Meet The Everyman
Belonging is the top desire for the Everyman archetype. The everyman is just a regular person who desires fitting in and normalcy. They are focused on building a community and cultivating genuine relationships.
Purpose
The Everyman or Everywoman’s purpose is to promote happiness and acceptance in normalcy.
Desires
Belonging and Connection
Fears
To be left out, Standing out, Isolation, Hostility, Disassociation
Challenges
Being forgotten or forgettable
Motivations
Belonging, Equality, Fellowship, Humility, Empathy
Goals
To live a normal life and build friendships
Promise
Genuine Connection
Everyman Values
Everyman Voice
Laid Back
Genuine
Unpretentious
Honest
Familiar
Understanding
Friendly
People Feel
Understood
United
Down to earth
Unguarded
Like themselves
Accepted
Connected
Everyman Vocabulary
Everyman Strategy
- Share stories that are very relatable and show the normal parts of life as we know it.
- Be down to earth and a straight shooter. Honesty, transparency and genuine connection are highly valued.
- Act as a peer/friend, not as a leader and they tell us that we are all equal. Use casual and familiar language.
Brand Experience
- Customers instantly connect with the brand, they feel understood and relevant.
- Customers feel that they do not have to become someone or something else to feel special and wanted.
- Feel like you are part of a family and that the customer plays a specific role in that family.
Brand Culture
Honesty
Affirmation
Inclusion
Everyman Commercials
Colour Palettes
Typography
Sub-Archetypes
The Citizen
Connected to Their Community
They work hard for fairness, integrity, and equality, and believe there’s great value in the collective whole.
The Advocate
Works For The Greater Good Others
Through their passion and energy, they are able to unite people behind a single cause and motivate and inspire them to action.
The Servant
Committed to Helping Others
Whether in a subservient role or as a leader, they influence with empathy, awareness, and commitment - and expect no reward for their service.
The Networker
Social Butterfly
They create communities and connections for the benefit of all. With an outgoing nature, they make people feel welcome and accepted.
Everyman Industry & Categories
BrandPlan Archetypes
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