We Are All Equal!

This archetype displays the virtues of being an ordinary and regular person part of a fun group. The Everyman might also be known as the solid citizen who lives next door, the common man, regular gal/guy, regular Joe, or good old boy. Will Smith in the movie The Pursuit to Happiness well represents this archetype. Everyman wears regular clothes (even when they are rich) and are put off by any form of elitism. The core desire of the Everyman is connecting with other people, and just wanting to belong. They are afraid of being rejected or standing out. The Everyman archetype in branding is best used for:

  • Family Auto
  • Everyday Apparel
  • Home / Family

Brands that appeal to humble people who are striving for a bit more beyond the simple life. In order to appeal to Everyman, you must give them a sense of belonging. Use down-to-earth communication where no one is excluded, and be friendly.

The Everyman archetype is used by such famous brands as:

  • Wendy’s
  • Target
  • IKEA

Regular gal and guy brands usually have a no-nonsense, down-home quality which makes them appear to be genuine. Usually, these brands are affordably priced and fill a basic need. They frequently fill a void within the market and for most industries tend to be low-cost or entry-level.

The Regular Guy/Girl archetype is all about being down-to-earth, approachable, and relatable. Brands that embody this archetype convey a sense of friendliness, practicality, and a lack of pretension. Examples of brands that align with this archetype include IKEA, Target, and Levi’s.

A brand that embodies the Regular Guy/Girl archetype will typically use simple, straightforward language in their messaging, and will avoid anything that seems too fancy or exclusive. They might focus on promoting the functional benefits of their products or services, rather than trying to sell a lifestyle or status symbol.

One of the key advantages of using the Regular Guy/Girl archetype is that it can be very effective at building trust and loyalty with customers. By positioning your brand as approachable and relatable, you make it easier for customers to identify with and connect to your brand. This can help to create a sense of community and belonging, which can in turn lead to increased brand loyalty and advocacy.

Another advantage of using the Regular Guy/Girl archetype is that it can be very versatile. Because this archetype is all about being practical and down-to-earth, it can be applied to a wide range of different brands and industries. Whether you’re selling furniture, clothing, food, or technology, you can use the Regular Guy/Girl archetype to create a sense of approachability and relatability with your customers.

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