"Seeking adventure."


Lover Archetype Wheel

An explorer values experience over things. They enjoy the freedom of exploration.

A few qualities of the EXPLORER ARCHETYPE include: freedom, exploring, adventure, self-discovery, ambition, pioneering, courage, liberation, ambition, authentic, trailblazer.

Brand archetypes help you express the personality of your brand to customers.

Based on the work of Psychologist Carl Jung, archetypes tap into the character and values of your brand, making it more relatable.  This helps you to form stronger more authentic connections and build brand loyalty.

Jungian archetypes are defined as universal, archaic symbols and images that derive from the collective unconscious. (Wikipedia)

When you do the work to clearly define and leverage your brand’s archetype, your business will be more successful in attracting and engaging the right customers.




Explorer Archetype Industries

Here are a few common industries where you may find the. explorer brand archetype:

Adventure Sports

Outdoor Clothing


Automobile (SUVs)



Explorer Archetype Brands

Here are a few well-known brands that embody characteristics from the Explorer Brand Archetype:


Have fun out there.


The more twists and turns, the better the tale.


Never stop exploring.

-The North Face

Is my Brand the Explorer Archetype?

The most important thing to consider when selecting an archetype for your brand is what will most resonate with your customers.

Start by asking “What do we most want our brand to evoke for our customers?”

Here are a few statements to help determine if your brand fits the Explorer Archetype:

  • My brand will help customers fulfill their adventurous spirit.
  • My brand will help customers on a journey of self-discovery.
  • I feel that the spirit of my brand most embodies freedom, exploration, adventure, self-discovery, ambition, pioneering, courage, liberation, ambition, independence, and trailblazer.

If you would like to do a deeper dive into your branding, download my free branding workbook.