EVERYMAN: Brand Archetype
The Everyman brand archetype is a relatable, down-to-earth persona that resonates with customers by portraying an honest and authentic image. The Everyman archetype is often associated with brands emphasizing inclusivity, community, and simplicity.
Pros:
Relatable: The Everyman archetype allows brands to appear as though they are just like their customers, fostering a sense of relatability and trust.
Inclusive: The Everyman archetype emphasizes inclusivity, making it an ideal choice for brands that want to appeal to a wide range of people.
Accessible: Brands that embody the Everyman archetype are seen as accessible, affordable, and approachable, which can help to build long-lasting customer relationships.
Cons:
Lack of differentiation: Because the Everyman archetype emphasizes inclusivity and simplicity, it can sometimes lead to a lack of differentiation from competitors.
Blandness: Brands that overly rely on the Everyman archetype may need help to create a unique and memorable brand identity.
Limited appeal: The Everyman archetype may not resonate with customers looking for a more aspirational or elite brand image.
Tips for Best Use:
Emphasize community: Use the Everyman archetype to create a sense of community and inclusivity around your brand.
Focus on authenticity: The Everyman archetype is all about honesty and authenticity, so be sure to highlight these values in your brand messaging and visuals.
Keep it simple: Brands that embody the Everyman archetype should focus on simplicity in their messaging, visuals, and overall brand identity.
Case Uses:
IKEA uses the Everyman archetype by promoting affordable and functional furniture for everyone. Their marketing campaigns often feature relatable and diverse families and individuals in their everyday homes, showcasing how IKEA's products can fit seamlessly into any lifestyle.
Target also utilizes the Everyman archetype by positioning itself as a store for the average person, offering a wide range of products at affordable prices. Their branding focuses on making their stores feel welcoming and accessible to all, featuring diverse models and relatable scenarios in their advertising.
Walmart's brand messaging is centered around serving the everyday needs of its customers, regardless of their income level. They position themselves as a one-stop shop for all essential items, emphasizing their low prices and convenient locations to appeal to a broad audience.
Home Depot's branding focuses on empowering the everyday homeowner to take on home improvement projects themselves. They position themselves as a helpful resource for all levels of DIY enthusiasts, offering workshops, online tutorials, and knowledgeable staff to guide customers through the process.
eBay's brand messaging centers around the idea that anyone can buy and sell online, regardless of background or location. They position themselves as a platform for the everyman to access a vast array of products at competitive prices, connecting buyers and sellers worldwide.
Coca-Cola's brand messaging is centered around the idea that its product can bring people together and create moments of happiness and connection. They position themselves as a brand that is universally loved and accessible to all, from their classic glass bottle to their modern marketing campaigns.
McDonald's utilizes the Everyman archetype by promoting fast food as an affordable and convenient option for people on the go. They position themselves as a brand that is familiar and comforting to people of all ages, featuring diverse families and individuals in their advertising.
Volkswagen's brand messaging centers around the idea that their cars are designed for people who love to drive. They position themselves as a brand accessible to everyday drivers, offering reliable, stylish, enjoyable vehicles to own and operate.
Takeaway:
The Everyman brand archetype can be a compelling choice for brands that emphasize authenticity, inclusivity, and community. By highlighting these values, brands can create long-lasting relationships with customers. Still, they should also avoid appearing too bland or undifferentiated from competitors.
