The Everyman Archetype: 10 Branding Examples

Arek Dvornechcuck
Branding Expert

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If you want to use the Everyman archetype to your brand strategy, then you must check out this 10 examples of Everyman brands.

In this article, I’m going to show you 10 examples of using the Everyman archetype in branding.

We are going to talk about the Everyman archetype and its traits and characteristics.

Then I will give you three concrete examples of the Everyman brands in real life, and I will describe what they do in terms of the expression:

What kind of voice, message, colors, fonts and imagery they use to express that persona?

We will also talk about some of the best use case scenarios for using the Everyman Archetype.

The Everyman Archetype

Moreover, I will show you how the Everyman archetype fits into the overall archetypal framework.

We’ve got 12 main archetypes, but there are actually 60 archetypes in total.

So, the Everyman archetype family consists of: the Citizen, the Advocate, the Servant, and the Networker.

The Everyman Archetype

  1. Everyman Archetype Definition
  2. Everyman Archetype Examples
  3. Everyman Archetype Expression
  4. Everyman Archetype Use Case
  5. Everyman Archetype Family

1. Everyman Archetype Definition

The Everyman demonstrates the virtues of simply being an ordinary person, just like others.

Everyman archetype’s motto is: “All people are created equal”.

The Everyman is also known as the regular guy or gal, the common man, or the citizen next door.

Everyman Archetype Definition

In film, this archetype is probably best presented by Will Smith in The Pursuit of Happiness.

They dress in ordinary clothes, even if they’re wealthy, and they are easily put off by elitism in any form.

The Everyman accepts everyone and desires to be a part of the group as a necessary component of daily life.

These brands are frequently low-cost, inclusive, and aimed at the general public rather than a specific group.

On an emotional level, which is critical for connecting with customers, they are perceived as empathic and understanding.

These brands usually put themselves on a level playing field with their customers.

Every man’s core desire is to connect with others and just simply "to belong".

Everyman brands value the regular and uncomplicated pleasures of life, and they value things like having common sense, sincerity, and hard work.

They also usually fear standing out or doing anything that could lead to rejection.

2. Everyman Archetype Examples (10)

Now, let me give you some examples of using the Everyman Archetype in branding.

What are some examples of the Everyman archetype?

These brands that I will mention are the best examples that you can use if you want to use the Everyman archetype in your brand strategy.

Everyman Archetype Examples (10)

IKEA (1)

IKEA is the perfect example of an Everyman brand.

IKEA

IKEA has done an excellent job of building an image because they provide everyday furniture and products for the average person.

It is a go-to store for economical and functional things that everyone needs.

Even their slogan, "creating a better everyday life for many people", perfectly embodies the Everyman archetype as well.

Target (2)

The second example is Target, which is a general retailer.

Target

This brand also sells things that are cheap, inclusive, and not aimed at a specific group of people.

Their slogan is "Expect more. Pay less", which exemplifies what Everyman values.

Target is a great example of the Everyman archetype because they offer affordable products for all kinds of people, and so the brand shows inclusivity for all.

Wal-Mart (3)

Wal-Mart is yet another example of a brand adopting the Everyman archetype.

Wal-Mart

Wal-Mart worked hard to establish itself as a one-stop shop for the average person.

Their philosophy of housing almost every product imaginable under one roof was a new concept at the time.

A solution for your everyday needs at a good value speaks highly of the Everyman Archetype.

With the slogan "Save money. Live better", they clearly connect to every man or woman.

Budweiser (4)

Another example is Budweiser, which has become one of the best-selling beers in the United States.

Budweiser

Budweiser's communication strategy is centered on the Everyman character.

This brand constantly emphasizes the simple pleasure of drinking a beer, and they are enthusiasts of everyday pleasures.

eBay (5)

eBay is a global e-commerce company that allows individuals and businesses to buy and sell goods online.

eBay

With a tagline "connecting buyers and sellers globally", this brand is dedicated to giving people the convenience of online transactions.

Also, embedded in the company’s values are everyday characteristics such as family, teamwork, and opportunity.

Gap (6)

The next example is Gap, which is a worldwide clothing retail company.

Gap

They are known to connect with their target customers—which is a main characteristic of the average person.

The brand believes they are the champions of the industry and pioneers of inclusivity.

McDonald’s (7)

McDonald’s is a fast-food chain with over 35,000 locations in 100 countries.

