Explorer Brand Archetype

Your brand is the Explorer Brand Archetype- ready to learn how to use it?

Understand the Explorer Archetype:

The Explorer (or the Seeker) blazes their own trail, always with the intention of going where no one has gone before. These independent self-starters don’t conform to traditional notions of life, preferring to go their own way.

They hope to improve the world with their discoveries but have a nagging fear of being penned in by an unfulfilling life. Sometimes their desire to fight conformity can make them more of a misfit or outcast than an adventurer. Though they may look like they wander aimlessly, more often than not, they inspire a sense of wonder because of their autonomy, ambition, and authenticity. Sometimes that wandering is more internal as well- searching for answers within instead of in the outside world.

Explorer brands sell a sense of adventure and self discovery. It often fits freelancers and entrepreneurs who either by necessity or design set their own rules and schedules.


The Explorer brand archetype, also known as the adventurer, generalist, pioneer, seeker, wanderer, individualist, and quester, is seeking the freedom to find out who you are through exploring the world. Their goal is to experience a better, more authentic, more fulfilling life. The explorer journeys to seek out and experience new things and escape from entrapment and boredom.


The Explorer brand archetype is gifted with autonomy, ambition and the ability to be true to one’s soul. They are able to express their own individuality in a way that others often admire.


Because of their wandering and autonomy, the Explorer can sometimes lapse into aimlessness and alienation – finding it difficult to pick a direction or to feel truly at home. They fear getting trapped and conforming and inner emptiness.

Brand Voice:

Explorer Brands tend to value individuality and de-emphasize rules and hierarchies. They tend to equalize opportunities and generally offer more decision making to their employees. This feeling of self determination can be felt in their brand messaging. They value authenticity and freedom and change – and as a result, their brand voice may include more sharing of personal stories and travel documentation than other brands. Documentation of self sufficiency and counterculture is not unusual. Exploration of inner self and knowledge is also fairly common.

Customer and Brands:

The Explorer brand archetype is a good file for products that help people feel free in that it is non conformist or it is pioneering in some way. If a product is rugged and sturdy or appropriate for use in nature, on the road, or in dangerous settings or occupations, it would be a natural fit for this archetype. If a product can be purchased from an alternate source or in an alternate method (this used to mean the internet funnily enough- now it may mean catalog only) it may be a good fit for this archetype. If your product helps people express their individuality (fashion, furnishing, branding, design), it may be a good fit for this archetype.

Pin this handy reference sheet:

Infographic of quick facts for the Explorer Brand Archetype presented by jamie thomson designer of Brilliant Blue Designs

Not sure you found the right archetype?

Most brands are a mix of more than one archetype – and two archetypes can be tricky but very rewarding to blend. Below you will find links to all of the archetypes so you can familiarize yourself with other descriptions and characteristics to see if there is one that feels like a better fit for you and your brand. If you are still struggling – feel free to contact me to chat and see if together we can sort out what works best for you!

Learn about all the brand archetypes:

Lover Brand archetype jamie thomson designer
innocent brand archetype brand personality archetype
explorer brand archetype brand personality archetype
jester brand archetype brand personality joker entertainer
hero brand archetype
Sage Brand Archetype brand personality archetype jamie thomson designer
rebel brand archetype
Caregiver brand archetype jamie thomson designer
creator brand archetype brand personality archetype jamie thomson designer