Your brand archetype is

The Rebel

The Rebel archetype is all about shaking things up. They thrive on being a disruptive force, and whether they’re doing it for themselves or to help others, they’re gonna make some noise. Now, at their worst, these guys can get a little angry and lash out, but at their best, they’re inspiring change and making people question the status quo. Think civil rights activists or other folks who wanna turn the world on its head. Rebels also dig into those dark, taboo areas of life that most people try to avoid. So, if you’re a brand that’s all about tearing down the system, putting out radical new ideas, or just being different for the sake of being different, you might just be a Rebel.


To disrupt and revolutionize what’s not functioning.

Brand voice

Rules aren’t meant to be followed, they’re meant to be broken.

Innate Advantage

Disruptive, Liberator, Confrontational, Change

What clients feel

Rejects status quo, appreciates unconventional, and values unique, shocking content.


Disrupt the norm and innovate with boldness.


Status Quo, Conformity, Rules, Repetition

The Rebel Archetype overview

The Rebel brand archetype is all about developing radical ideas and products. They’re the revolutionaries who shake things up and bring inspirational changes. The Rebel’s greatest fear is powerlessness and they strive to expose what isn’t working in the world and overturn it. They’re action-orientated, brave, and adaptable, positioning themselves as an alternative to the mainstream. Successful Rebel brands have a cult-like following of people who’ve lost faith in traditional choices and are attracted to Rebel’s energy. However, Rebels need to be careful not to come across as too reckless.

levels of the rebel archetype

Archetypes come in levels. The higher the level, the more advanced the brand. The lower the level, the more basic it is. Simple as that.

Level 1

Seeks to disrupt industry norms. They cultivate a cult-like following of loyal customers who value unconventional and shocking content.

Level 2

Shake up the norm with bold and disruptive moves

Level 3

Transforming into a true revolutionary.

The Rebel Archetype in action

If you’re looking to shake things up and question the status quo, the rebel archetype is your go-to. Think motorcycle dealers, edgy clothing companies, and activists – anywhere that challenges the norm. Even in movies like Wolverine, Guardians of the Galaxy, and Robin Hood, the rebel archetype is alive and well. Speaking of Robin Hood, he’s the ultimate rebel. His mission is to take from the rich and give to the poor, rebelling against the ruling class and fighting for the oppressed.

Example of brands that uses the Rebel Archetype

Leverage your Archetype,
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Hey there, it’s Michele. Nice to meet ya! And get ready, ’cause I’m gonna shake up the way the world sees your brand…forever.

I created to support ambitious, purpose-driven leaders and turn their unique journeys into irresistible brands.

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Build a brand that’s so irresistible, it’ll pull your
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Get crystal clear on who your ideal clients are, how they see you, and how you can serve ’em like nobody else.


Create an attractive Messaging

Craft a message so irresistible, your dream clients won’t be able to ignore it. A message that hits ’em right where it counts – in their core desires. That’s how you make ’em come running to you.


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Translate the magic that happens in your 1-1 interactions into a powerful digital presence.

Let our clients do the talking, ‘
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Co-founder at HUH Institute

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