THE EVERYMAN
All men and women are created equal
The Everyman seeks belonging and connection with others. They want to find their place in a world where everyone is equal and they fit in.
This archetype is sometimes called the Citizen, Common Man, Good Neighbor, Good Old Boy, Member, Orphan, Person Next Door, Realist, Regular Jane, Regular Person, Silent Majority, or Working Stiff.
EVERYMAN BRANDS
The Everyman is a good identity for brands:
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Whose use helps people belong or feel that they belong
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Whose function is something used commonly in everyday life
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Which elevate an everyday function or product
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Produced or sold by a company with a down-home organizational culture
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Who want to differentiate themselves in a positive way from a higher priced or more elitist brand
Everyman Mindset
DESIRE: Connection with others, belonging
GOAL: To belong
GIFT: Realism, empathy, lack of pretense
CALL: Loneliness, isolation
FEAR: Standing out, seeming to putting on airs and being rejected or exiled as a result
DISLIKES: Artifice and pretense
SHADOW: A willingness to be abused rather than be alone or willingness to go along with bad behavior in order to be one of the gang
Levels of the Everyman
Level 1: Feeling abandoned and alone, seeking affiliation
Level 2: learning to connect and fit in, to accept help and friendship
Level 3: believing in the natural dignity of every person regardless of their abilities or circumstances
SIMILAR ARCHETYPES
Motto: Love your neighbor as yourself
Core Motivating Desire: To help others, to be needed.
THE 12 BRAND ARCHETYPES
The 12 Brand Archetypes were developed by Carol Pearson and Margaret Mark as a system for consistently creating stronger and more meaningful brands. The content on this site has been paraphrased where possible, and cited directly where needed to maintain accuracy.
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