YOU'RE AN OUTLAW! BOLD, UNAPOLOGETIC AND READY TO REWRITE THE RULES.
Welcome to the exclusive club, rebel! As an Outlaw, you’re here to challenge the status quo, inspire others to break free, and create movements that can’t be ignored.
Your brand? It's more than a business- it's a revolution with a distinctive edge that stands out through bold messaging and unapologetic authenticity.
You take my popular saying "People will love you and hate you for the same things" and run with it as a battle cry for the other black sheep!
P.S- Get your notebook out because what you are about to dive into is a masterclass on leveraging your rebel edge!
WHAT IT MEANS TO BE AN OUTLAW.
As an Outlaw, your mission is clear: tear down the old, create something new, and lead with unapologetic authenticity. You thrive on freedom, innovation, and the power to inspire others to think differently.
Outlaw brands challenge conventions and call their audience to action with bold messaging and boundary-breaking ideas. Whether you’re rallying against outdated systems or building something extraordinary, your voice is magnetic to rebels, visionaries, and changemakers.
While the "rebel" may not be as universally admired, like the "Everyday woman/ Everyman", this archetype is powerfully magnetic and possesses a broad appeal with anyone that identifies with being a "black sheep" or who "thinks different".
In fact, Apples "Think Different" campaign spoke directly to the rebels, the misfits, and those who "think different".
The Outlaw’s Edge: Thriving Through Rebellion
The Outlaw archetype thrives on breaking the rules and dismantling the status quo to create something bold and transformative. Your audience isn’t drawn to the polished or predictable—they’re inspired by your ability to stand out, challenge norms, and ignite change.
When building your brand, focus on these core strengths:
1. Authenticity: Speak boldly and unapologetically about what matters most to you. Outlaws connect deeply with those who feel left out by the mainstream.
2. Bold Values: Your brand thrives on having a cause—something bigger than products or services. Show your audience you stand for something, and they’ll follow you anywhere.
3. Edgy Storytelling: Don’t just tell a story—tell the truth, even if it’s raw or uncomfortable. Outlaws earn trust by saying what others are afraid to.
Connecting with Your Niche:
Your niche is full of rule-breakers, rebels, and visionaries who crave freedom, authenticity, and change. To connect with them:
• Use messaging that challenges their beliefs in a way that inspires action.
• Build a brand aesthetic that reflects your rebellion—raw textures, bold fonts, and darker palettes.
• Show them they’re not alone in their fight to break free and build a life or business on their terms.
Outlaws come in many forms- here's where you might find yourself:
The Outlaw archetype is bold and rebellious, but it’s not a one-size-fits-all identity. Within the Outlaw family, there are different shades of disruption and independence. If you resonate with aspects of the Outlaw but feel there’s another layer to your energy (Or maybe the idea of railing against the system sends your FitBit into panic mode), don't worry. I got you. You might align with one of these closely related archetypes:
1. Maverick (The Visionary Trailblazer):
• The Maverick is an independent thinker and innovator, boldly carving new paths and taking risks others shy away from.
• Pop Culture Example: Alexander McQueen is a quintessential Maverick archetype. His work and legacy are defined by a rebellious spirit, pushing the boundaries of fashion while maintaining a deep commitment to artistry and innovation.
2. Activist (The Provocative Advocate):
• The Activist is driven by passion and a sense of justice, working tirelessly to disrupt systems and ignite meaningful change.
• Pop Culture Example: Erin Brockovich—fearlessly exposing corruption and advocating for those without a voice.
3. Reformer (The Uncompromising Idealist):
• The Reformer seeks to tear down flawed systems to rebuild something stronger and more just, always focused on improving the world.
• Pop Culture Example: C.S. Lewis embodies the Reformer archetype through his unwavering commitment to exploring and communicating profound truths, often challenging cultural norms and inspiring moral and spiritual growth. As a writer and thinker, Lewis sought to reshape how people viewed faith, morality, and the human experience, using his works to guide others toward transformation.
If you pulled the Outlaw card, it’s because you embody the spirit of rebellion, freedom, and unapologetic authenticity. Whether you’re a bold disruptor, a passionate reformer, or a trailblazing maverick, your archetype is rooted in breaking norms and building something extraordinary.
And, regardless of where you fall within the family everything on this page still applies to you! So, welcome to the club!
OUTLAW BRANDS DEMAND ATTENTION. HERE'S HOW YOURS CAN STAND OUT.
(If your brand has the flavour or magnetism of burned toast that sat out too long... you may need a rebrand 😉)
Outlaws don’t follow trends—they start them... and they rarely do what you expect them to do (Rihanna.. Where's the new album, girl!).
