The Rebel brand archetype’s goal is to break everything that doesn’t work right. Brands that identify as The Rebel aim to disrupt, shock, and defy the status quote. Conforming to standards or being trapped are the enemies of The Rebel. 

The Rebel brand archetype is an expert in developing truly radical ideas, services, and products. Some Rebel Brands can be seen as revolutionary and these are the ones that must be careful about coming across as too reckless and shaking things up endlessly.

Craving revenge, the Rebel’s greatest fear is powerlessness. They expose what isn’t working in the world and then overturn it in their own way. Action-orientated, they will bring fresh perspectives, new outlooks, and inspirational changes.

At their best, they are brave, adaptable, and free-spirited and they will position themselves as an alternative to the mainstream, making an effort to stand out. Rebel brands that are successful usually will have a cult-like following of all the people who have lost faith in traditional choices and are attracted by the Rebel’s energy.