Brand Archetypes: The Explorer (life is a grand adventure)


Seeker wandering the world

Pilgrim with freedom’s

Flag unfurled.Guiding hearts outside the box, Breaking gates

And smashing locks.

New horizons call you home,

Down paths some fear

To tread alone.

But you’d walk tall

Through darkest night

For that new place to share your light.

Introducing the Explorer Archetype

If we don’t know each other, hi, I’m Jen Kem. I’m the CEO of the Master Brand Institute where we guide entrepreneurs on the path to uncovering their unique message with such clarity, they can turn any conversation into a sales conversation.

And today, we’re talking about the Brand Archetype called the Explorer. In this video, I want to give you an in-depth understanding of what it means to embody the Explorer Brand Archetype. We’re going to cover strengths, weaknesses, business themes and integrating this information into your business

If the Explorer had a power statement it’s:

I am The Explorer.

I believe that life should feel like a grand adventure – and the only limitations are the ones you create in your mind.

I am constantly seeking the next experience, the next level, or a new high. Once I visit one country, I want to see another. Once I run five miles, I want to push myself further to run ten.

Give me a road trip and a full tank of gas, a backpack and hiking boots, a Passport and a plane ticket – I need to be free and experience the world.

I am forever seeking the next edge – and I invite my audience to come join me and do the same.

Now, when we talk about Brand Archetypes, each one has a set of Power Words that best represent them. I think it’s important to point out that the words themselves don’t need to be used in every piece of your message.

It’s more accurate to say when your audience reads your message they need to feel these Power Words.

Explorer power words include:

Freedom, Liberation, Adventure, Journey, New Level, Travel, Voyage, Limitless, Experience, Independence, Bravery, Ambition, Self-sufficiency and Nonconformity

A great question to ask yourself is, does my current message make ME feel these words?

Moving on – one of the most important things I recommend when it comes to fully embodying your Brand Archetype is looking at brands who model your archetype well.

I call them Master Brand Models because that’s what they are – models of brands that masterfully embrace their Archetype. When we look at these conceptual models, what you’re really looking trying to understand is the vibe or energy they give off – not the literal look or words though they might be useful
Master Brand that I believe model the Explorer Archetype excellently include:

Anthony Bourdain, David Blaine, Patagonia, Yamaha Waverunner, Wanderlust Festivals, Jeep, Starbucks Amazon, and United States of America
At its essence, the Explorer have a strong sense of self as a spiritual being, devoting their lives to investigating the answers to life’s mysteries. They are capable of great analytical thought, theoretical insight and putting the pieces of the puzzle together on a practical level.
Explorers have clarity and persist in their search for the truth, wherever that path may lead them. Contemplative, their inner world is rich as the drive for knowledge challenges them to go beyond the mundane into discovering the heart of greater mysteries.

Moving into Strategic Positioning, the Explorer gives off a vibe that says, “I seek information and experience, in all facets of life.”
Strengths of this Archetype include versatility, adaptability, and a sharp awareness.
Recurring themes and pillars of this brand include:

“Take your body where your mind has already wandered”

“There are no limits, no boundaries”

“Discover what’s waiting for you on the other side.”

See, the Explorer Archetype represents the craving for new experiences. Although they don’t like boundaries and require autonomy, they aren’t rebels without a cause. They want to taste life in all of its glory, taking the necessary risks to achieve that goal.

They enjoy culture, science, knowledge and the arts for the stimulus provided. This is a very innovative archetype, “first-to-market” with your offerings, creating a path for your audience vs. having taken one already created.

Despite being wary of commitment and obligation, the Explorer is rarely cynical or defensive. There’s an innocence to the hope they feel about the next horizon, a sweetness to their lust for discovery.

Of course, all Archetypes have a dark side as well. In Archetypal Psychology, the dark side isn’t a bad thing. Simply put, these are things that when done make it harder than necessary to get what you want.
So, Explorers are independent, recognizing the “truth” as their directive compass. They’re willing to follow that drive into many vulnerable and sketchy situations to get the information they desire. Due to this, they’re often socially judgmental with that judgment becoming larger and harsher if they let their egocentricity get out of control.
The feelings you may experience that begin these dark side actions are:

Consistently shooting the breeze, pushing decisions off, all talk and no do, allowing for many distractions in the workplace, and a lack of sufficient depth when on a journey.
Other feelings or instances that lead to dark side behavior are: self-indulgence, aimlessness, alienation, superficiality, and purposelessness.
Again, there’s nothing wrong with these things so don’t feel shame if you experience them. It’s more important to understand that these can make you start doing things that don’t support what you want. When they come up, identify them and pivot into what you should be doing.
So, what makes the Explorer unique in your industry?