Here are some iconic brands and figures who embody the Outlaw spirit:
• Brands: Harley-Davidson (freedom and rebellion), Diesel (campaigns like "Be stupid" pushed boundaries!), MTV (rebellious, breaks the rules... a bit unhinged), Apple (thinking different).
• Personal Brands: Rihanna (unapologetic creativity), Miley Cyrus (pushing boundaries in many ways!), Elon Musk (challenging mainstream media and being unapologetically himself), Madonna (need I say more!).
What do they all have in common? A commitment to boldness, authenticity, disrupting systems, and standing apart....
And you don't need to be in their world long to feel it!
EVERY ARCHETYPE HAS ITS LIGHT AND DARK- HERE ARE YOURS!
The Outlaw archetype is bold, rebellious, and unafraid to shake things up. You’re driven by a desire for freedom, transformation, and challenging the status quo. But even rebellion comes with its challenges. Understanding your strengths and potential pitfalls helps you harness the full power of your archetype and ensure your brand disrupts in all the right ways—without alienating your audience.
Strengths:
• Fearlessly bold, creating loyalty among like-minded rebels.
• Clear, authentic messaging that resonates deeply.
• Innovates and inspires, turning small ideas into movements.
• Easily grabs attention in saturated markets.
Challenges:
• Risk of alienating more traditional audiences.
• Struggles with overcommitting or going “too big” without a clear plan.
• Can sometimes intimidate or overwhelm.
• Rebel without a cause will not ask for help or refuse advice that will move their business forward.
Clear messaging is critical for the outlaw, otherwise other outlaws won't see you and you will always be a bit "off" for the masses.
The Key to Building a Stand-Out Brand as the Outlaw
The Outlaw thrives on pushing boundaries, but the key to success is balancing your bold, disruptive energy with intentionality. While you’re here to challenge norms and inspire transformation, it’s important to stay grounded in your audience’s needs and desires.
Think of iconic Outlaw brands like Harley-Davidson: they create a sense of rebellion, freedom, and edge, but they also make their audience feel included in a tribe. Your goal is to be bold without isolating those who might not fully understand your vision yet.
Here’s how you do it:
• Lead with purpose: Your boldness should always be tied to a clear “why.” When people see the intention behind your rebellion, they’ll rally behind you.
• Invite, don’t alienate: Challenge your audience to think differently, but don’t leave them behind. Show them how your bold moves benefit them.
• Be consistent: Your brand’s boldness should feel authentic, not gimmicky. Consistency builds trust, even when you’re challenging the status quo.
When you balance rebellion with relatability, you create a brand that’s unforgettable and magnetic. You’ll inspire others to embrace their own boldness while creating a loyal community that shares your vision for change.
YOUR OUTLAW BRAND TOOLKIT
Everything you need to start kicking a$$ as an Outlaw (I would know... I'm one!)
BRAND VOCAB- THE OUTLAW WAY
You want your brand vocabulary to be rough around the edges, make BOLD claims (that you can back up), and be magnetically provocative.
Showcase how you are daring and unafraid to take risks to pave the path for other like minded people.
Examples of words to include:
- Revolution
- Trailblazing
- Daring
- Unapologetic
- Authentic
KEY VISUAL ELEMENTS OF THE OUTLAW ARCHETYPE:
How you look is just as important, especially for the rebel!
Think of Rihanna. She doesn't even have to open her mouth and you know the woman has an edge!
1. Edgy and Rebellious Aesthetic:
• Think leather jackets, distressed materials, dark color palettes, and raw textures that symbolize breaking free from societal norms.
• Examples: Black, deep burgundy, dark gray, muted metallics, and bold contrast tones like blood red or electric teal.
2. Intentional Imperfection:
• Outlaws thrive in a world of rebellion, so the visuals should avoid looking “too perfect.” Use asymmetry, distressed fonts, and gritty textures in designs.
3. Statement Pieces:
• Incorporate signature elements (I have my barbed wire choker) or rebellious accessories that become part of the visual identity.
• Symbolic imagery: Chunky belts, boots, jeans with concert T and leather jacket, chunky rings, layered necklaces... You get the idea! Go bold!
The Outlaw archetype isn’t just about breaking the rules—it’s about embodying the energy of rebellion in every detail of your brand. From edgy typography to statement visuals, the Outlaw’s aesthetic demands attention and commands respect.
BONUS VOCAB TIP JUST FOR OUTLAWS!
As V says, "Words offer the means to meaning, and for those who will listen, the enunciation of truth. And the truth is, there is something terribly wrong...." with the below words, if you are an Outlaw!
