The 12 Brand Archetypes

The Everyperson

Friendly. Humble. Authentic.
Take the Brand Personality Quiz

Example Brands

IKEA logo
Target logo
KFC logo

You're just like me and I'm just like you.

Brands that adhere to the Everyperson archetype are unpretentious and respectful of others. They put themselves on equal footing with their customer. They are humble, down-to-earth and dependable. Everyperson brands appreciate the ordinary, simple joys in life and they embrace solid virtues like common sense, authenticity and hard work. As such, they’re not interested in luxury or status. Instead, they maintain a realistic perspective on the world.

They aim to be neighborly and helpful, also motivating others to do their best or to pitch in to help solve problems. Everyperson brands will bounce back after a setback as they’re naturally resilient. They will get the job done properly and they will consistently offer quality products and services. Everyperson brands are familiar, honest and friendly with a strong feeling of empathy. They strive to make connections as their ultimate goal is to create a sense of belonging.

The Everyperson

Color Palette Example

"When we treat each other with honesty and friendliness, we can live together in harmony."

The Everyperson audience desires to connect with others. They prefer familiar to strange and so they appreciate brands that are trustworthy and that provide reliable products. The Everyperson brands help their customers accept themselves as they are. They appeal to their audience by being approachable, friendly and likeable. Innovation is not as important as the sense of being ‘one of us’.

The Everyperson

Real World Branding Example

How to Use This Archetype

Everyperson brands go back to basics. They don’t offer anything fancy or extravagant. Instead, they provide practical and functional products that focus on meeting a basic need and that appeal to a broad audience. They also cultivate a simple brand image, representing themselves as dependable and open. Everyperson brands typically present products that give people a sense of belonging. In terms of communication, the Everyperson brands express themselves in an ordinary voice. They commonly include money back guarantees to build trust and they avoid outlandish claims or anything that could shock or disturb their audience.

Hi, I'm Brian!

Let's integrate this brand archetype into your logo design & website!
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Brian Morrison is a Branding, Graphic & Web Designer with over 20 years of experience.

  • Branding & Logo Design
  • Website Design
  • Graphic & Print Design
  • Social Media Marketing
  • Business Automation

Brian Morrison has a unique ability to tell fascinating brand stories through design, which helps businesses connect with their customers in a meaningful way. His work is both delightful and purposeful, and he is passionate about helping businesses communicate their message effectively.

Brian’s skills as a graphic designer, web designer and brand builder make him an invaluable asset to your business when you’re looking to stand out from the competition.

The Everyperson

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