The Rebel brand archetype is all about leaving a legacy, and they do this through liberation. Therefore, they can also be known as the outlaw, the revolutionary or the pariah.

Rebels are seen as disruptive and irreverent – they are rebellious and seek to shake up the status quo. This is often through their main goal -tearing down what doesn’t work and starting anew. They have a strong desire for revolution and don’t mind being the ones to start it.

As such, the Rebel has a simple message – rules were made to be broken. This message can be pretty simple to create but difficult to master without coming off as standoffish. As such, Rebels need to be aware that their message will certainly ruffle a few feathers. A ‘shock and awe’ strategy is often a great way for them to market. They are motivated by liberation, change and independence and are at their best when a client just lets them get on with it.

A Rebel’s greatest fears are being powerless or conforming . Therefore, when they are being a disruptive force, they need to be able to back up their plans and explain them to their market. Additionally, they also need to be aware of when they are pushing the wrong boundaries. In other words, they need to understand the difference between disruption and petulance.

What makes a Rebel brand work?

At their best, Rebel Brands have the ability to create incredible change. Additionally, good Rebel brands can create awareness and become a force for exceptional good in the world. Rebels attract those who feel powerless and have a need to break their shackles and be free. As such, they can sometimes be seen as unprofessional to the casual observer, which can put people off interacting with the brand.

Despite this potential for misunderstanding, Ruler Brands make some of the best alternative brands. Edgy clothing, motorcycle and activist brands are all great examples Additionally, they make great brands in industries where they are prepared to go against the norm. Above all, they have the ability to bring disruption and free thinking to a task. This means they are not afraid to do what’s never been done before. Ruler brands are great at becoming trend setters.

If you’re interested in finding your Brand Archetype and how it can help your business, contact us here. Alternatively, book onto our Brand Adventurer course to discover even more about your brand.



Our example of a Ruler Brand in the ONLE Network comes in the guise of Diverso Accountants. Headed up by Sean Toomer (the Cristiano Ronaldo of Accountancy), Diverso’s goal is to shake up the accountancy world, taking it away its traditional ‘grey suit’ model and injecting some real change. Sean’s motivation for building the company is based in motivating major change in the industry, making it slicker and cooler.

Diverso are all about giving the little guy a the best they can, especially when they’ve had problems with other accountants. As such, Diverso hate conformity, and this shows in their brand.

Bright colours and strong words are used to give the Rebel effect in an otherwise very beige industry. Sky blue with hot pink accents creates attention grabbing marketing that stands out and shows a different way of doing things. Additionally, their brand photography is very disruptive – not a suit to be seen, and a focus on individuality.