Your Desire
to be dependable and trustworthy
Your Goal
to belong
Your Strategy
to be down to earth and a straight shooter
The Neighbour’s purpose in life is to be accepted and belong
This also results in The Neighbour (also known as The Everyman or Everywoman) 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 Neighbour is often family focused and generally serves a basic need that is not extravagant or over the top.
Your Motto
community and family are everything
Your Fear
to be left out
Your Achilles Heel
losing one's own self in an effort to blend in
The Neighbour archetype 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
to work hard & make people feel valued
Brand Voice
aid-back, unpretentious and calls a spade a spade
Brand Experience
make people feel included and valued
The Neighbour Mood Board and Brand Voice
The Neighbour Family Members
The Neighbour family is comprised of the main Neighbour Brand Personality that focuses on being reliable, dependable and trustworthy. However, six members in The Neighbour family may help you hone the personality with nuances that represent your brand better.
Neighbour Archetype Examples
Toyota
If there is one brand that embraces The Neighbour 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.
Budweiser
A beer for everyone. No heirachy. No airs and graces. Just good reliable beer that you can enjoy with a mate, collegue, family or on your own.
Even though Bud was conceived by a German, it remains a proud American beer. The beer for all average Americans – down to earth, practical and dependable. Most often set in a bar or watching a game Bud uses colloquial language with down to earth advice about drinking and driving.
“It is my aim to win the American people over … to make them all lovers of beer.”
– Adolphus Busch (1905) founder of Budweiser
Other Neighbour Brands
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Personal Brand Examples
The Neighbour Brand Colours
Neighbour Archetype Imagery
Use your 5 Senses to enhance The Neighbour Brand
A great brand experience will touch on as many of the five senses as possible. Be imaginative and see how you can implement as many touch points as possible into your branding to create a memorable brand experience.
Sight
Imagery should be light, bright, friendly and approachable. If photographs contain people (usually more than one), images should have smiling faces with a feeling of belonging. Colours should be clean and cheerful – avoid sombre or muted colours. This brand personality lends itself to more structured forms—squares, rectangles, circles, but not a lot of free-form. Interiors should be welcoming, light and airy. They would include comfortable chairs, curtains and home comforts.
Sound
The sound of laughter and people coming together to have a good time. Clinking glasses, live music or the sizzle of a barbeque. Well-known music that people can sing along to is their playlist of choice.
Smell
The Neighbour falls under the ‘Water’ category of scents. They are fond of fragrances with scents close to nature and more figurative fragrances. Energised smells such as citrus, peppermint or florals. Then, of course, you could add rosemary or spearmint to increase the mood further.
Taste
Comfort food such as a roast dinner or barbeque, apple pie or freshly baked bread or muffins. They enjoy a cold beer or a crisp Chardonnay.
Touch
Textures that feel down-to-earth and practical such as linens, cotton, corduroy and T-shirt material. You could include leather or lace to mix it up or add an extra layer to the touch experience. Steer clear of silks, satin and fur.
Smell is a very emotive sense. Few things can take us back to a specific time and place as a particular scent. It can create a mood from the second you encounter it.
We have broken the Michael Edwards Fragrance Wheel into quadrants – Earth, Water, Wind and Fire.
Earth: Calm and authentic, these scents are refined and sophisticated. They are very grounded, strong and determined.
Brand Personalities: The Explorer, The Ruler, The Sage
Water: Lively and charming, while cheerful and full of ideas, the Water quadrant sparks spontaneity, laughter, festivity. Filled with energy and vitality, these scents are direct, unpretentious and sparkling.
Brand Personalities: The Entertainer, The Hero, The Neighbour
Air: Gentle, sensitive and dreamy, Air scents have a maternal discretion and reserved nature. They also reflect creative characters, gentle strength and determination.
Brand Personalities: The Caregiver, The Creator, The Innocent
Fire: Seductive, moody and impossible to forget. Fire scents evoke a sense of mystery, intrigue and attraction.
Brand Personalities: The Magician, The Rebel, The Seducer
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.
