Brand Archetype
The Everyman
The Everyman brand archetype is the typical girl/boy next door kind of type. Approachable and humble never aiming for a quick sell. This archetype prefers to sit down, crack open a beer and talk a little bit about life. The Everyman is universally relatable. We all can relate in some way to the Everyman.
Above all, this archetype is all about quality over quantity.
Everyman brands give people a sense of belonging. They have an everyday functionality. These brands often use low to moderate prices. It is important for the Everyman brand to be different in a positive way from more exlusive or higher-priced brands. In other words the Everyman brands have the common touch, solid virtues and give a sense of belonging.
All brands need a personality, is the everyman yours?
BRAND VOICE
Humble, honest and friendly.
brand experience
Feeling valued and included.
BRAND CULTURE
Work hard & make people feel valued.
Goal
To be relate and to belong to others.
STRATEGY
Develop solid values, being down to earth and accessible.
DESIRE
Desire to being accepted and accepting others.
MOTTO
Work hard, stay humble.
fear
To be left out or leave anyone else behind.
Achilles heel
Losing one’s own self in an effort to blend in.
The colour pallet for
the everyman archetype
The Everyman brand mood board