Brand Archetype Evolution: When the Outlaw Becomes a Creator

Remember 1984? Guess who this is.
It's possible for a brand to break through to their audience as one archetype but to develop a closer alignment to another as it evolves as in this example above.
Brands can evolve as we do. Especially when their market matures. The brand aligned with creatives who wanted to change the world and then everyone became a creative.
What does your archetype need to be for you?
What archetype align most closely with the desires of your audience?
For example: Do they need someone they can trust and rely upon to get things done? Do they need someone they can feel comfortable with, like they belong? Do they need someone who can help them step outside their comfort zone, and get clarity on their path?
Each archetype has inherent personality attributes we associate with.