The Every Person
Brand Archetype

This archetype positions itself as relatable, ordinary, and accessible to everyone. This archetype is often associated with brands that offer products or services that are widely used or that appeal to a broad audience.

Icon art by Roberto-Chiaveri, The Noun Project

Down to earth | Supportive | Faithful | Folksy | Person next door | Connects with others

Key Characteristics

Relatability

Every Person brands often emphasize their ability to connect with their customers or clients on a personal level and to understand their needs and concerns.

Ordinariness

Every Person brands often position themselves as ordinary and down-to-earth, and may use language and imagery that evokes a sense of familiarity and comfort.

Accessibility

Every Person brands often emphasize their accessibility and affordability, and may use language and imagery that evokes a sense of inclusivity and openness.

Simplicity

Every Person brands often emphasize simplicity and ease of use, and may use language and imagery that evokes a sense of efficiency and practicality.

Universality

Every Person brands often position themselves as being relevant and useful to a wide range of people, and may use language and imagery that evokes a sense of universality and inclusivity.

Strategy

Use the following strategy in your marketing communications to connect with your target audience.

Suggested color guide for using color to communicate the brand‘s values and attributes.

Connection

Aligning with basic values or creating a welcoming community.

Color

Palette: Friendly, Approachable, Comfortable

Key Colors: Earth Tones, Orange, or Blue

Ikea | Walmart | Gap

Company Examples

Craft a Brand That People Will Love

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