This brand is naturally informal making it the perfect brand darling to experience online. Pair that with their preference for the unusual and it’s easy to become a hot topic. Acknowledge the customers’ tendency to be future focused. Help them dream up their next journey, and pick the next big destination for themselves within your area of expertise.

At their core is the urge to hit an open road as they understand there’s no limits on becoming and no end to learning. They know meaning is derived from experientially discovering the world and the subsequent ability to align those outer realities with inner needs.

Now, let’s integrate all this concept into your business in a meaningful way.
Explorer audiences want self-sufficiency. They minimize or devalue rules as they simply want the freedom that you yourself crave. Highlight that common desire, and speak to them as respected equals on the same search.

Share stories, searches and explorations that showcase your depth of understanding and highlighted experiences. Differentiate your brand from those traditionalists who want everything to stay the same by sharing your fresh take and the idea of the world out there.

You’ve the best shot at building a successful brand online where you can set your own rules and not be burdened by too many obligations. And, you still need an audience to sell to, so for the love of all your favorite places, create a conversation with them that you find fascinating.

The emotional phrases you want to stir up in your audience include:

“You inspire me to get off the couch and go have an adventure!”

“You make me feel like anything is possible — no limits!”

“You remind me there’s a big exciting world out there!”

“You share insights and experiences that I want to have!”

“You make me feel like the world is my oyster!”
Here are some key things that are NOT the Explorer’s jam.

It’s important to realize that your audience wants to live vicariously through you or for you to lead them on a journey. Do not leave your people in the dust as you rush to a new topic of interest. That’s just bad for business.

Some important things to remember as an Explorer is your audience is attracted to independence, adventure and the idea of going on a journey.
Explorers love to network and trade with people and take pleasure in gathering ideas. Even with this deep abiding sense of adventure, they act with common sense and rationality. Very aware of their environment, their eyes and ears are searching for a conversation they can jump into. They seize all opportunities for relationship-building as they adventure through life.
Finally, some feature and positioning angles to draw more attention to your offer:

  • Insure your offers help your audience feel freedom
  • Create offers that help your audience feel like unique individuals
  • Bonus points for offers that are easy to transport
  • Place a focus on the themes of adventure like travel, camping, and so on.

And a final word for the Explorer. When your customers desire to seek out then express individuality, you’ve got a lot of room to be “out there.” There can only be one version of your brand. No other destination can appear quite like yours, or your brand will lose credibility almost instantly. Curate every little detail of your brand story, so that the end result is extraordinary, even other-worldly.

Now the question is, what do you do with this information? Well, there are two options.

First, if you’re sitting here, wondering to yourself, “am I a Explorer?!” then you’re going to want to take my Brand Archetype Assessment. This in-depth psychological assessment is the ONLY Archetype test on the internet that’s been recognized by a top collegiate school of psychology. Basically, this is not some buzzfeed quiz you take for funsies. This is a deep dive into the psychology that makes your brand unique in the marketplace.

Second, if you already know your Brand Archetype Mix, then you want to check out my Archetypal Storytelling Workshop. With over 6-hours of content, this in-depth program will give you both a conceptual and practical understanding of using your Brand Archetype Mix in your business. By the end of it you’ll have identified several stories from your life that can be shared to attract more high-quality, paying clients.

You can find more information down below!

And that’s it!

If you found value in this content please hit the ‘thumbs up” button below so we can get this video in front of more entrepreneurs who want help getting crystal clear on their unique message.

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I’m Jen Kem, here to help you elevate how the world sees, hears and pays you.

Until next time.



I’ve created a psychological assessment to determine your brand archetype. And before you ask, no, this isn’t some Buzzfeed, “which Disney princess are you?” quiz.

This is a psychological assessment that’s been reviewed, vetted and approved by one of the top collegiate schools of psychology in the United States. With this information, you’ll be able to refine your marketing message to turn complete strangers into raving clients.

Check it out:



Knowing your archetype is one thing. Knowing how to use it as a compass to tell persuasive, action-provoking stories is something completely different.

Which is why I created the Archetypal Storytelling Workshop. An in-depth, 6-hour training, this workshop will equip you with a crystal clear understanding of how to practically integrate your archetype into your message.

Check it out:


#ValuesDriven #MasterBrand #Femmefluence #JenKem

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