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The Rebel Brand Archetype

The Rebel brand archetype provokes. They stand out from the crowd. Like the Creative, they resent conformity. However, they’re more roguish or aggressive about it. They enjoy going against the grain and avoiding the mainstream. They take pride in thinking for themselves. If taken to extremes, the rebel can become self-destructive.

The rebel brand can be summed up by one word: radical. 

They come up with truly off the wall products. But unlike the magician, who creates just to create, the rebel is trying to solve a problem in a new way. Often, there is the implication that the novel solution is ‘common sense,’ or that it should have been there all along. The rebel brand, then, is not just innovating for the sake of innovating, they’re making the world a more logical place. But there’s a slight feeling of danger to this, as if they’re willing to go a tad bit too far to get the job done. 

If you want our senior brand strategist, Mash, to coach you to create the right archetypal mix for your brand, schedule a 1-hour strategy coaching session!


Suggested Color Palette

This is just a suggested palette. Colors should be selected based on a robust brand strategy and should be part of the brand identity development.

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rebel brand archetype


unber logo

No company in recent memory has generated as much ire, nor inspired as much awe and loyalty as Uber has. The company has had its ups and downs, but there’s no doubt that it set out to do something different, and in that, it succeeded. 


virgin logo

Virgin is always pushing the boundaries of what’s possible. Even the name was a stretch when the company was founded in 1970. 


mtv logo

MTV revitalized the music industry with its music videos, but it was its rebellious nature that hooked an entire generation.


dsc logo x

Dollar Shave Club hit the scene offering a novel solution: a subscription service that sent razors right to your door. Their messaging cleverly set them up as a rebel, rejecting the traditional shaving experience. They sought to help consumers escape the nicks and cuts caused by cheap disposable razors.

Frequently Asked Questions

How can our brand maintain its uniqueness and continue to break the mold without watering down our distinctive qualities as a Rebel archetype?

Maintaining uniqueness and continuing to break the mold as a Rebel archetype involves a careful balance of consistency and innovation.

Here are some steps your brand could take:

  1. Understand and Uphold Your Core Values: Your brand’s core values serve as its foundation, guiding all decisions, actions, and communications. As a Rebel archetype, these values might center around independence, innovation, or challenging the status quo. Understanding and using these values as a guidepost can help maintain the brand’s distinctive qualities.
  2. Embrace and Nurture Innovation: The Rebel archetype thrives on innovation and disruption. Encourage creativity and out-of-the-box thinking within your team. Allow new ideas to flourish and consider allocating resources specifically towards innovation.
  3. Consistent Messaging: While a Rebel brand may be unconventional, consistency in brand messaging is crucial. This doesn’t mean sticking to a rigid script but rather maintaining a clear, consistent voice and ethos across all platforms and communications. This can help solidify your brand identity and make it recognizable and memorable.
  4. Stay True to Your Audience: Understanding your target audience is key. Your customers are attracted to your brand because of its uniqueness and rebellious nature. Keep them at the center of your brand strategy and continuously seek their feedback to ensure that you’re meeting their needs and expectations.
  5. Avoid Conformity for the Sake of Growth: As your brand grows, there may be temptations to conform to more mainstream practices to appeal to a broader audience. While adaptation is a part of growth, avoid losing sight of what makes your brand unique. Growth should not come at the expense of your brand’s identity.

Remember, as a Rebel archetype, your brand’s strength lies in its ability to stand out from the crowd, challenge the status quo, and bring fresh, innovative ideas.

How can we implement a strategy of disruption and disturbance that aligns with the Rebel archetype’s goal of revolution?

Implementing a strategy of disruption and disturbance as a Rebel archetype involves challenging the status quo and bringing about change in your industry.

Here are a few steps your brand could take:

  1. Innovate Your Product or Service: Disruption often starts with your product or service. Is there a way to deliver it significantly differently, more efficiently, or better than currently available? Perhaps there’s a problem in your industry that no one has been able to solve or a segment of the market that is underserved. Innovation doesn’t always mean inventing something completely new—it can also mean improving something that drastically changes how it’s perceived or used.
  2. Challenge Conventional Wisdom: Look for widely accepted practices or beliefs in your industry that you think could be wrong or outdated, and challenge them. This could be thought leadership, such as publishing articles or speaking at industry events, or it could be reflected in how you run your business.
  3. Change the Business Model: Many industries operate on traditional business models that haven’t changed for years. As a Rebel archetype, your brand could look at these models and see where there’s room for improvement. This could mean changing how products are priced, services are delivered, or customers are acquired.
  4. Focus on Customer Experience: Customers are increasingly valuing experiences over products. How could your brand disrupt the customer experience in your industry? This could involve everything from the purchasing process to customer support.
  5. Leverage Technology: Technology is a major driver of disruption in many industries. Stay updated with the latest technology trends and consider how they could be applied to your business. This could involve AI, blockchain, VR/AR, or automation.

Remember, being a Rebel archetype is not just about being different—it’s about making a difference. Your brand should aim to bring about a positive change that benefits your customers and the industry.

How can we project the personality of a misfit, an outcast, or a rebel to appeal to customers who want change and are willing to disrupt the status quo?

Projecting the personality of a misfit, an outcast, or a rebel involves creating a brand identity that challenges norms and communicates your brand’s unique perspective.

