"I'm just like you."


Everyman Brand Archetype Wheel

The everyman archetype¬†understands the importance of human connections and enjoying life’s simple pleasures.

A few qualities of the EVERYMAN or EVERYPERSON Archetype include: connection, togetherness, comfort, community, equality, fellowship, inclusion, unity, accessibility, and trust.

Brand archetypes help you express the personality of your brand to customers.

Based on the work of Psychologist Carl Jung, archetypes tap into the character and values of your brand, making it more relatable.  This helps you to form stronger more authentic connections and build brand loyalty.

Jungian archetypes are defined as universal, archaic symbols and images that derive from the collective unconscious. (Wikipedia)

When you do the work to clearly define and leverage your brand’s archetype, your business will be more successful in attracting and engaging the right customers.




Everyperson Archetype Industries

Here are a few common industries where you may find the everyperson brand archetype:



Comfort or Fast Food

Family Auto


Everyday Clothing

Everyperson Archetype Brands

Here are a few well-known brands that embody characteristics from the Everyperson Brand Archetype:


Expect More. Pay Less.


Save Money. Live Better.


Dress normal.


Comfortable. Jeans.


The King of Beers.


Creating a better everyday life for the many people.


Home starts here.


Is my Brand the Everyperson Archetype?

The most important thing to consider when selecting an archetype for your brand is what will most resonate with your customers.

Start by asking “What do we most want our brand to evoke for our customers?”

Here are a few statements to help determine if your brand fits the Everyperson Archetype:

  • My brand will help customers create relatable connections and feel a sense of fellowship and community.
  • My brand is down to earth and will help customers enjoy the simple, good things in life.
  • I feel that the spirit of my brand most embodies fellowship, connection, community, inclusion, and accessibility. The everyman is down-to-earth and relatable.

If you would like to do a deeper dive into your branding, download my free branding workbook.