Outlaw brand archetype: fearless and idealistic rule-breaker

Operating outside of societal norms and striving to break rules that restrain people’s freedom, the Outlaw brand archetype is perhaps one of the most controversial yet certainly beloved representatives in Carl Jung's classification. 

Revolutionary at heart, this personality is not afraid to deviate from the initiate upheaval, make bold statements, and take risks to achieve their goals. It could be a hero or antagonist, but one thing is sure: it uses its powerful, disobedient individuality to reject conformity and spark conversation.

Brands under this flagship stand in stark contrast to Rulers, who want to lay down rules and follow them. They push familiar boundaries to challenge the status quo and spark change in the market to deliver a unique user experience to the customer. They offer unusual yet practical solutions, praising choices without interference and encouraging customers to find what works best. 

Let us dig into the Outlaw archetype and its rebellious, unapologetic, and bold personality as a freedom fighter and conformity hater. We will uncover its key traits, levels of manifestation, and bright examples across niches that reveal not just one brand in action but five.

It desires to dismantle the current system and test conventions to pave the way for something better.

Brands under this flagship always draw attention with their bold, unapologetic, and sometimes outrageous and aggressive approaches to achieving their goals.  However, at their core, they have a kind heart that makes them alluring to the crowd. They are controversial yet fierce advocates for changes necessary for the audience to enjoy their freedom.

Customers who want to break free from the banality and constraints in their lives and those with unusual individualities and a deep desire for liberation fall for this persona.

Unlike the rebel archetype and hero archetype, which possess some of the outlaw archetype’s similar traits, the outlaw archetype has an innate desire to break free from conformity and constraints and, most importantly, to find true independence from everything that might restrain its desire and movement to do whatever it wants. It is a revolutionary with a kind heart who embodies the rebellious spirit and sets off on the quest for freedom for himself and others.

The Outlaw archetype represents a disobedient freedom fighter with an unorthodox individuality; therefore, it has many qualities. It could be bold, confident, controversial, fearless, idealistic, inspiring, independent, charismatic, disillusioned, resourceful, outrageous, arrogant, dominant, and unapologetic.

However, whatever traits it has to shake the foundations of society and achieve its goals, a few key attributes can be seen in every representative of this rule-breaking persona. 

They are rebellious

Breaking the rules and encouraging everyone to break free from conformity and restraints do not come to everyone. Only those who have a powerful rebellious spirit fall into this category. They deliver this message to the crowd and inspire others to act. Much like the rebel archetype, they are also disobedient and unruly.

Brands with the outlaw archetype often desire to act against existing authority, control, constraints, and conventions. They readily defy rules and refuse to be treated or regarded as less important than someone else. They skillfully epitomize such rebellious traits as intractability, recalcitrance, and obstination.

They are independent

Outlaw brand archetypes live up to their core desires and beliefs. As personalities who seek freedom from things that restrain them and pave the way for others to do the same, they excel at being independent.

They do not rely on others for support or help. They reject any aid to avoid being under obligation to others. They possess the competency and power to make decisions and act based on their values and desires.

This characteristic also makes Outlaw brands a minority in the niche. Not only do they come from underrepresented identities or backgrounds, but also they intentionally remove themselves from a social order.

They are controversial

As you might expect from a personality that fights to ensure freedom in its decisions, choices, and actions by defying rules and breaking conformity and constraints, the Outlaw archetype could be increasingly controversial.

The persona’s bravery and boldness in unfolding their beliefs in public and demonstrating a stark difference of opinion always cause discussion and argument. It prolongs disputes, inspires debates, gives food for thought, and evokes various responses.

Regarding branding, this controversial trait can be seen in different interactions and communication points. It could be a questionable or radical TV commercial, web design, blog post, visual identity, or just a message in a chat. Undoubtedly, it invariably stirs conflict, but it intends to inspire readers to examine their world in a new way.

Although the Outlaw archetype is always a minority that could be rarely found in the niche, it does not diminish its diverse representation as personality.

Mirroring societal attitudes towards authority and rebellion and demonstrating courage and outright resistance against laws, it has a rich archetypal framework that can assume various roles and levels of manifestation to adapt to different environments and contexts. Here are the most popular.