Here are some strategies to consider:

  1. Develop a Unique Visual Identity: The first step in projecting a rebel personality is to create a visual identity that stands out. This could include a unique logo, color scheme, or typography that doesn’t conform to the typical aesthetic in your industry. Your visual identity should communicate your brand’s rebellious spirit.
  2. Craft a Distinctive Brand Voice: Your brand voice should reflect your rebel personality. This means using bold, unconventional, and perhaps even controversial language. It’s not just about what you say but how you say it. Your brand voice should be consistent across all communications, from your website and social media posts to customer service.
  3. Tell Your Brand Story: Every rebel has a story. Share your brand’s journey and the challenges you’ve overcome. Emphasize how your brand is different and why it chose to challenge the status quo. This could be shared through a compelling “About Us” page, blog posts, videos, or social media content.
  4. Offer Unconventional Products or Services: As a rebel brand, your products or services should be as unique as your personality. They should offer a different perspective or solve problems that challenge traditional methods.
  5. Engage with Your Audience in Unique Ways: Rebels aren’t afraid to engage with their audience in ways that other brands might shy away from. This could mean taking a stand on controversial issues, being brutally honest, or simply engaging with your audience more personally and directly.
  6. Support Causes that Align with Your Rebel Identity: If some cause or movements align with your brand’s rebel identity, openly support them. This could mean anything from supporting environmental causes to advocating for social justice.

Remember, the goal is to attract customers who share your brand’s values and are looking for a brand that challenges the status quo. Authenticity is key here—your rebel personality should truly reflect your brand’s values and mission.

How can we avoid being perceived as destructive or dangerous in our marketing and communications, considering the potential pitfalls of the Rebel archetype?

Navigating the Rebel archetype can be tricky. While you want to disrupt and challenge the status quo, avoiding coming across as destructive or dangerous is important.

Here are some ways to accomplish that:

  1. Focus on Positive Change: Emphasize that your goal as a rebel is to bring about positive change. This could be through innovation, challenging outdated norms, or advocating for causes that align with your brand’s values. Ensure your communications clearly express the benefits of the change you promote.
  2. Practice Responsible Rebellion: It’s possible to challenge the status quo responsibly. This means respecting different opinions and avoiding harmful or inflammatory language. You can be firm and decisive without resorting to offensive or aggressive tactics. Remember that your ultimate goal is to improve things, not tear others down.
  3. Be Transparent and Authentic: People appreciate genuine brands. Be open about your intentions, and share the reasons why your brand chooses to be a rebel. Authenticity can help build trust and mitigate perceptions of being destructive or dangerous.
  4. Show Empathy: Understand the concerns of your audience and respond to them in an empathetic manner. If people are wary of the changes you’re proposing, acknowledge their concerns and explain why you believe your approach is beneficial.
  5. Provide Value: Ultimately, your products or services should provide value to your customers. If you consistently deliver quality, your audience is less likely to view your brand as destructive or dangerous and more likely to see you as a beneficial disruptor.

Not everyone will agree with your rebel stance, and that’s okay. You aim to connect with those who resonate with your brand’s rebellious spirit and appreciate the change you advocate for.

How can our brand effectively demonstrate that we don’t play by the rules and are contrarian in a way that aligns with the Rebel archetype without causing unnecessary controversy or alienation?

Implementing a Rebel archetype in your brand doesn’t necessarily mean being controversial or alienating. The key is to highlight your brand’s distinctiveness, innovative spirit, and commitment to challenging the status quo, all while keeping your target audience’s needs and values in mind.

Here are some steps to help you do that:

  1. Identify Your Unique Selling Proposition (USP): What sets your brand apart from your competitors? What makes you different and desirable? This could be anything from a unique product or service, a novel business model, or a disruptive approach to customer service. Make sure your USP aligns with the values of the Rebel archetype – innovation, freedom, and nonconformity.
  2. Create a Compelling Brand Narrative: Your brand story should underscore your rebellious nature and drive to challenge the norm. It should reflect your journey of how you’ve broken away from traditional conventions and how you’re providing unique value to your customers. But remember, your story shouldn’t alienate your audience. Instead, it should make them feel empowered, understood, and part of a larger movement.
  3. Craft Your Messaging Carefully: Your marketing and communication efforts should consistently reflect your Rebel archetype. Your language should be bold, your visuals striking, and your overall tone should communicate your rebellious spirit. However, always keep your messaging respectful and considerate of your audience’s values and sensibilities.
  4. Deliver on Your Promises: Being a Rebel brand also means pushing boundaries in your industry and setting new standards. This requires you to consistently deliver innovative products or services, demonstrating your commitment to disrupting the status quo.
  5. Engage with Your Community: The Rebel archetype often resonates with consumers who are independent thinkers and value change. Engage with these customers and involve them in your brand story. This could be through interactive social media campaigns, community events, or feedback initiatives. Make your customers feel like they are part of your rebellion.
  6. Regularly Reevaluate Your Approach: The marketplace and customer preferences are always evolving. What was considered rebellious and innovative yesterday may be the norm today. So, keep challenging your practices and be ready to innovate as needed.

Following these steps, you can demonstrate your brand’s rebellious nature without causing unnecessary controversy or alienation. Remember, the ultimate goal is to attract like-minded customers who appreciate your brand’s rebellious spirit and feel a strong connection with your values.