They embrace the Explorer Archetype by marketing themselves as having a “spirit of discovery”, which is a key characteristic of Explorers brands. As Explorers, Lilly has a history of being constant pioneers in the development and production of different medicines. Which is constantly communicated through their various marketing communications. What we love about Lilly is that their brand positioning is based on their founder’s quote “Take what you find here and make it better and better”. This clearly communicates their drive to create new products ahead of their time that can make life better for people around the world.
“Take what you find here and make it better and better”
In general terms, the Explorer Archetype is characterised by being independent, adventurous and daring. They seek to distance themselves from a regular guy/gal as they are never a “conformist” brand. Brands that create products that make people feel free, or pioneering always do well to position themselves as an Explorer.
For Lilly, the Explorer Archetype is particularly beneficial because the medical industry requires constant research, commitment to being constantly “exploring” so they can discover medicines that help people live longer and healthier lives. Lilly stands out and sets itself as a leader in the industry by implementing elements in their marketing communications that help inform their vision of “changing frontiers of what is possible in medicine”. As well as their vision of “providing a new sense of hope for people suffering from some of the world’s most debilitating diseases”. For instance, the scenery used in their marketing videos is all shot outdoors, it is about putting people in life and understanding that this life can continue to get better and better. The music choice really supports that life should be an adventure, epic even but definitely lived.
Another example of a well known Explorer Brand is Nasa. They are driven by desire for life-altering experiences. Their vision is to “reach for new heights and reveal the unknown”, which is basically what Explorer consumers seek to do, they want to divulge and experience the unknown.
In summary, Explorer brands are non-conformist and are usually at their best when they are enabling their customers to take a journey with them. By exploring, each customer has the chance to learn a little more about themselves.
How else can you 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. Brandonian wants to help you awaken your Archetype, so get in touch today.