archetype
The Outlaw is the brand that says the quiet part out loud. If this was your quiz result, you probably started because something felt broken or boring, and you couldn't stay silent about it.
What The Outlaw stands for
Disruption, defiance and freedom from rules that no longer serve people. Outlaw brands choose a side and invite others to join them. They would rather be loved by a few than tolerated by many.
How it shows up
Voice. Blunt, a bit dark, with short lines. It says what others tiptoe around, and the humour is dry, not cute.
Visuals. High contrast, loud type, raw textures, torn edges, broken grids and flash photography.
Content. Manifestos, hot takes, "what's wrong with our industry" posts, and refusing the usual tactics out loud.
Who it attracts
People fed up with the standard way of doing things, and people who want permission to be bolder. Loyalty runs deep, and so does disapproval from everyone else.
The trap to avoid
Rebelling with no real target. Edgy for its own sake gets tiresome, so know exactly what you stand against and what you build instead.
Blends well with
- The Jester, for rebellion with a wink
- The Hero, for a cause to rally behind
- The Creator, for building the alternative
Is this your archetype?
Most brands lean on a lead archetype and a supporting one. Take the brand personality quiz and find out in two minutes.
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Ali Horner Design, Strategic Brand Partner & Digital Marketing Specialist. Serving Napanee, Kingston, Prince Edward County and Eastern Ontario.
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