The Connector
The Connector
Relatable and authentic
About the Connector
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 Connector 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.
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Goals of the Connector
- Relatability
- Authenticity
- Simplicity
- Empowerment
Voice of the Connector
- Conversational Tone
- Honesty
- Empathy
- Down-to-Earth
Fears of the Connector
- Isolation
- Insincerity
- Complexity
- Loss of Understanding
Examples of Connector Brands
The Connector 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 Connector by offering bulk products at discounted prices, emphasizing practicality, and value.
