The Rebel

Brand Archetype

The Rebel brand archetype is driven by the freedom of choice, the freedom to choose and living authentically. Freedom and choice are powerful themes for the Rebel. She is curious and always wonders “why” or better still, “who not!” She speaks her mind and can be blunt and direct. There is no pretense with her.

She has a deep, uncontainable desire to make ____________ better (fill in the blank). She will tear down systems if they have become outdated or no longer work. Because of this constant desire to make the world better, she can make some people around her very uncomfortable. In fact, her boldness, bluntness and willingness to tear something down in order to build something better can scare the shit out of a lot of people. But that’s okay. The world needs rebels and change-makers. Without them, we would cease to move forward, to progress – to evolve.

The Rebel

is also known as the

The main purpose

of this brand archetype

The Rebel archetype is here to remind us that we have at least a little of this archetype inside. This is especially true for entrepreneurs. The Rebel is essential to mankind’s growth, as well as her own. She is often the spark that lights a fire under our butts that gets us moving forward to something better.

Doing Business

+ marketing

Best suited for
  • The types of businesses best suited to the Rebel brand archetype are coaches and consultants who help companies and individuals break free, break through, move forward, usually in a radical fashion.
  • Any business that sells products or services that encourages and motivates others to take action, make a change and fix/replace what’s not working.
Marketing niche
  • The Rebel archetype appeals to clients who want to work with someone that will help them make a huge, radical change in some area of their life.
  • It also appeals to clients who are rebels themselves and need to work with someone equally as bold and daring as they are.
The Rebel

“My prayer is that when I die, all of hell rejoices that I am out of the fight.”

~ C.S. Lewis ~

+ weaknesses

At her best...

The Rebel pushes us to see what over the next hill and the next horizon. She has the curiosity and more importantly, the courage to strive for a new and better life. She doesn’t do this for her own sake, but rather for the evolution of the entire tribe. She leads by example, pushing the tribe forward to evolve and expand.

At her worst...

She rebels for rebellion’s sake. Like the cliched teenager filled with rage, angst or fear, she challenges everything and anyone in her way with no clear meaning, goal or vision. She just wants to stir the pot and break things.

Traits & attributes

of this brand archetype

  • Bold
  • Brave
  • Daring
  • Striking
  • Dramatic
  • Emotional
  • Expressive
  • Edgy
  • Independent
  • Transformative
  • Outspoken
  • Blunt
  • Direct
  • Assertive
  • Provocative
  • Shocking
  • Stimulating
  • Impulsive
  • Fiery
  • Risk-taking
  • No holds barred
  • Nontraditional
  • Original
  • Revolutionary
  • Radical
  • Unconventional
  • Cutting-edge
  • Inspiring


The Rebel Brand Archetype
Archetypes in Branding

Resources for your journey

Spotify PlayList

A growing playlist of music on Spotify that add “flavor” and helps to personify the Rebel brand archetype.


Images for the Rebel for your branding & graphic design. From Pexels & Unsplash.

Pinterest Board
A Pinterest board of images, themes and inspiration representing  the Rebel brand archetype.
  • Hartwell, Margaret Pott., and Joshua C. Chen. Archetypes in Branding: a Toolkit for Creatives and Strategists. How Books, 2012.
  • Mark, Margaret, and Carol S. Pearson. The Hero and the Outlaw: Building Extraordinary Brands through the Power of Archetypes. McGraw-Hill, 2001.
  • Myss, Caroline M. Archetypes: Who Are You? Hay House, 2013.
  • Myss, Caroline M. Archetype Cards: an 80-Card Deck with Instruction Booklet. Hay House, 2003.
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The Rebel
Brand Archetype

is one of the 12 main brand archetypes

I will discuss all 12 in depth in the coming weeks. I want to provide some information on what businesses might best be suited for each archetype and what types of clients are attracted to working with each particular brand archetype. I’ll also provide some examples of visual branding and design resources + ideas for each brand archetype.

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