The Destroyer is interesting from a branding perspective as it probably the archetype which correlates most distantly from it’s branding persona, the Outlaw. I say this because there are many different elements to the destroyer and the outlaw persona is but one of them. However, this is the most relevant to us a business owners.

 

The Destroyer sounds pretty scary as it rather calls to mind Oppenheimer, but actually the Destroyer can also represent someone who has experienced loss and tragedy and has begun to rebuild their lives. This may be as an initiate who willingly  accepts the changes or as an Outlaw or perhaps as a revolutionary who undermines the patriarchy, the establishment to make way for a new order.

 

The Destroyer has wisdom inherited from their experiences and therefore has great courage when going to face the fear of the unknown. There is a freedom from moving beyond fear and Destroyers embody this by being free to live in the moment.

 

"Rules are meant to be broken"

THE GIFTS

The Destroyer has wisdom inherited from their experiences and therefore has great courage when going to face the fear of the unknown. There is a freedom from moving beyond fear and Destroyers embody this by being free to live in the moment.

 

At their best Destroyers deal with loss gracefully. They can cleanse themselves of old habits, possession and relationships as well as things which are no longer productive.

 

This allows them to take risks and accept life’s ups and downs.

THE CHALLENGES

At their worst, as you might imagine, Destroyers lash out at or harm others. They are guided by an ‘ends justify the means’ attitude which can make them ambivalent to breaking societal rules.

 

Outlaws As Customers

Outlaws often appear as romantic figures in fiction, from Hans Solo to Robin Hood. Whilst they may operate outside of the law, they often have their own internal codes to which they are exceptionally loyal.

 

However, Outlaws are often happy to be feared, wearing provocative clothing or making people feel unsettled. Outlaw brands often cater to those who feel alienated from society.

 

Harley Davidson, MTV and Jack Daniels are all Outlaw brands that appeal to counterculture statements. Movements, such as that inspired by Clarissa Pinkola Estes, Women Who Run With Wolves ,which try and tap into a more primordial and wild way of being, would appeal to the Outlaw customer.

 

Outlaws often feel helpless and seek to experience power, even if it’s only by having control over the shock value of those around them.

The Outlaw Profile

  • Core Desire: Revenge or Revolution
  • Goal: To Destroy what is not working, either for the Outlaw or society
  • Fear: Being powerless, trivialized or inconsequential
  • Strategy: To disrupts, destroy or shock
  • Trap: To break the law, societal or otherwise
  • Gift: Radical freedom

The Journey

Motivation: Feeling powerless, mistreated or under siege

Stage One: Self-identifying as an outsider, bucking conventional behavior and values

Stage Two: Behaving in shocking or disruptive ways

Stage Three: Becoming a rebel or revolutionary

Shadow: Criminal or immoral behaviour

Shadow:  Self-indulgence, irresponsibility, mean-spirited pranks