01. Brand Archetype Introduction

Outlaw Brand Archetype: Liberation

Core Motivations: The Outlaw archetype exists to disrupt the status quo, catalyze bold change, and liberate others to reclaim their power by rewriting the rules.

The Outlaw archetype is driven by a deep desire to disrupt, liberate, and dismantle what no longer serves. This brand is here to challenge outdated systems, defy convention, and awaken personal power by breaking the rules that keep people small.
It isn’t rebellion for the sake of chaos—it’s rebellion in service of revolution. The Outlaw leads with unapologetic truth, calling in those who crave radical change and a new way of being, building, and leading. </aside>

Core Emotions

These are the core emotions your brand is designed to evoke—through your content, conversations, offers, and overall presence. Whether someone is scrolling past your posts, joining a live, or reading your sales page, these emotions create the energetic signature of your brand. They shape how people feel in your world—which is ultimately what they remember, trust, and buy into.

Edgy, Bold

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Liberation

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Rage→ Power

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Defiance

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Unapologetic Confidence

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Disruption

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Rebellion

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Wild/Euphoric Joy

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Audacious Integrity

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02. Content & Brand Message

Core Brand Message

The Outlaw’s brand message is a bold call to reclaim your power, break free from what no longer serves you, and lead a movement that challenges the rules.

The Outlaw’s brand message is a rallying cry. It disrupts the norm, calls out the systems that don’t work, and empowers the audience to reclaim their voice, power, and autonomy. The Outlaw doesn’t sugarcoat or soften the truth. Instead, they offer a bold invitation to burn down what's broken and build something better.
This archetype doesn’t just rebel for the sake of it—their rebellion is rooted in purpose. They challenge outdated paradigms and systems, not just to cause chaos, but to liberate people from false limitations and ignite transformation. Their message resonates most with those who feel boxed in, silenced, or disillusioned with the status quo. </aside>

Core Voice

The Outlaw’s voice is provocative, punchy, and powerful—designed to cut through the noise, stir emotion, and ignite rebellion.

Raw and unfiltered: Speaks the truth, even when it’s uncomfortable or controversial.
Bold and confrontational: Doesn’t shy away from calling out what’s broken or outdated.
Punchy and powerful: Uses short, impactful statements that grab attention fast.
Rebellious and unapologetic: Dares to say what others won’t. Zero sugar-coating.
Magnetic and intense: Commands attention with conviction and emotional charge.
Truth-telling and liberating: Speaks to the parts of people that want to break free.
Disruptive yet empowering: Challenges the status quo while uplifting the reader to rise.
Direct and no-BS: Clear, straight-talking tone that doesn’t waste words or time.
Activating and galvanizing: Designed to wake people up and spark immediate action. </aside>

Content Do’s | Content Don’ts

Content Do’s

Swear words, bold, direct, unapologetic

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Brand Message Examples

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01. Brand Archetype Introduction

Outlaw Brand Archetype: Liberation

Core Motivations: The Outlaw archetype exists to disrupt the status quo, catalyze bold change, and liberate others to reclaim their power by rewriting the rules.

Core Emotions

02. Content & Brand Message

Core Brand Message

The Outlaw’s brand message is a bold call to reclaim your power, break free from what no longer serves you, and lead a movement that challenges the rules.

Core Voice

The Outlaw’s voice is provocative, punchy, and powerful—designed to cut through the noise, stir emotion, and ignite rebellion.

Content Do’s | Content Don’ts

Content Do’s

Brand Message Examples

03. Visual Identity