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so you're an

Everyman?

Woohoo! Good for you!

YOU MIGHT HAVE KNOWN THIS ABOUT YOURSELF FOR AGES, OR IT COULD BE A TOTAL SURPRISE.

Either way, before we dig into the specifics of what this means for you and your business, I want to give you a quick overview of what an archetype actually is…

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An archetype is universally familiar character or situation that transcends time, place, culture, gender and age. It represents an eternal truth.

- Jon Howard-Spink

Basically, an archetype is an element of the human experience that’s so universal, we all relate to it without even thinking.

These archetypes are deeply embedded in our psyches – so much so that we’re often not even aware that they’re influencing our thoughts and feelings.

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A Brand Archetype?

That’s when you consciously anchor your brand to one of these deeply embedded universal themes.

AND WHY (THE HECK) WOULDWE DO THAT?

Well, when your brand is in alignment with who you are as a person – i.e. your true archetype – your business starts generating momentum and attracting customers on a level that previously seemed unattainable.

It’s also a way to get your brand to do all the heavy lifting for you – so that you can show up as your true self, and start making the kind of impact (and income) you want, without feeling like you’re pushing a big-ass boulder uphill.

So, without further ado,

LET’S DIVE INTO HOW TO MAKE YOUR BRAND ARCHETYPE WORK FOR YOU…

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You can have more than one archetype.

In fact, most of us do. You’ll usually have one main archetype that serves as your primary category, then some secondary and tertiary ones. We’ll be delving into your primary archetype today.

A few quick facts...

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There are HEAPS of different archetypes.

More than 60, in fact.

But broadly speaking, they can be broken into 12 ‘families’ – Healer, Rebel, Explorer, Alchemist, Queen, Hero, Sage, Jester, Creator, Innocent, Lover, and (of course) Everyman.

HERE ARE SOME OTHER ARCHETYPES IN YOUR “family”

Your archetype does not define or limit you. Rather, it’s a lens that can help you better understand yourself and the people who are attracted to you and your work.

It can also help you avoid common challenges that may crop up, and help you feel less alone in your struggles.

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What it means to be

An Everyman...

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    YOU’RE AT YOUR BEST WHEN:

    You’re helping people fit in and feel comfortable; you’re capturing their hearts with your ‘down-home’ charm.

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    YOU’RE DRIVEN BY:

    A desire to connect with others and feel like you belong.

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    YOU LIKE TO:

    Fit in. Be relatable. Be seen as ‘down to earth’.

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    WATCH OUT FOR:

    Trying to fit in so much that you blunt your own edges.

FAMOUS SAGES

Barack Obama

Likeable, charming, diplomatic, and an underdog – all hallmark characteristics of the Everyman, and all embodied by the former president.

Tim Ferriss

With an empire built on self-experimentation, Tim puts himself forward as a ‘normal guy’ doing extraordinary things.

Ron Weasley

(From Harry Potter)
The friendliest, most relatable ginger-ninja at Hogwarts.

Friends

The quintessential 90’s TV show, which was all about hanging out with people who love and accept you, quirks and all.

Masterchef

Along with many other reality TV shows, Masterchef is filled with ‘girl-next-door’ and ‘average Joe’ types, who are given the opportunity of a lifetime.

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The Everyman

as a business owner

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YOU’RE DRIVEN BY OLD-FASHIONED VALUES.

Honesty, decency, common sense… they’re ingrained in you, they’re how you run your business, and your customers love you for it.

Don’t get caught up in thinking that you need to be edgy or to reinvent the wheel; your customers appreciate your steadfastness and old-school charm.

YOU’RE ‘JUST LIKE EVERYONE ELSE’.

Which means your achievements are truly inspiring to others, as they demonstrate what’s possible for an everyday person when they simply set their mind to something.

For this reason, consider sharing your difficulties and challenges with your audience. They make you even more relatable, and enhance the transparency factor (which your audience digs so much).

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A change is brought about because ordinary people do extraordinary things.

- Barack Obama

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YOU’VE GOT A GREAT WORK ETHIC.

You take pride in what you do, and always strive to deliver on your promises.

This builds great trust in both your customers and your employees/team members – they know that you’re someone they can rely on, and you’ll get the job done.

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My heroes are just everyday people who work hard, are honest and have integrity.

- Jordin Sparks

YOU LIKE BEING LIKED…

Which is great. But remember that old saying, ‘You can’t please all of the people all of the time’? That’s a truism every Everyman should scribble on a Post-it note then affix somewhere prominent. (Your forehead, perhaps?!)

It might kill you that some people just don’t get you and your brand. (After all, you’re so damn likable… what the frick is wrong with them?!!)

But trying to make everyone happy will just water down your essence and make you mediocre… which is something you are definitely not.

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Like moths to a flame...

