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Do you want your brand to be the trusted friend everyone turns to for advice and support — the one people can always count on?

If so, then your brand personality could align with the characteristics of the Everyman, one of the 12 brand archetypes created by psychoanalysis Carl Jung.

When used in the context of your brand, aligning with the Everyman persona can help you create a stronger connection with your ideal audience by aligning your values with theirs.

Find out how to leverage the Everyman archetype and build up your brand to better align with your target customer base.


Understanding the Everyman Brand Archetype

The Everyman is the people’s brand.

Everyman LAIRE Archetype-Card-2023_1100px

Out of all 12 brand archetypes identified by psychoanalyst Carl Jung, the Everyman is like a loyal friend or neighbor. Their core values are rooted in the philosophy that all human beings are fundamentally equal and deserve respect and compassion.

The Everyman is down-to-earth. Reliable. Supportive. They’re often the go-to for building a sense of community and equality. The Everyman archetype shows that there’s no such thing as “average.”

“Although we’re all equal,” says the Everyman, “we’re also all unique. And that’s something to be celebrated.”

Brands that align with the Everyman archetype are perceived as friendly, trustworthy, and approachable — a true friend in times both good and bad.

Defining your brand's archetype is an important step in creating a successful marketing strategy. It’s a foundational element that, if ignored, will cause a lot of issues for your brand down the road.

Why? Because you won’t have a solid, clear-cut identity. And an identity is the path through which you can find your ideal audience and connect with them on a deep level.

Let’s talk about the key characteristics of the Everyman and whether your brand aligns with this persona.


Key Characteristics of Everyman Brands

The Everyman is inherently relatable. They’re like your friendly neighbor who’s always there to lend a helping hand. The Everyman archetype is characterized by the following key traits:

  • Dependable
  • Trustworthy
  • Humble
  • Inclusive
  • Team player
  • Relatable
  • Friendly
  • Down-to-earth

The brands that align with the Everyman archetype present themselves as approachable, dependable, and genuinely invested in the well-being of their community. This alignment helps them cultivate a loyal following that sees the brand as a reflection of their own values and experiences.


Who Is the Ideal Audience for Everyman Brands?

If your brand falls under the Everyman archetype, then you should focus on speaking to people who value authenticity, equality, and practicality.

The target audience for this archetype is typically quite broad and consists of a wide demographic range, but there are specific characteristics that define those who resonate most with the Everyman:

  • Community-oriented
  • Empathetic
  • Supportive
  • Straightforward
  • Kind
  • Friendly
  • Approachable
  • Hard-working

People who value a strong sense of community are naturally drawn to brands that exemplify the Everyman archetype. They believe in the strength of the collective and often prioritize group goals over their own individual ambitions.

Archetype Deep Dive- The Everyman

This audience represents the average, hardworking American who values teamwork and understanding.


Everyman Archetype Brand Examples

Everyman brands strive to bring more inclusivity into the heart of their communities. They make sure that every move they make comes from a place of confidence in themselves and trust in their fellow man.

Here are a few examples of brands who embody the Everyman archetype best:



When you think of running errands, it’s highly likely that a stop at Target will be included. Why? Because Target positions itself as a welcoming, one-stop-shop for all.

They’re deeply focused on diversity and inclusion in both their product offerings and the way that they advertise, and they’re known for their customer-friendly policies.



Since 1853, Levi’s has been synonymous with durable, reliable clothing. They’ve been trusted for generations, and because of that, their brand has expanded to include products for every body type, which allows them to appeal to a wide audience.

Their quality is reliable, and they’ve managed to maintain a straightforward, no-nonsense approach to fashion — emphasizing quality and classic style over quick trends.


Southwest Airlines

Southwest Airlines is known for its flair in the air. They’re casual (no seating assignments!), prioritize low prices and friendly service, and they’ve often gone viral on social media due to their hilarious flight announcements.

They cater to anyone who’s looking for a great deal without breaking the bank, and that’s why they’re one of America’s most popular airlines.



As the quintessential American car brand, “Built Ford Tough” is the catchphrase Ford has used to represent its durability, reliability, and powerful vehicles. Their cars are marketed as a trustworthy companion for the everyday driver, capable of handling both heavy-duty work and relaxing drives with ease.

These brands successfully embody the Everyman archetype by prioritizing their accessibility and reliability through their products and messaging. They’re able to create strong connections with their audiences because they’re honest and strive to provide value to their customers.


How to Own Your Everyman Brand Archetype

If you’re considering adopting the Everyman archetype, the first step is to evaluate whether this persona aligns with your brand's core values and your target audience's wants and needs.

The Everyman is a good fit for businesses that cater to a broad demographic and offer practical and reliable products or services to their community.

If your brand’s core values emphasize an approachable, humble, and authentic persona, and if your target audience consists of everyday consumers looking for straightforward, dependable solutions, then the Everyman archetype might be ideal for you.

It’s best to avoid this archetype if your brand prioritizes a more exclusive or luxurious feel. For example, a high-end fashion brand will do well to steer clear of this archetype, as it won’t seem sincere.

The Everyman archetype thrives on simplicity and relatability, so brands that depend on creating a sense of elitism and prestige may dilute their impact by adopting this persona.

To express Everyman characteristics in a genuine way, consider your messaging. Highlight real-life scenarios and relatable stories in your marketing campaigns by featuring diverse and everyday individuals.

Additionally, make sure that your customer service is top-notch. You need to be approachable and exemplify genuine care and support.


All for One, One for All

If you offer great value and reliability with a no-frills approach, the Everyman archetype is a great way to build solid connections with your audience. It’s all about creating a strong sense of community, loyalty, and unity in all that you do.

If your business is considering adopting the Everyman archetype or exploring other branding possibilities, schedule a free 20-minute branding assessment with our team.

We’ll help you evaluate your current branding strategy and explore opportunities for growth and alignment with the archetype that best suits your brand.

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Ika Chigogidze

Ika Chigogidze

Ika brings an academic background in ancient languages to the marketing realm, giving her a unique perspective on sales and marketing copywriting. Her experience spans B2B and B2C businesses in all industries, with a knack for crafting compelling and persuasive, yet educational content.