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Core Motivations:

• Liberation (freedom)
• The Outlaw brand archetype is all about disruption, liberation, breaking the rules, and empowering others to defy convention. Think: edgy, bold, revolutionary. They attract those tired of the status quo and inspire transformation through rebellion and freedom. </aside>

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Core Emotions:

• Edgy, bold, revolutionary.
• Disruptive, defiant
• Rage (at first) —> transmutes into power
• Liberation (freedom) finally free to be who I am
• Unapologetic confidence—> borderline arrogance
• “take it or leave it”
• Wild joy </aside>

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Example Brand Message:

• "I’m not here to fit in. I’m here to wake you up, burn down what’s no longer working, and rebuild something better.”
• "You don’t need permission. You need power. Let’s unlearn the rules that kept you small and build a brand that’s finally yours.”
• "The future doesn’t belong to the obedient. It belongs to the ones bold enough to build it their own damn way.” </aside>

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Brand Voice:

• swear words, rebellious, disruptive
• Bold, provocative, rebellious, unapologetic
• Direct, punchy, raw, and emotionally charged—often challenges norms and status quo
• Rhythm: Tends to be short and sharp. Sentence fragments are powerful tools. Think: “Not here to play nice. Here to make change.” </aside>

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Tonality/ Messaging Style:

• DO’s:
• Don’t: </aside>

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Ideal Content/ Content Prompts:

• what does your industry believe, that you don’t align with? Why?
• Swear words

🧨 Content Ideas & Prompts (Outlaw Archetype)

🧠 Myth-Busting / Rebel Thought Leadership

• “5 lies the ___ industry has sold you (and what to do instead).”
• “Why ‘playing it safe’ is killing your growth.”
• “The hidden cost of following the rules—and how I stopped paying it.”

🔥 Permission-Giving / Activation

• “Here’s your permission slip to burn it all down and rebuild from power.”
• “You are allowed to say no. To say fck no.”
• “What would your life look like if you stopped asking for approval?”

🧨 Personal Story / Brand Journey

• “The moment I realized I wasn’t meant to follow the rules.”
• “I lost __ by walking away from the old way—but I gained ___.”
• “Here’s how I built my business by doing the opposite of what they teach.”

💣 Bold Calls to Action

• “If you’re ready to say no to playing small, come with me.”
• “Only apply if you’re done doing what you’re told.”
• “This isn’t for the faint of heart—and neither is your vision.” </aside>

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Visual Brand/Aesthetic:

• bright colors, bold, loud </aside>

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Primary Target Demographic:

• those tired of status quo, those ready for change and ready to rebel and break rules </aside>

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Reference Brands:

• Harley-Davidson, Glossier (early days), or Rihanna’s Fenty
• Diesel (fashion brand)
• Banksy
• MTV— early 2000s
• Vice Media
• Dr. Martens
• Liquid Death
• These brands don’t just say they’re different—they’re willing to alienate the norm to attract their people. They take bold stands and build cult-like loyalty through identity, emotion, and unapologetic truth. </aside>

Potential Questions: