How can you tell a brand story that inspires others to explore beyond their limits? You can do so by crafting your message around the Explorer Archetype. The Explorer Archetype in psychology refers to people who yearn for freedom to go beyond the norm. It is about pushing the boundaries, expanding your mind and having a broader vision. Exploration can be internal or external. Internal exploration can be about self-discovery, uncovering one’s potential and purpose. While external exploration can be about the desire to journey to the unknown.
The Explorer Archetype is also known as “The Seeker” or “The Wanderer”. A brand that falls into this category will revolve around adventure, discovery and new ways of thinking. This allows it to tell a brand story that stands out from the other archetypes. Click here to learn more about the other 12 brand archetypes.
The Explorer Archetype in Film
We can also have a better understanding of this archetype in psychology by studying film. Some examples of the explorer archetype can be seen in the movies: Interstellar, Jurassic Park and The Jumper. In Interstellar, Cooper is a NASA pilot that must explore a new planet across the galaxy. In the movie, The Jumper, David Rice is able to teleport to anywhere in the world. It shows the innate desire for freedom and exploration without limits. In Jurassic Park, Owen Grady embarks on dangerous missions in a world of dinosaurs. He is a free-spirit who uses his intellect to handle any situation.
“Explore. Dream. Discover.”
DESIRE: Yearn For Paradise
PERSONALITY TRAITS: Independent, Free-Spirited, Adventurous, Open, Active, Curious, Brave
EXAMPLES: NASA, Spirit Airlines, Volvo, Timberland, SpaceX, Jeep, The North Face, GoPro
Examples of the Explorer Archetype
The Explorer archetype is very popular in vacation and travel niches. Brands that fall into this category usually express these qualities to convey a brand story that is more evocative to allow the viewers to expand their imagination. Below are 5 examples.
1.) Expedia
Expedia is about discovering new places at great prices that make travel more convenient. The Expedia commercial was released during the pandemic when most people had to stay indoors and flights were cancelled. During this time, a lot of people yearned for the freedom to travel again. Expedia released a commercial that uses a more childlike and playful approach with stop-motion animation to allow viewers to imagine all the places they can go when the pandemic subsides. They then tie this message in with their brand to let people know that Expedia will always be there.
2.) Go Pro
GoPro is known for their action cameras that allow us to capture thrilling moments of adventure. The brand is popular among outdoor enthusiasts, adventurers, and athletes. Their marketing strategy is heavily reliant on user-generated content to capture stunning moments that showcase the capabilities of their cameras.
GoPro can be considered a fine blend of both the Hero and The Explorer archetype because of how they push us to explore beyond our limits. This allows them to win the hearts of people who live a more vigorous and adventurous lifestyle. One of their most impactful marketing strategies was when they collaborated with RedBull in content creation. Below is one of their recent campaigns as well that captures the essence of their brand.
3.) The North Face
The North Face has always been a brand about exploration. It is beyond just selling activewear and outdoor sports gear. The North Face brand anthem begins by referencing the childlike desire to explore that can be seen in a new born child. We, as humans, will always have the desire to explore. The speaker also references his own childhood and how he used to admire the great explorers. He also talks about his own personal experiences. The ad combines very strong evocative imagery with a more philosophical message. The commercial ends with a quote about exploring the unknown and a hashtag #neverstopexploring to help the audience to connect with the brand on social media.
4.) Volvo
Another brand that taps into the desire for adventure is Volvo. The Volvo commercial uses very strong evocative imagery that conveys the experience of travel. It also makes the best use of natural lighting. The music and phrase “This is what i’m made of” also helps to aid retention. Everything is effectively tied in with the brand and vehicle being promoted.
5.) SpaceX
The SpaceX commercial references one of the greatest speeches and quotes of John F. Kennedy. The commercial depicts children to represent the child-like desire to explore and imagine beyond limits that we are all born with. The ad also has an aspirational quality that inspires the viewers to travel above and beyond.
In conclusion, The Explorer brand archetype is a distinct combination of adventure, curiosity and independence. This allows it to tell a more impactful brand story that is evocative and memorable. If you enjoyed this article then you may also enjoy my previous one on how to Use Storytelling To Boost Customer Engagement.
To learn more about the explorer archetype in psychology, feel free to click here.