If you want to ignite change and build a brand that defies the norm, it’s time to choose language that liberates—not language that conforms.
Avoid this language at all costs:
1. “Easy” or “Effortless”
• Outlaws value grit, boldness, and the willingness to disrupt. Words like “easy” or “effortless” can come across as superficial or dismissive of the hard work they know is required to break norms and create change.
2. Popular Slang or Trendy Phrases
• The Outlaw archetype thrives on individuality and authenticity. Using overused phrases like “slay,” “boss babe,” or “vibes” undermines the edgy, nonconformist appeal.
3. “Aligned” or “Flow”
• While alignment and flow may resonate with some audiences, Outlaws often reject the overly spiritualized or passive language common in many industries. Instead, they prefer action-driven and unapologetically direct terms.
4. Industry Jargon
• Words like “synergy,” “manifest,” or “flow” may alienate the Outlaw audience and conflict with the Outlaw's core ethos of taking charge and creating their own rules.
5. “Perfect” or “Polished”
• Outlaws embrace imperfection and authenticity. Highlighting the messiness of growth and rebellion is far more relatable to this archetype than chasing perfection.
Creating a Signature Look: The Power of Repetition
I know repetition can feel.... boring... for the Outlaw. But hear me out:
The best way to create an intentional and recognizable brand is to repeat outfits or key elements of your style. You don’t need to constantly reinvent your look to stay “on brand”—in fact, consistency is your superpower in branding, including in how you look (Think of Taylor Swift's makeup! When was the last time girlfriend went off brand?)
Think of your brand as the most fully expressed version of you. If you were stepping onto a stage, what would you wear to feel completely aligned with your archetype? That’s the energy you want to bring into your brand.
Why Repeating Outfits Works:
• Familiarity: Repeating signature pieces creates a sense of comfort and connection for your audience. They begin to associate specific elements of your look with your brand identity.
• Predictability: This builds trust and recognition. When your audience sees you, they know what to expect—and that reliability fosters loyalty.
• Intentionality: By choosing and repeating statement pieces, you communicate that every detail of your presence is thoughtfully curated and meaningful.
What This Means for You:
• Select a few key statement pieces that reflect your archetype. These might be accessories, colors, or outfits that you repeat regularly.
• Even if you’re not “dressed to the nines” 100% of the time, your intentional choices in key moments will create a strong and memorable impression.
• Simplicity doesn’t mean limitation—it means clarity of identity.
A P.S With An Outlaw Edge:
And let’s be real—if you put more thought into how you looked in corporate than you do in your personal brand, don’t be surprised if your brand ends up being forgettable. Branding isn’t just what you say—it’s how you show up. So, make it intentional...
Or not... But then you lose the right to complain that you aren't stopping the scroll!
TWO MUST KNOW POWERFUL POSITIONING
SECRETS FOR THE OUTLAW!
ORIGINALITY - It’s not just being different for the sake of being different. That feels forced and will push away your people.
You look at a situation and simply see it in a different way.... you (to take Apple's words!) think different and therefore naturally challenge the status quo.
Trying too hard to stand out or forcing it will feel forced. Just be you.
EXCLUSIVITY - Make your clients and customers feel like they are part of the gang. It's a safe place for other misfits and black sheep.
Easter Eggs, Gamifying content, and having them do something in order to get a special deal or be part of an event are fun ways to create your secret club.
The first rule of this club though? Don't talk about the Outlaw club. The second rule?
Oh, shoot, no, that's a rule for Fight Club.
Anyway, this is called providing “Gated Offers” and is a fantastic concept for the Outlaw.
LEVERAGE CHAT GPT TO CREATE YOUR OUTLAW BRAND
Hey, I know what you are thinking. I felt the same when I first dove into AI! You don't have to tell anyone you use it... but use it!
1. Bold Mission Statement + Captions
“Hey Chat, my brand archetype is the Outlaw. I specialize in (insert niche) and am driven by (insert what drives you, like rebellion, freedom, etc.). The problem I solve is (insert problem). Can you craft a bold mission statement that positions me as a disruptive thought leader in this niche? Then, create 3 Instagram captions that ignite curiosity and attract rule-breakers and changemakers to my brand.”
2. Tagline Creation
“Hey Chat, I just discovered my brand archetype is the Outlaw, and I want a tagline that challenges the status quo. I’m a (insert your title) who believes in (insert value or cause). Can you create a tagline that positions me as a bold, disruptive thought leader in (insert niche) and resonates with people who want to break the rules and create change?”
