The Everyman archetype represents the desire to belong and fit in with others, above all else. They want to be known and accepted, and may not want to stand out in a crowd. The Everyman is friendly and easy to talk to, with a positive approach to life. However, this archetype may struggle with feeling anonymous or overlooked, and may long for a stronger sense of identity or purpose. Despite this, the Everyman values authenticity, honesty, and reliability, and seeks to connect with others on a practical, down-to-earth level.
Characteristics of the Everyman archetype
- Relatable and approachable
- Down-to-earth
- Focused on the needs of the everyday person
- Honest and authentic
- Accessible to everyone
Examples of brands that embody the Everyman archetype.
Budweiser’s “This Bud’s for You” campaign – Budweiser’s branding often portrays the brand as a relatable, everyman beer that’s perfect for sharing with friends and family during everyday occasions.
How to effectively use the Everyman archetype for your brand:
To use the Everyman archetype in your branding, it’s important to focus on experiences and themes that your customers can relate to. Highlight the simple pleasures of life and emphasize how your brand can make everyday experiences more enjoyable. Your brand voice should be warm and inviting, using language that’s easy to understand. This will help your audience feel comfortable and at ease with your brand. Additionally, this archetype values authenticity and trustworthiness, as well as prioritizes accessibility and affordability, focusing on meeting the needs of your customers. Finally, the Everyman archetype is all about inclusivity and belonging, using diverse imagery and messaging that welcomes people from all backgrounds and walks of life.
“The best stories are not about the results, but about the journey. They are about the everyday people with whom we can all identify, and the small moments that make up our lives.” – Jodi Picoult
“The best stories are not about the results, but about the journey. They are about the everyday people with whom we can all identify, and the small moments that make up our lives.” – Jodi Picoult
Conclusions
The Everyman archetype represents the common person who desires to belong and fit in with others. Brands that embody this archetype are relatable, approachable, and down-to-earth, with a focus on the needs of the everyday person. By projecting relatability, a common touch, and a sense of belonging, brands can gain customer loyalty and appeal to the masses. Also by using diverse imagery and messaging that welcomes people from all backgrounds and prioritizing accessibility, affordability, authenticity, and trustworthiness. As Carl Rogers said, “The good life is a process, not a state of being. It is a direction, not a destination,” and the Everyman archetype embodies this idea by valuing practical, down-to-earth connections with others
