The Outlaw Archetype
The OUTLAW archetype is good for brands which produce products that destroy something (like a bulldozer or a video game!) or that offer products or services which are genuinely revolutionary.
Famous OUTLAW characters include Jack Sparrow, Robin Hood and Rambo.
This archetype could also work for brands that help to retain something which is threatened by new philosophies or attitudes.
Typically, brands who embody the OUTLAW archetype are moderately priced.
Remember when mass marketing to your customer base not to cross any lines that could damage your reputation – most people identifying with this archetype are actually responsible citizens.
In summary, Outlaw brands may:
- Exist in an industry where people are tired of the status quo
- Are outspoken, loud or opinionated
- Sell products that destroy something (literally, virtually or figuratively)
- Are genuinely revolutionary
- Protect or promote threatened values or pioneer new ones
- Represent sex, alcohol or social change
- Have products that aren’t good for people or that allow people to reject societal norms or niceties.
The Outlaw - Key Facts
If your business identifies with values that are at odds with the 'establishment' or you appeal to customers who are disaffiliated from society, then the OUTLAW archetype could be a good fit.
The Outlaw's Motto
Rules are meant to be broken
Also Known As
Rebel, Maverick, Gambler, Reformer, Activist
Why People Love The Outlaw
You challenge the status quo & speak up when others don’t
Goal
To change what isn’t working & inspire others to do the same
Human Desire
To liberate
Brand Values
Self-reliance, Non-conformity, Candor, Audacity
Brand Behaviours
Disrupts & Challenges
Brand Characteristics
Fearless, Assertive, Provocative, Unapologetic, Polarising
Famous OUTLAW Brands
VIRGIN: “At Virgin, we’re known for challenging the status quo and shaking up markets, while championing people and the planet.”
DIESEL: “Pushing the boundaries of fashion and lifestyle, offering a portfolio of global brands to a new breed of consumer – those who challenge traditional perceptions, preferring to embrace fashion on their own.”
Related Archetypes
Archetypes which also have Mastery as their human driver – MAGICIAN & HERO.
May Be At Odds With: The RULER, who values Stability & Control.
Want to know more about the OUTLAW archetype?
Access everything you could possibly need to know about the OUTLAW, including swipeable ideas for your brand, in my shop:
The OUTLAW Brand DNA Blueprint $10
A strategic and visual reference document built specifically for the Outlaw archetype — covering everything from your brand values and personality to your colour palette, typography, imagery direction and real brand examples.
What’s inside:
- Your core brand truths – motto, goal, human desire, values and behaviours
- The characteristics that make this archetype compelling to customers
- The shadow side – what to watch out for and how to avoid it
- How this archetype shows up across its subtypes
- Colour palette inspiration with hex codes and rationale
- Typography recommendations for headings, body, accent and social media
- Imagery direction with Canva & Unsplash search terms
- Real brand and public figure examples showing the archetype at its best
- Industries where this archetype works
- Expert note on how to stand out
The OUTLAW AI Briefing Kit $49
This is built for the person doing this on their own. No team, no marketing department, no budget to bring in outside help, just you, showing up every day, trying to keep every plate spinning at once, the content, the emails, the actual running of the business. Whether you’re just starting out or you’ve been going a while, this was built for exactly that.
You don’t need any of the following: a marketing background, previous experience using AI, technical skills, existing content, or a following. You need your Brand DNA Test result and around 90 minutes.
What’s in the kit
- Video instructions explaining exactly how the kit works
- A full written How To guide, covering every section step by step
- A pre-populated template, already containing your OUTLAW Brand DNA and instructions for Claude (Please note this is optimised for use with Claude, but you can adapt for other AI tools if preferred)
- Two example completed templates, one product or service business, one personal brand, so you can see what a strong answer looks like
- Your OUTLAW Brand DNA Blueprint, a PDF reference guide matching your specific result
What it does for you
- Gives you a full-time marketing and brand assistant, ready to work
- Saves you the cost of hiring help, and the time of building everything from scratch
- Improves the quality of everything AI produces for your brand
- Makes your output sound like you, not like everyone else using the same generic prompts