ALSO KNOWN AS
Citizen, Advocate, Servant, Networker, Friend, Neighbour, and Average Joe.
01
The Everyman above all wants simply to belong. They tend to blend into society as ‘everybody” and don’t like to stand out in the crowd. They’re friendly and easy to talk without being overly funny or overly rude or overly loud.
02
They lend their trust easily though they fear being rejected. They are relatively positive and strive to fit into the group.
03
They tend to have a liking for most things without being overly passionate about one. The Everyman can be quite liked but can also be easily forgotten.
CHARACTER
Pursuit of Happiness
STRENGTH / DRIVE
The Everyman's biggest strengths are that they are likeable, relatable, unpretentious, practical and they make you feel like you belong. They have a talent for realism, empathy, listening, and a lack of pretense. They just make everyone feel comfortable.
Connection
Togetherness
Equality
Fellowship
Inclusion
Opportunity
If your competition is egotistical, pretentious or difficult to work with, you have a great opportunity to show customers just how reliable and easy going you are. Competitors who constantly use industry jargon (in an effort to appear knowledgeable) are also easy to target. You should have no frills and no bull.
WEAKNESS / FEAR
The worst thing you could do would be to lose a handle on your brand in an effort to blend in or for the sake of appearances or friendliness. Doing anything that might damage your trustworthiness would be equally bad.
Exclusion
Standing out
Isolation
Hostility
Disassociation
Threats
To feel left out and not included. To be made to feel unimportant or like an outcast. To not be trusted for ANY reason whatsoever.
DiffErent Levels
Each of the 12 different archetypes has levels. The lower levels are less mature while higher levels are more developed.
Level 1:
The Everyman archetype is expressed through seeking any sort of affiliation, typically spurred by feelings of loneliness.
Level 2:
One learns how to connect (form and nurture relationships) and fit in.
Level 3:
The dignity afforded each person, regardless of differences, is realized and practiced.
BIG IDEA
Everyone is invited and everyone belongs!
BRAND EXAMPLE
Target
DOES IT APPLY TO YOUR BUSINESS?
Is your business easy to understand?
Are you seen as trustworthy because you're just so easy to work with?
Do your employees generally like each other?
Does your company culture promotes teamwork and listening?
Do you have the ability to provide trustworthy, reliable customer service?
Are you a master at being unpretentious and easy going?
Do you use empathy to relate to employees and customers?
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