3. Captions for a Bold Brand Launch
“Hey Chat, I’m preparing to launch my bold, unapologetic brand based on the Outlaw archetype. I help (insert who you help) by solving (insert the problem you solve). My mission is to (insert mission). Can you write 5 Instagram post captions that will electrify (insert your audience, e.g., women entrepreneurs, creatives) and make them feel inspired to join my movement?”
4. Instagram Bio + Content Alignment Check
“Here’s my Instagram bio and screenshots of my first 3 posts: [Paste details]. My brand archetype is the Outlaw, and my niche is (insert niche). I help people (insert how you help). If you were part of my target audience, would my profile stop you in your tracks and make you want to follow me? Why or why not? Based on my bio and posts, what are 3 things I could do to make my profile align more with the bold, disruptive energy of the Outlaw archetype?”
5. Movement-Inspiring Email
“Hey Chat, I’m building a bold brand based on the Outlaw archetype. My strengths are (insert strengths), and my mission is to lead a movement that (insert brand’s mission). Can you write an email that inspires my audience to join me, positions me as a rebellious thought leader, and shows them what’s possible when we disrupt the norm in (insert industry)?”
Why These Prompts Work
Outlaws thrive on breaking boundaries and challenging the status quo... but your messaging may not currently be matching that rebel spirit!
These prompts help you identify where your messaging might feel too conventional or restrained and provide a bold framework to amplify your rebellious energy.
Plus, let’s be real—this is the next best thing to working with me. Having my brain curate these ChatGPT prompts for you is like getting a sneak peek into how I’d refine your brand if we worked together ;)
It's time to cut through the fluff and inspire bold action, rewrite the rules, and turn your audience into paying clients!
And don't forget to tag me , on Instagram in what you came up with! Click (HERE) to follow me!
IF ANYONE CAN CHANGE THE WORLD-THE OUTLAW CAN.
The Outlaw Brands Are Bold, Revolutionary, and Set To Challenge The Status Quo—Yours Can Be Too.
ABOUT ME: A FELLOW OUTLAW
I’ve been building brands since I was 12 years old. Back then, I wasn’t sitting in a corporate boardroom—I was studying pop stars, diving into pop culture, and starting charities to raise money for planting trees!
What started as a childhood obsession around pop star brands turned into a lifelong passion and has spanned many niches!
The truth? I didn’t go to Harvard, but neither did Steve Jobs. And let’s be honest: the best ideas don’t come from playing it safe or following the status quo. My journey isn’t about elite institutions or fancy titles—it’s about grit, real-world experience, and a relentless drive to help good people create extraordinary things.
It's kinda the Outlaw Way.
My mission is simple: I believe good people do great things with more money. When entrepreneurs who care deeply about their work gain the clarity, confidence, and income they need to scale, they don’t just build businesses—they build movements.
As an Outlaw myself, I know what it takes to break the mold and carve your own path. I’ve lived it. My approach isn’t for the faint of heart—I’ll challenge you, push you, and make sure your brand is aligned, impactful, and impossible to ignore.
So, are you ready to stop blending in and start building a legacy? Because I’m here to guide you every step of the way.
TAKE THE NEXT STEP IN YOUR OUTLAW JOURNEY
Your brand deserves to be as bold as you are. Here's how to keep building your movement and refining your message!
THE PODCAST FOR SERIOUS OUTLAW ENTREPRENEURS READY TO SCALE (by design!)
Dive deeper into how archetypes, human design, and bold storytelling can transform your brand.
On the Brand (by design) podcast, we cover everything from decoding your unfair advantage to building a business that breaks the mold.
READY TO TURN YOUR ARCHETYPES INTO INCOME?!!
Learning your archetype is the first step—now it’s time to leverage it into getting PAID for what you are best at!
For a limited time snag the "Turning Archetypes Into Income" Workshop for ONLY $11!!!!!
PEOPLE THAT THINK DIFFERENT CHANGE THE WORLD...
Being an Outlaw means you’re not afraid to lead, to disrupt, and to create change where it’s needed most. It’s not always the easy path, but it’s the one worth taking.
Remember: the movements you’re building today have the power to change lives tomorrow.
If you’re ready to turn your rebellious spirit into a brand that inspires loyalty and drives impact, I’m here to help you every step of the way.
Let’s build something the world can’t ignore.
P.S- Remember. We don't talk about Outlaw Club! The other archetypes may get jealous ;)
PSST, BEFORE YOU GO...
...keep an eye out in your inbox on Friday's!
There may be something extra special delivered straight to your inbox...
And you won't want to miss this if you are serious about scaling your brand!