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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.

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Icon art by Roberto-Chiaveri, The Noun Project

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

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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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