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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.


Icon art by Roberto-Chiaveri, The Noun Project

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

Key Characteristics



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.


Aligning with basic values or creating a welcoming community.


Palette:  Friendly, Approachable, Comfortable

Key Colors: Earth Tones, Orange, or Blue

Ikea | Walmart | Gap

Company Examples

A brand archetype is essentially a shorthand way of communicating the core values, traits, and motivations of a brand. By understanding your brand's archetype, you can craft marketing messages and develop a creative strategy that speaks directly to the psychological needs and desires of your target audience.
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