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.

The Caregiver brand archetype is nurturing, helpful and altruistic. Above all the Caregiver aims to make people feel secure or nurtured and is focused on generosity and compassion.
The message of the brand is to help others. 

Caregiver brands give entirely of themselves to make sure others are taken care of. Their customers are people who are feared of selfishness and ingratitude and they want to do something for others. When you’re a caregiver, its key to show that you’re strong and capable.

The Ruler brand archetype sets a path for others. They want to create an environment of prosperity, security and stability. The Ruler is a big believer that rules are meant to be kept and that policy and procedures are necessary to maintain order.

Ruler brands focus on establishing exclusivity and class. This is why ruler brands are often creators of luxury goods. A ruler archetype can be a powerful way to build a cult following and create a sense of scarcity. However, brands should beware of how the ruler can be seen as pompous and too exclusive.

The Creator brand archetype is an artistic one. This archetype touches upon discovery and innovation. The creator seeks to redefine human possibility through creative play. Above all, the creator celebrates all things artistic and still maintains commitment to truth and integrity.

The Creator brand archetype is a natural fit for marketing, design, and technology brands. Actually, any brand that dismantles old processes and creates something new, would be expressing the Creator archetype. The marketing of Creator brands is often extremely aesthetic and may seem to be works of art in and of themselves.