Brand Archetype Series: The Everyperson
May 03, 2024When it comes to building a business that you love showing up in each day and that naturally attracts your soulmate clients, understanding brand archetypes can be incredibly helpful.
The twelve archetypes, first introduced by psychologist Carl Jung, provide a framework for understanding the different personalities that brands can adopt to build faster connection and trust with their audiences.
Using archetypes in branding goes far beyond the surface. By adopting a specific archetype, you’re inviting your audience into a story where they can see themselves; and showing them the role you’ll play in their journey – will you be the supportive and nurturing Caregiver, the adventurous Explorer, or the accepting Everyperson?
This narrative approach to branding taps into universal truths, stories we’re all familiar with, and emotions everyone understands, making your message so much more relatable and memorable.
When you align your brand with an archetype, you’re essentially creating a living, breathing entity that speaks directly to the heart of your audience. And in today’s busier-than-ever online world, having a brand that feels like a friend or role model can make all the difference in grabbing your audience’s attention
For an overview of all 12 archetypes, check out this blog post. Otherwise, keep reading to discover more about the Everyperson.
What is the Everyperson Brand Archetype?
The Everyperson archetype, also known as the Girl/Guy/Person Next Door, BFF, Realist, or Good Neighbor, is a genuine, down-to-Earth, practical hard worker who “gets things done.”
Brands that embody the Everyperson archetype treat everyone as equals and are gifted at creating welcoming environments where everyone is seen, heard and accepted just as they are. Common sense, kindness, and respect are very important to the Everperson.
By leveraging this archetype, brands can offer practical, high-quality programs, products and services at a reasonable price, where everyone feels like they belong.
The Everyperson’s personality is warm, accepting, relatable, and humble. They are usually not pretentious, intimidating, rude, or unpredictable.
The Everyperson’s core desire is to be part of the group and they are motivated by forming strong connections with others. Their big purpose is to create communities where members feel part of something bigger than themselves.
They value acceptance, hard work, fairness, connection, and integrity.
Their strengths include making others feel included and being relatable. However, their weaknesses include becoming apathetic or boring, losing themselves in the name of fitting in, or struggling to get others motivated and inspired.
No matter what, the Everyperson does not tolerate exclusivity, and would never (purposefully) exclude someone from something.
The Everyperson Archetype in Branding
Through their brand, the Everyperson promises inclusivity, fairness and acceptance without making anyone feel alienated, unworthy or not enough.
They make their clients and audience feel like they have a new best friend, that they belong.
They achieve this through a unique brand voice that is conversational, warm, honest, and practical.
This voice includes brand messaging such as phrases like, “we’re all in the same boat,” “everyone is welcome here,” and “make the best of what you have.” The Everyperson may also use words like, “connection,” “gather,” “buddy,” “common sense,” “welcome,” and “respect.”
The Everyperson’s brand visuals are typically simple, casual, and relatable without being fussy or frilly. Common colors are natural shades of blue, brown, green, pink and orange; however the Everyperson can be expressed through a variety of colors which should ultimately be chosen with color psychology in mind.
Images portray related themes, activities, and motifs, such as anything representing affiliation with a group, jeans, flannels, and Converse sneakers. Imagery that is relatable, humble and focused on every-day life works well for this archetype. Below is an example of an Everyperson brand moodboard from our Everyperson Brand Bundle, so you can get a feel for the visuals.
In practice, you’ll find Everyperson brands sharing parts of their everyday life and being open about their fears and failures.
Everyperson Brand Examples
"Aerie by American Eagle Store - Pittsburgh (48171704466)" by Tony Webster from Minneapolis, Minnesota, United States is licensed under CC BY-SA 2.0.
Aerie
Aerie is a quintessential Everyperson brand, promoting acceptance, equality, and inclusion through their marketing. They took this one step further several years ago when they stopped retouching their models’ photos, in an attempt to make customers feel more included and seen through their brand.
Aerie also aligns itself with everyday issues that affect its customer base, such as mental health and women’s empowerment, showcasing a deep understanding and commitment to the challenges its customers face.
Target
Target embodies the Everyperson archetype through its broad appeal and commitment to providing a wide range of products that cater to everyday needs at affordable prices. The brand’s welcoming atmosphere and reputation for value connect deeply with the Everyperson's desire for practicality and accessibility.
Target’s marketing often features a diverse range of real-life scenarios that resonate with a broad demographic, emphasizing inclusivity and a sense of belonging. Their collaborations with various designers and brands make style and quality accessible to all, reinforcing their image as a retailer that champions the needs and values of the average consumer.
Volkswagen
Volkswagen has historically aligned with the Everyperson archetype by promoting reliability, functionality, and an image rooted in everyday family life. Known for their slogan "Das Auto," which translates to "The Car," Volkswagen positions itself as a staple in automotive choice, accessible and suitable for everyone.
This brand has built its reputation on producing cars that are not only dependable but also offer good value for money—qualities highly appreciated by the Everyperson. Their marketing often underscores a sense of community and shared experience, particularly highlighting the Volkswagen Beetle and Bus as icons of collective cultural memories.
Everyperson Pop Culture Examples
Julia Roberts
Julia Roberts, often dubbed America’s sweetheart, embodies the Everyperson archetype through her roles in films that often portray her as the relatable, girl-next-door character. Her infectious smile and down-to-earth persona make her feel accessible and beloved by a broad audience. Her films often highlight themes of love, personal growth, and resilience, echoing the Everyperson’s journey through everyday challenges.
Kristen Bell Paris Fashion Week Spring Summer 2020 (cropped)" by Myles Kalus Anak Jihem is licensed under CC BY-SA 4.0"
Kristen Bell
Kristen Bell is a vivid example of the Everyperson archetype, particularly through her open discussions about mental health, parenting, and marriage. Her transparency about life’s imperfections makes her highly relatable to the average person.
Additionally, her advocacy for mental health and her work with various charitable organizations resonate with the Everyperson’s values of community and support for common struggles.
"Will Smith by Gage Skidmore 2" by Gage Skidmore is licensed under CC BY-SA 3.0.
Chris Gardner (Will Smith) in The Pursuit of Happiness
In "The Pursuit of Happiness," Will Smith's portrayal of Chris Gardner epitomizes the Everyperson archetype through his relatable struggle against common life challenges like financial instability and single parenthood. His journey of resilience and integrity while pursuing fundamental desires—such as job security and a better future for his son—resonates deeply with audiences.
This narrative, grounded in realism and empathy, exemplifies the Everyperson archetype, demonstrating that heroism can be found in the perseverance of ordinary people facing real-world problems.
Each of these brands and individuals embodies the essence of the Everyperson archetype through their actions, messaging, and the values they represent, happily living their everyday lives and showing others all there is to enjoy in the mundane day-to-day.
Check out The Rest of This Series
Find Your Brand Archetype
Recognizing your archetype is just the beginning. From there, it’s important to integrate it into every facet of your brand, your messaging, and your visuals in a way that resonates with those you aim to serve.
If you're ready to dive deeper and uncover the archetype that reflects YOUR brand's personality, I invite you to take my brand personality quiz today. Discover which archetype aligns with your brand's essence and how you can leverage this understanding to craft a brand that stands out and speaks directly to the hearts of your audience.
Don't stop here, though. I’m here to support you in creating a purposeful, archetypal brand that makes money AND makes a difference. Explore how we can work together here.
