"Break the rules."


Everyman Brand Archetype Wheel

The outlaw archetype believes in freedom and challenging the status quo. Rules are made to be broken.

A few qualities of the EVERYMAN or EVERYPERSON Archetype include: unconventional, rebellious, revolutionary, rule-breaking, risk-taking, honesty, disruption, pushing boundaries, shock, freedom, and black sheep.

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.




Outlaw Archetype Industries

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


Body Art

Alternative Clothing



Extreme Sports

Outlaw Archetype Brands

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


"Screw it, let's ride."

-Harley Davidson

Off the wall


Do not be a follower. Be a leader. Rebel, Rebel, Rebel.

-Nadar Desmar

Here's to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They're not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can't do is ignore them. Because they change things.

-Rob Siltanen

Rebel children, I urge you, fight the turgid slick of conformity with which they seek to smother your glory.

-Russell Brand

Is my Brand the Outlaw 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 Outlaw Archetype:

  • My brand will always be brutally honest, seeking the truth, even if it challenges norms and breaks rules.
  • My brand will help customers connect with a feeling of rebelliousness, and revolution.
  • I feel that the spirit of my brand most embodies freedom through non-conformity, fearlessness, liberation, shock, destruction, revolution, rebellion, danger, counterculture, and pushing boundaries.

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