Rebel 

As the Rebel archetype and the Outlaw archetype have many things in common, it is no surprise that one of the popular faces of this personality is the Rebel.

Brands under this flagship embrace the riot character of the persona, coming off as companies that want to reform traditional ways and break free from conformity by revolutionizing the niche and approaches.

This subtype can become a rebel outlaw archetype that skillfully juggles the core traits of both categories. Harley Davidson is an excellent example of a rebel outlaw brand and a true freedom-loving leader in the niche.

Activist 

Activists occupy the other end of the Outlaw archetype personality spectrum. They are not radical risk-takers or rule-breakers. However, they fight for freedom by improving the social structures and existing systems rather than destroying them.

Outlaw brands inspire others to transform their law-restricted lifestyles and refresh their environment to live better.

Maverick

Maverick occupies the middle ground with its soft approaches yet still unorthodox and independent-minded personality that avoids labeling at any cost. It is intelligent, fearless, resourceful, and charismatic. It is brave and bold in its actions but defies rules and conformities without drastic or outrageous approaches. It could become a hero brand or adopt caregiver archetype traits resonating with a broad audience.

These prevalent subtypes are manifested across three primary levels:

Level 1 - Brands have recognized their outlaw personality and successfully embraced several core traits by delivering appropriate messages across popular communication channels.

Level 2 - Brands introduce their Outlaw personality in various interaction points, including advertising, online presence, and marketing. They position their products or services as helping people gain freedom and rejecting existing conventions and laws.

Level 3 - Brands at this level come off as revolutionists who inspire like-minded outlaw consumers to pave their way to better lives by expressing their beliefs and ditching conformities.

Brave, reckless, rebellious, idealistic, and unapologetic, the Outlaw brand archetype inspires others to break free from their law-constrained lifestyles and find a way to independence. They could be highly controversial and are certainly not everyone’s cup of tea. Still, we need them to find force within us to let our steam off or express our unorthodox individualities. Here are the five top most popular Outlaw brand examples across niches to see how they operate in the market and society. 

Harley Davidson

Harley Davidson is one of the world's most popular and widely recognizable Outlaw archetype brand examples. Its daring personality can be seen in every interaction with customers, whether legendary bikes or TV commercials inspire everyone to unlock their free spirit and hit the road.

Operating in the automotive sector for over 100 years, it has gathered a whole community of riders who want to demonstrate their daring individualities, value freedom in life, and appreciate the feelings behind the brand personality. It employs various approaches to build a strong brand identity, from adopting a passionate, trustworthy tone of voice to running inspiring campaigns in communication channels.

Mountain Dew

Although Mountain Dew does not have a daredevil flair like Harley Davidson, it certainly has the attitude of a bad boy whose personal brand stands out from the crowd with its rebellious brand story, independent views, and a strong desire to shake the foundations of traditional conformities.

The popular soft drink brand owned by PepsiCo, which comes in all shapes and sizes, has successfully embraced Outlaw's archetype core traits: boldness, recklessness, confidence, and resourcefulness. It centers on youth, digital engagement, and extreme sports to tap into its primary audience’s mindsets. Its branding strategy is highly diversified and based on adventurous scenarios that strengthen the brand's association with a rebellious attitude.

MTV

MTV is one of the most clearly defined Outlaw archetype brand examples in the musical industry. The niche is famous for having rebellious characters encouraging viewers to pursue independence and express individuality.

Despite its 40-year history, the legendary Musical Television maintains a youthful spirit that is realized through embracing Outlaw core traits like boldness, confidence, idealism, resourcefulness, dominance, and sometimes outrageousness. It embodies activism and escapism in its branding strategies to speak directly to its target audience and reveal its free spirit, which helps it evolve as culture changes.

PayPal

Believe it or not, even the most traditional and government-controlled sectors have their own Outlaw brand examples. One of them is PayPal, which operates in the financial industry. This unorthodox online payment system, which has become an alternative to traditional paper methods such as checks, is a true Outlaw.

Not only does the company defy traditional conformities, but it also provides its clients with all the necessary tools to feel independent in their financial operations wherever they are. It stands out from its competitors in the fintech space for many good reasons, including its outstanding brand strategy.

