TO BELONG

The Everyman

The Everyman wants to feel as if they belong to society. They strive for a sense of belonging and are frequently joining communities and groups to find ‘their people.’ This archetype navigates all situations in a down to earth way. By being realistic and dependable, they become the people’s people.

TO bELONG

The Everyman

The Everyman archetype represents those who are dependable, down to earth realists. Some people might describe them as somewhat negative. 

The Everyman is always searching for belonging in the world and may join many groups and communities to find a place where they fit in.

LET'S GET SPECIFIC

The Top Four

These specific nouns give us a strong idea of who this Brand Personality is. By knowing their fears and weaknesses, you can overcome these barriers in your copy. By understanding their goals and strengths, you can match your brand to their values.

Goals

Promote Acceptance

Build Communities for All

Develop meaningful relationships

Fears

A lack of belonging

Displaying Selfishness

Instability and Chaos

Weaknesses

Playing the Victim

Lack of Self Identity

Pessimism

Strengths

Relatability

‘Go-Getter’ Attitude

Approachable

How we describe them

Descriptors

The idea behind these descriptors is to give you a better sense of how people perceive this particular Brand Personality. How would friends or family describe them? With these words, can can start to imagine the kind of person they are, and build a mental image of them.

How we describe them

Descriptors

The idea behind these descriptors is to give you a better sense of how people perceive this particular Brand Personality. How would friends or family describe them?

With these words, can can start to imagine the kind of person they are, and build a mental image of them.

Citizen

A legally recognized subject of a state of commonwealth

Collective

A person who is a part of a collective or group

Commoner

A person who is ordinary and lives without rank

Girl Next Door

A person who is seen as familiar and approachable

Orphan

A child whose parents have died or are unknown

Rationalist

A person who bases their opinions on reason and knowledge

HOW THEY ACT

Characteristics

These adjectives best describe the personality of this Brand Personality. Use these to help build your Market Persona and imagine who you know that is similar to them, this will help you build a more honest Marketing Persona.

HOW THEY ACT

Characteristics

These adjectives best describe the personality of this Brand Personality. Use these to help build your Market Persona and imagine who you know that is similar to them, this will help you build a more honest Marketing Persona.

Authentic

Concerned more with the needs and wishes of others

Truthful

Telling or expressing the truth; honest

Empathetic

showing a readiness to give more of something

Realistic

Representing ways in a way that is true to the situation

Hardworking

Able to accept or tolerate delays and problems

Dependable

Trustworthy and reliable

WHO THEY ARE

Actors

To help you visualize what this brand personality acts like, watch these actors portray their most these characters. They embody the very essence of this personalilty.

WHO THEY ARE

Actors

To help you visualize what this brand personality acts like, watch these actors portray their most these characters. They embody the very essence of this personalilty.

Jon Snow

He’s my favorite. I feel like I’ve probably said that before about someone else, but I mean it this time. He’s honest, humble, effing hot, practical, reliable, effing hot, and a great big brother. And he’s hot

Lilo

Aw, I love Lilo. She’s a little bit weird, but all she wants is to have a deep connection with someone. Then she finds Stitch! He’s crazy and kind of mean, but she turns him around.

Spiderman

He is PERFECT for the Regular Guy archetype – after all, he’s the friendly neighborhood superhero! I love that he’s crazy smart but also really humble. Plus Tom Holland is adorable.

REPRESENTATION

Similar Brands

Brands spend millions of dollars honing their brand personalities and understanding their audiences, this is why they can be invaluable in helping us understand what this particular Brand Personality needs.

So here are 3 examples of brands that embody this Brand Personality. Use your knowledge of the brand itself to imagine your Market Persona.

REPRESENTATION

Similar Brands

Brands spend millions of dollars honing their brand personalities and understanding their audiences, this is why they can be invaluable in helping us understand what this particular Brand Personality needs.

So here are 3 examples of brands that embody this Brand Personality. Use your knowledge of the brand itself to imagine your Market Persona.

Levis

Home Depot

IKEA

BLOOGPOST

Marketing to The Everyman

The Everyman archetype is composed of businesses that take pride in their hardworking and realistic traits. Their down to earth atti ensures that they have an image that is true to who they are. The Everyman refuses to look greedy or selfish, and wants to ensure that the entire collective is successful.

For The Everyman, the belief is that all people are created equal. This belief ensures that they have empathy and consideration for all. With that said, they aren’t blind to the inequalities in society. They have a realistic outlook on society and do their best to make all feel welcome.

In order for The Everyman to be successful, they must promote their brand to consumers honesty. This can be done through down to earth branding that focuses on the practicality and functionality of their offerings. Consumers do not desire high degrees of complexity, and do not want to feel as though they need to change.

To effectively market to the Everyman, offerings must display their ability to elevate consumers and promote acceptance and universality.

The Everyman desires belonging and the promotion of acceptance.

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