Empower - Archetypes - Flipbook - Page 26
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HE EVERYMAN BRAND
ARCHETYPE
This archetype encompasses all your girls/guys next door. The
Everyman’s simplicity and quest for equality is what makes them
a fan favorite.
The Everyman is not a fan of elitism, and prefers keeping things
simple and approachable.
This is what helps them resonate with a lot of different people at
the same time. At the end of the day, we all want high-quality and
reliable products, and that’s exactly what the Everyman business
promises.
Making the
everyday stuff
wonderful for
everyone
So when it comes to branding, the Everyman archetype is wellsuited for everyday products catering to a big and diverse
audience:
• Furniture brands - Ikea
• Grocery chains - Target
• Apparel - Levi’s
Will Smith in “The Pursuit of Happiness” is a perfect example of
the Everyman in popular culture.
We don’t think anyone has forgotten M&M’s
funny campaigns.
WHAT ARE THE 12 MAJOR BRAND ARCHETYPES?
I 26