McDonald’s

The brand emphasizes delivering a message of simpler pleasures, smiles, and togetherness.

And it helped them become one of the world's leading fast-food chains.

The fact that the company adjusts its menu to local tastes makes them a perfect example of the Everyman archetype.

Levi’s (8)

Levi’s depicts the entire phenomenon of the Everyman archetype.

Levi’s

With jeans, Levi's provides an average style and daily look.

Their idea is founded on blue jeans and photographs of everyday activities.

Wrangler (9)

Wrangler is an American manufacturer of jeans and other clothing items, particularly workwear.

Wrangler

They embody the characteristics of the Everyman personality in their brand image.

It is now considered one of the best known and trusted brands.

Wendy’s (10)

And last but not least, is Wendy’s, a fast-food chain known for its square hamburgers, sea salt fries, and ice cream.

Wendy’s

Wendy’s presents itself as “being the quality leader in everything we do”.

Their commitment to tonality and individuality makes the brand an authentic trailblazer.

The brand is a driver of consistent growth in a competitive environment, which is a great example of an everyman archetype.

3. Everyman Archetype Expression

Now that you’ve got some examples of Everyman brands, let me summarize how the Everyman archetype might be expressed in branding.

Everyman brands use friendly, humble, and authentic tones of voice.

Everyman brands usually market themselves by advocating for equality, quality, and communicating in a healthy manner.

Everyman Archetype Expression

Promising fairness and trust-building elements are another means of communication.

The message is often about truth-seeking, providing expertise, research, and showcasing diligence.

Their tone of voice is always warm and down to earth.

By doing so, they’re making their consumers feel like they belong.

This is how these brands try to help customers—they offer practical and useful solutions that address a basic need (like Target).

Images containing wholesome content and messages of acceptance are commonly used as well (like IKEA, for example).

Common image subjects include things like: typical Americans carrying out everyday tasks.

Therefore, the culture within an Everyman brand will be solely focused on being extraordinary.

There may be a lot of innovation and change, but there is definitely a strong emphasis on getting things right over and over again with little room for error.

4. Everyman Archetype Use Case

The Everyman archetype, in general, provides a good identity for brands, which helps people belong or feel like they belong.

Everyman archetype is best for everyday apparel, home, family, and others.

These brands might be associated with qualities like integrity, high-quality, dependable, safety, and inclusivity.

Everyman Archetype Use Case

They often have functions associated with positive, colloquial messaging.

Everyman brands are usually reasonably priced — these are typically low-to middle-priced products.

The everyman archetype might be a good option for those businesses who are looking to have a primitive approach to things and are unsophisticated in their ways.

In summary, the Everyman brand archetype is realistic and a straight shooter.

Culture is oriented towards giving the best value at a fair price.

Everyman brands don’t want to stand out too much or to feel left out, and they have high levels of consciousness and intelligence.

The Everyman brand would do well in industries that involve everyday apparel, home/family life, automotive family segment, and comfort food.

5. Everyman Archetype Levels / Family

Now, I wanted to let you know that there are 12 main archetypes, as I mentioned at the beginning of this article.

The Everyman archetype family is consists of: Citizen, Advocate, Servant, and Networker.

But there are also 4 sub-archetypes for each, so The Everyman Archetype is like the representative of this family.

You can also go deeper and explore other archetypes within the Everyman family.

The difference between the Everyman and other archetypes is that the top-level archetypes share more in common with other family members.

That is why they function as a unifying thread among each family member.

It’s like you have your own personality, and you may have a lot in common with your parents.

So here are the other four Everyman Archetypes:

  1. Citizen — brand examples: TOMS Shoes and Chipotle
  2. Advocate — brand examples: CREDO Mobile and MindBodyGreen
  3. Servant — brand examples: Ram Dass and US Coast Guard
  4. Networker — brand examples: LinkedIn and SalesForce

Even though I will not go deeper into explaining those sub-categories, at least you have some examples so that you can figure it out for yourself.

And if you want to learn more — I recommend these two books:

(1) The Hero and the Outlaw by Margaret Mark and Carol Pearson

(2) Archetypes in Branding by Margaret Hartwell and Joshua C. Chen

Lastly, please check out my Brand Strategy Guide, where I explain how to use archetypes to develop a comprehensive brand strategy.

Everyman Archetype
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