Bitcoin

Last, Bitcoin is undoubtedly one of the most daring, bold, and controversial Outlaw brand archetype examples on our list and worldwide. Although relatively new, it has already carved its niche and earned a reputation as a rebel outlaw operating against laws that checked core archetype checklist boxes.

Bitcoin is a decentralized currency that is uncontrolled by any government. On the bad side, it allows people to circumvent various laws, including laws about paying taxes. However, on the bright side, it gives people the financial freedom to transact globally.

Bitcoin does not employ specific branding strategies; its mission and activity speak louder than words.

Having an undying desire for revolution to change the World and grant everyone freedom, the Outlaw archetype faces one of the biggest challenges – not to overdo it. It is tempting to go overboard and prove your point using radical approaches, especially when your free spirit encourages you to stand out boldly. However, it might lead to dire consequences for the company’s perception and reputation; for instance, it might scare away even loyal fans or make the brand look outrageous.  To overcome this challenge, companies should consult a brand strategy firm. The professionals will analyze the market and conduct A/B tests to see what solutions allow the company to embody Outlaw traits, deliver its core message, and stay respectful of the target audience.

Another challenge that companies under this flagship face is anger. As this powerful emotion is a part of their motivation and drive, companies always have it. Although a bit of anger does not hurt anyone, it may easily ruin the company's positive perception and communication across various channels when it becomes a dominant force.

It is highly advised to play carefully with this emotion. While companies cannot avoid it altogether, as it lies at the core of personality, they should know how to tame and adopt it in solutions, public communication, and public relations without overwhelming others.

The last big challenge is to stay authentic and capitalize on positive traits. Outlaw brands are infamous for adopting negative characteristics, encouraging defying rules, and fighting conformities. However, this does not mean they should promote destruction and go against the law. Companies are advised to embody core traits with caution and respect the rights of their society.

Embracing the Outlaw archetype in a brand starts with thoroughly understanding the company’s value and the target audience’s preferences, needs, and expectations. As this personality is infamous for being controversial and outrageous, it is crucial to assess whether it aligns with the business. Applied inappropriately, it might ruin the brand’s image and make the company look villainous. 

Therefore, start by analyzing your brand identity and long-term goals. Are they aligned with the archetype core traits? Do you have a rebellious personality eager to fight for independence and true freedom?

Then, dive deep into the market segment that you serve. The ideal customer for the Outlaw brand is the one who seeks adventure, has an unorthodox individuality, or enjoys the thrill of defying traditional conformities and pushing boundaries. In addition, it might also attract those sick and tired of being under control and want to let their steam go off occasionally to demonstrate their rebellious and freedom-loving spirit.

Afterward, devise a marketing strategy to uncover the company’s core traits and communicate them to the market across various communication and interaction channels, including social media, email, and on-site. Hiring a branding agency to control your efforts in this direction is highly advisable, as embracing one of the most controversial and unapologetic archetypes might be tricky. 

With the professional team at your side, you will adopt the right tone and voice and create a message that delivers your personality. You will go against the majority in your niche by looking and feeling radical, shocked, and liberated. Focus on establishing bold, confident, honest, sometimes idealistic but certainly engaging communication. Stay fearless among change and adopt approaches that thrive on disrupting the norm or initiating upheaval. Never lose your inner self by promoting authenticity in every product and customer interaction.

Finally, listen to the crowd and always keep an ear to the ground to evolve and meet environmental and societal changes.

Living on the fringe of society, the Outlaw brand archetype is one of the beloved rule-breakers and freedom-fighters in classification. Having many things in common with the rebel archetype, it is also a revolutionist who challenges the status quo and stands against authority and traditional conformity.

Its unorthodox individuality and powerful spirit allow it to operate in extremes with such simplicity and confidence that it causes nothing but fascination. Brands in this category boast of having such character traits as boldness, confidence, fearlessness, idealism, independence, resourcefulness, and some controversial ones like arrogance, irreconcilability, and outrageousness. 

They are usually in the minority. However, when they are found, they provide a one-of-a-kind experience and radical products that allow people to embrace their unique personalities and create a better environment. They inspire the audience to defy traditional conformities and find the true freedom to express themselves and make their own decisions.