The relatable archetype. Everyman brands connect with regular people through authenticity, dependability, and genuine care for their community's needs and values.
Voice: Friendly, Humble, Authentic
Message: "Everyone deserves quality they can count on"
Target: Working families, community-minded people, practical shoppers, value seekers
Best For: Retail, consumer goods, automotive, home improvement, everyday services
Avoid: Being pretentious, elitist pricing, excluding any group
Examples: Target, IKEA, Levi's, Ford, Home Depot, Southwest Airlines
Connects with audiences seeking belonging, community, and reliable value.