The Rebel Brand Archetype

aka the outlaw

The rebel brand story arch is about breaking the rules, going against convention and questioning authority.

You are known as a change agent.
You're the advocate brand, the brand that paves the way for change.
People come to you without a voice and stand behind your boldness.
Your customers resonate with Nicki Minaj, Samuel L. Jackson and Issa Rae.
Modern brands today include VICE and Gary Vaynerchuck.


to break the rules, question authority, and challenge ways of thinking

traits and characteristics:

loud, bold, rebellious, advocate, wild, strong, resolute, undaunted, enterprising, revolutionary, recalcitrant, defender, spokesperson, supporter, speaker, expounded, substantial, tenacious, capable, secure



famous Rebel phrases and quotes:

I recognize the council has made a decision, but given that it's a stupid-ass decision, I've elected to ignore it.”
― Samuel L. Jackson
"The advantages of black hair are infinite."
― Issa Rae
"You gotta be a beast. That's the only way they'll respect you."
― Nicki Minaj

Want to learn how to use the rebel archetype in your brand's personality with messaging and content that drives measurable growth?

Order Your Brand Voice + Words Report.