The Everyman Archetype embodies the quintessential everyday person. Similar to a good ole’ neighbor. This archetype is more down-to-earth, simple and relatable compared to the other 12 brand archetypes. It revolves around fairness, honesty, and community. The Everyman can also create a sense of belonging for people who feel left out.
Before exploring some examples of Everyman brands, let’s talk about The Everyman Archetype in film and how this archetype has created some of the most iconic and memorable characters.
The Everyman Archetype in Film
In film, The Everyman archetype can be seen in Chris Gardner (Will Smith) in The Pursuit of Happiness. In this movie he struggles to create a better life for his son and refuses to give up against all odds. Through this movie, he represents the struggle that a lot of people go through in the world.
“All men and women are created equal”
DESIRE: Connect with others
PERSONALITY TRAITS: Honest, Loyal, Down-to-Earth, Empathetic, Simple, Relatable, Humble, Authentic
EXAMPLES: Aldi, Wrangler, Walmart, Gap, Target, Amazon, Airbnb, American Express, Home Depot, Wrangler
Examples of the Everyman Archetype
Brands that fall into this category are able to create desire by being more down-to-earth, approachable, and relatable. They are not too fancy. They use simple language and just want to be seen as trustworthy and customer-friendly. They tend to offer the lowest prices so that more people can have access. They also tend to place more emphasis on community and belonging. The Everyman archetype is more suited for brands that are selling a broad range of products and services that appeal to a broader range of demographics. They may also sell a narrow range of products that have broad appeal.
The qualities of Everyman brands can be seen in their messages, campaigns, and experiences that are carefully crafted to create a sense of belonging and community for the average person. Below are 5 examples of Everyman archetype brands as well as how they use video commercials to tell their story in unique ways. By studying their commercials, we can gain a better understanding of the essence of these brands.
1.) Walmart
Walmart was founded in the 60s but today it is one of the largest retailers and a classic Everyman brand with a mission to help people save money so they can live better. They are known for their wide selection, low prices, and convenient shopping experiences. But one thing that customers love the most about Walmart is the low prices. Walmart also engages in community-oriented initiatives and this further strengthens their image as a community partner that creates a sense of belonging. Their messaging is simple and down-to-earth to convey themes of family, community and the promise of a better life.
2.) American Express
American Express is a global services company, known primarily for its credit card, charge card, and trailers check businesses. They are also known for their commitment to supporting small businesses and community. This is seen through their Small Business Saturday campaign with a warm and down-to-earth tone. American Express tries to appeal to both high-end and low-end buyers with their range of offers.
3.) Airbnb
Airbnb is an online marketplace for people to discover, list, and book temporary accommodations around the world but over the years it evolved into more of a global community with a focus on people and the sense of belonging that is shared. Through their messaging they place a strong emphasis on themes like sharing, belonging, and community. This allows them to appeal to customers who are seeking more unique, memorable and personalized travel experiences.
4.) Target
Target is a one stop shop for a wide range of affordable yet stylish products that cater to a wide range 0f demographics. Their products range from electronics to groceries and beauty products. They place emphasis on the balance between quality and affordability, as well as the customer-friendly shopping experience. They are known for their commitment to community engagement. Their marketing campaigns often tell stories of relatable everyday moments but use vibrant sounds and visuals. At the heart of their brand identity is their red bullseye which is one of the most recognized symbols in retail. The Target bullseye has become a symbol for fun, engaging and convenient shopping that is right on target.
5.) Home Depot
Home Depot is currently the world’s largest home improvement retailer with a broad range of offers from building materials to appliances and decor. Over the years they have built a reputation for quality products, competitive prices and customer service. They are also known for their commitment to community engagement and sustainability. Their marketing campaigns are often down-to-earth and relatable with emphasis on doing more and saving more. This allows them to appeal to DIY enthusiasts and professional contractors who are their core target customers.
In conclusion, The Everyman archetype connects with customers by being simple, approachable, and relatable. They tend to place more emphasis on community and try to be the brand that everyone will love. They usually do this by offering lower prices or a broader range of offerings for both high-end customers and low-income customers. Some perfect examples are Walmart, American Express, Airbnb, Target, and Home Depot.
This archetype persona can also be seen in film and in other aspects of culture. So which Everyman brands do you admire the most and why? Let us know in the comments below.
If you enjoyed this article then you may also enjoy my previous one on The 12 Brand Archetypes.
