The Everyman Archetype in Branding: How Authenticity Builds Relatable Brands
Building Bridges: The Everyman Archetype in Branding
What is the EVERYMAN Archetype in Branding?
We all yearn for connection and to feel truly seen. At Shaped Branding, we know the power of a brand that speaks to the heart of everyday experiences, making everyone feel welcome and understood. The Everyman (or Everywoman) archetype champions practicality, authenticity, and a deep sense of belonging.
Wants & Desires
To belong, to connect with others, to be understood, and to feel normal and accepted. They desire inclusivity, practicality, and an unpretentious life.
Pain Points
Feeling alienated, standing out too much (positively or negatively), or being pretentious. They dislike anything that makes them feel different or superior.
Film Example: RON WEASLEY (FROM HARRY POTTER)
He's the relatable, loyal friend who grounds the magical world, valuing his family and friends above all else. His pain points involve feeling inadequate or not fitting in with the extraordinary world around him.
Television Example: Jim Halpert (from The Office)
Jim is the relatable, affable, and grounded character amidst the quirky chaos of his workplace. His desire for connection, a normal life, and shared experiences makes him highly resonant, and his pain points often stem from being stuck in mundane situations or dealing with pretentious colleagues.
Brands: IKEA, Levi's, Tim Hortons
These brands focus on practicality, accessibility, and appeal to the common person without pretense. Their marketing avoids exclusivity or high-brow messaging.
Visual Conveyance:
Font Characteristics: Reliable, clear, no-fuss sans-serifs (e.g., Open Sans, Montserrat). Readable and practical.
Graphics: Real-life photography of diverse, everyday people. Authentic, unposed moments. Focus on community, shared experiences, and relatable settings.
Colours: Earth tones, muted blues, comfortable greens, and warm grays. Colours that feel grounded, familiar, and non-threatening.
Tone of Voice
Friendly, approachable, honest, practical, down-to-earth, and inclusive. Uses common language, avoids jargon, and feels like talking to a good neighbour.
How the everyman can connect your brand strategy
The Everyman archetype offers a grounding and highly relatable approach for brands aiming to connect with consumers on a personal, authentic level. By embodying traits like honesty, humility, and a strong sense of community, your brand can become a trusted friend and a reflection of everyday life. This archetype isn't about being ordinary; it's about being genuine, approachable, and truly understanding the common experiences and aspirations of your audience.
When you align your brand with the Everyman archetype, you're not just selling a product or service; you're building a relationship based on shared values and mutual understanding. This resonates deeply with consumers who appreciate sincerity, seek belonging, and want brands that feel real and accessible. It brings your brand closer to your audience, fostering a loyal community that sees themselves reflected in your brand's story.
Want to build a brand that truly connects with everyone?
Discover how the Everyman archetype can foster deep community for your business. Get in touch with us for a free Brand Discovery!
