Brand Archetypes Explained: The Everyperson
Have you ever watched an ad and felt an immediate connection? Have you ever felt like a brand was speaking to you? If so, it’s probably because you share the same brand archetype. As we mentioned in our past blog post, “The Psychology of Branding,” archetypes are unconscious characteristics and traits, such as ideas, thought patterns, or images, that are present in individuals’ psyches. The most successful brands adopt the archetype with the traits that are shared by its core audience, allowing the brand to create loyal followers by connecting on a subconscious, emotional level. In this blog post, we highlight the Everyperson archetype. Companies that connect with their fellow everyperson audiences share their desire to connect with others through genuine, quality and authentic relationships. Below, we break down all the traits that make up this archetype, and share some examples you may recognize!
Watch for more posts from our blog series, Brand Archetypes Explained, where we will continue to explore each of the twelve characteristics so that you can better determine what may be the right fit for your business. You can also see our previous post on The Innocent, The Sage, The Explorer, The Outlaw, The Magician, The Hero, The Lover and The Jester Archetypes.
The Everyperson
Think the guy/girl next door. Brands under this archetype connect to others by being relatable, genuine and down to earth.
Characteristics:
Approachable
Sincere
Unpretentious
Dependable
Desire/Goal:
To create a sense of belonging and sincere connection.
Things to Consider:
Everyperson brands can lack distinctive identity and blend into the noise.
Complementary Colors:
Blue: Stable and trustworthy
White: Goodness and humility
Gray: Neutral and balanced
Wondering how to capitalize on your archetype? Send us an email! Our public relations, marketing and design services can help enhance your branding and expand your reach.
