The Everyman's purpose in life is to be accepted and belong
This also results in The Everyman accepting and embracing others. They like being around people who know and accept them and enjoy good-natured humour and laidback charm. Welcoming and inviting, The Everyman is often family focused and generally serves a basic need that is not extravagant or over the top.
Your Desire
Your Goal
Your Motto
Your Strategy
Your Fear
Your Achilles Heel
Worrying = waste of time.
Good and bad things will happen in life.
You just have to keep living and not stress over what you can’t control.
The Everyman archetype (also known as the neighbour) may be right for your brand identity if:
- it gives people a sense of belonging
- it has an everyday functionality
- it has low to moderate prices
- is produced by a solid company with a down-home organisational culture
- it needs to be differentiated in a positive way from more elitist or higher-priced brands
- it has the common touch, solid virtues and gives a sense of belonging.
Brand Culture
Brand Voice
Brand Experience
Toyota
If there is one brand that embraces The Everyman attributes, it's Toyota.
Unpretentious, down to earth and practical, this advert shows how the Toyota brand is not part of a hierarchy, that everyone is equal, part of a team and included.
Their vehicles are for all people no matter what your religion, ethnicity or profession. The fact that everyone is meeting at a football game is a further emphasis of this archetype.
Meet the Archetypes
Based on the concepts of 12 Personality Archetypes by Swiss psychologist Carl Jung, we believe that in modern society these 12 Archetypes can be effectively utilised in branding a business, and give them attributes that can enhance or cement their message. These personalities are based on different motivations for the observer.
