The medical brand, Abbott Laboratories position themselves well as an Explorer. They are all about the richness of life, supported by their tagline “Life.To the fullest”. The vocabulary used in their marketing communications cleverly references discovering and exploring; For instance, the tagline in one of their advertising pieces is “ At our healthiest we are unstoppable”. The focus of the language is from a customer’ perspective. Their life is a journey, with Abbott there to assist them when necessary.
In general terms, Explorer brands help their customers to share in new experiences, to stretch and grow and ultimately to step out of their daily routine. They are driven to create new and exciting products or experiences and are often ahead of time, willing to take tough stands for something they believe in.
The Explorer Archetype is beneficial for Abbott because it allows them to communicate who they are without the need to go into technical (sometimes boring), features and benefits explanations of the products they create. They “own” their visual style by using outdoors imagery in their advertising which helps communicate their commitment to discovering new ways to make life better. The use of emotive and bold music in their marketing videos also support their positioning as an Explorer brand because it reflects the idea of life being an adventure.
Another example of an Explorer brand is The North Face. They are a brand of adventure, outdoor clothing and equipment for hiking and camping. This is a stereotypical fit for an Explorer brand as getting outdoors are all activities that Explorer consumers do, so it makes sense for them to market themselves as an Explorer brand to fit with the needs of their audience. To stand out in the industry, they have embraced and live the Explorer Archetype through all their touch points; They sponsor a series of trail running events all around Australia, and they host an initiative called The North Face Adventure Grant, which offers $10,000 to valiant explorers looking to head off on their dream expedition.
Marketing your brand as an Explorer brand will help you communicate your quest (and that of your clients) for authenticity and discovery. You will often be regarded as a brand that helps customers express their individuality through the process of exploration.
Do you think your brand would stand apart by positioning itself as an Explorer? How else could stand apart to this Archetype? It’s in your language, your visual communication, your social media, and at the very heart of your brand – its people. Want to learn more about your Archetype? get in touch today.