Brand Personalities

The Explorer

The Explorer brand stays current with trends, encouraging individual initiative, and providing others with the opportunity to learn and grow.

Attributes: searcher/seeker, adventurous, wanderer, restless, independent, self-directed, self-sufficient, value freedom, desires excitement

Motto: Don’t fence me in
Core desire: the freedom to find out who you are through exploring the world
Goal: to experience a better, more authentic, more fulfilling life
Biggest fear: getting trapped, conformity, and inner emptiness
Strategy: journey, seeking out and experiencing new things, escape from boredom
Weakness: aimless wandering, becoming a misfit
Talent: autonomy, ambition, being true to one’s soul

The explorer is a good identity for brands that:

  • helps people feel free, nonconformist or pioneering
  • is rugged and sturdy or for use in the great outdoors or in dangerous settings
  • can be purchased from a catalog or on the Internet
  • helps people express their individuality
  • can be purchased for consumption on the go
  • want to differentiate themselves from a successful regular guy/gal brand or conformist brand
  • have an explorer culture that creates new and exciting products or experiences

The explorer is also known as:

  • Trailblazer/pioneer : Sees or scouts for new opportunities/possibilities
  • Adventurer : Emphasises adventure and/or new experiences
  • Seeker/wanderer : Searches for a unique identity, path, or solution
  • Iconoclast : Places great value on being different and/or independent
  • Individualist : Maintains personal integrity and authenticity in all endeavors


WRD has created a Brand Personalities online app which through a series of steps we are able to determine (alongside the business owner) what brand archetype they are. For more information on this service, please call 02 4732 4766 or email your enquiry.