Empower - Archetypes - Flipbook - Page 26
HE EVERYMAN BRAND
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
So when it comes to branding, the Everyman archetype is wellsuited for everyday products catering to a big and diverse
• 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
WHAT ARE THE 12 MAJOR BRAND ARCHETYPES?