The Every Person
The Every Person
Relatable and authentic
About the Every Person
Often referred to as the Regular Guy/Gal or Common Man, is an archetype that resonates with the everyday experiences, struggles, and aspirations of ordinary people. Brands that embody the Every Person archetype prioritize relatability, authenticity, and a down-to-earth connection with their audience. This archetype appeals to those who value brands that understand and address the common challenges and desires shared by many.
Every brand has a personality. Have you defined yours?
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Goals of the Every Person
- Relatability
- Authenticity
- Simplicity
- Empowerment
Voice of the Every Person
- Conversational Tone
- Honesty
- Empathy
- Down-to-Earth
Fears of the Every Person
- Isolation
- Insincerity
- Complexity
- Loss of Understanding
Examples of Every Person Brands
The Every Person archetype speaks to the shared experiences and desires of ordinary people. Brands that embrace this archetype prioritize relatability, authenticity, and a connection with their audience. They aim to make their customers feel understood, supported, and empowered to tackle everyday challenges and opportunities.
IKEA’s marketing and branding emphasize affordable and accessible home furnishings for the everyday person. Their messaging is down-to-earth and relatable.
Target’s branding focuses on providing affordable, stylish products for everyday living, making their stores and products relatable to the general population.
Costco appeals to the Every Person by offering bulk products at discounted prices, emphasizing practicality, and value.
Read more about each of the archetypes.
The Innocent
The Sage
The Explorer
The Outlaw
The Magician
The Hero
The Lover
The Jester
The Every Person
The Caregiver
The Ruler
The Creator