The Rebel

Disrupting existing structures, promoting brand loyalty.

Who Is She?

"Exist on your own terms." - Unknown

The Rebel actively seeks to rip up the rulebook.

Rebels see opportunity in dismantling existing paradigms as a way to create something newer, better and often cheaper. They position themselves as free-thinking outlaws – a romanticised and intoxicating social archetype.go

The Rebel brand archetype seeks to undermine the status quo so that people question it, search for better alternatives and – ta-dah – turn to them in the process.

Of all archetypes, Rebels inspire the strongest brand loyalty as their countercultural message resonates beyond just the product and into their customers’ lifestyles and philosophies.

Her Core Desire Is:

Her Brand Voice is Always...

Combative, Disruptive, Rebellious, Liberating

Example Brands Are...

Rihanna, Harley Davidson, President Donald Trump

Her Brand Connection Strategy

How She Connects With Women of the Same Persona

To appeal to a Rebel you need to prove to them first that you see the world as they do. Status Quo and Conformity are the common enemy and showing disdain for either will go a long way to resonating. Encouraging, facilitating or empowering revolution on the other hand, will make you an instant family (or gang) member. Formal communication should be avoided and your language and tone should be laced with grit and attitude.

Not Sure if this One Fits? 

Explore the other Purpose Personas by clicking the images below.