Rebel, Maverick, Revolutionary, Gambler, Reformer, and Activist.
The Outlaw has a desire for revolution, partly to change the world for the better and partly for the anarchy involved. They have a disdain for rules, regulations and conformity that would remove any form of their freedom of choice (or anyone else’s).
They are good at the core but anger is part of their motivation, which can become the dominant force.
Without a fight, they are lost.
The Outlaw Brand defies the status quo and doesn’t apologize. They energize, take risks, and find ways to fix and make better. Sometimes the rules need to be bent or broken. The Outlaw is willing to go there when others are not.
Provide the thrill, the risk, the adrenaline your clients are seeking. Be the catalyst for change by going out on a ledge. Be brave when others can’t. Do the undoable. Achieve the impossible!
The Outlaw Brand has the ability to takes things too far, to offend and to be overly critical. Rule-breaking may be an idea that rubs some people the wrong way.
Fight the Power! The worst thing for an Outlaw brand is to feel powerless, constrained, and unable to evoke change. Being "common" or "traditional" is worse than being "wrong."