The types of people who are organically drawn to you, as an everyman, value trust, reliability, honesty and goodness.

What this means for you:

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    Building trust with your audience is super important, especially when you’re selling to them. So consider offering generous money-back guarantees and plenty of trust symbols on your sales page.

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    Connecting with your audience on social media is especially effective for Everymen, as it allows you to talk to your people in your most natural, colloquial voice about everyday issues. (So if you’re yet to experiment with Instagram Stories or Facebook Live, give them a whirl! No fancy set-up or outfits required, by the way – your natural self is what your peeps want to see!)

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    Your people value truth, honesty and transparency. So avoid making any gratuitous claims or hyping things up in your marketing.

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KNOWING WHAT YOUR ARCHETYPE IS ALLOWS YOU TO UNDERSTAND HOW YOU’RE PERCEIVED BY OTHERS, HOW YOU CAN WORK WITH YOUR NATURAL TENDENCIES (NOT AGAINST THEM),

AND HOW YOU CAN CREATE ALIGNMENT BETWEEN YOUR INNER TRUTH AND YOUR OUTER WORK.

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How to weave the Everyman Archetype into your branding

THE COPY

WORDS THAT WILL TURN YOUR IDEAL CLIENTS ON INCLUDE:

FRIENDSHIP EQUALITY EMPATHY CAMARADERIE CONNECTION SISTERHOOD WHOLESOME UNDERDOG VIRTUE COMMON-GROUND AUTHENTICITY SIMPLICITY EVERYDAY EMBRACE COMFORT LIKEMINDED LOCAL RELATABLE CHARMING VALUES MATES INSPIRATION UPLIFTING ENCOURAGE REAL RAW LIKEABLE WELCOMING INVITING PERSONABLE FRIENDLY WARMTH GENUINE DOWN-TO-EARTH BESTIE

Don’t be afraid to weave the above words into your About page, your Home page, your bio… anywhere where people are looking to find out more about you (and by extension, themselves).

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The Look

Warmth, comfort and familiarity are your (gooseberry) jam. And your community wants to feel those qualities in your branding.

So rather than seeking to follow trends, or imitating the looks you see online, take the time to delve within and figure out what genuinely resonates with you on a heart-and-gut level.

AS AN EVERYMAN, YOU MIGHT FIND YOURSELF DRAWN TOWARDS LOOKS THAT UTILIZE:

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The Feel

(I.E. THE CUSTOMER EXPERIENCE)

A massive part of branding is how your customers feel whenever they interact with you – whether that’s through a random email, a visit to your website, or as a paying customer.

As an Everyman, the people who are attracted to you want to feel welcomed, comfortable, and ‘at home’ with your brand.

YOU CAN INFUSE THESE QUALITIES INTO YOUR CUSTOMER’S JOURNEY BY DOING THINGS LIKE:

  • Personalise as many of your communications as possible – newsletters, emails, the works. And steer away from stock-standard greetings and sign-offs. Ditch “Kind regards” for whatever you’d say to your real-life bestie.
  • Feeling welcomed is super important to your community. Perhaps you could create a digital ‘welcome pack’ for subscribers to make them feel special, or send all new clients a small gift to welcome them aboard.
  • Pay particular attention to your home page – the metaphorical ‘welcome mat’ for your business. Ensure that it’s as inviting, warm and appealing as possible. (A good designer can help you nail this oh-so-important aspect of your website.)
  • Responsive, friendly customer service is especially important for your archetype. Treat others how you would like to be treated (an approach that comes naturally to you anyway!)
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So there you have it

YOU NOW KNOW:

What your True Brand Archetype is and why it’s so important to youronline presence.

Why you’re motivated by some things… and totally turned off by others.

How to amplify your natural strengths (and avoid the common pitfalls that keep so many Everymen stuck).

And how to use your archetype to ignite your brand and attract your ideal customers – specifically through how your website looks, what you say on it, and how you make your customers feel.

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Your next steps...

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TAKE ACTION

Commit to taking ONE STEP today to bring a little more of your true self to your business. (Can you quickly revise your bio to include some key words? Can you spend five minutes creating a Pinterest board of visual ideas? Or can you tweak one part of your customer experience to make it more *you*?)

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GET IT DONE FOR YOU

Come check out our Branding Packages and elevate your online presence from ‘eh’ to enviable with the help of our creative team.

Share your results

with your friends

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I'm an Everyman

And proud of it!

Did you enjoy the quiz?

Invite your friends to take the quiz to find out their Brand Archetype

Thank you so much

For taking the Brand
Archetype Quiz!

Fist bumps to you, friend, for daring to play bigger, aim higher, and dig beneath the surface.

Over the coming weeks, I’m going to be popping into your inbox with more insights as to how to make your brand archetype work for you, so keep your eyes peeled!

‘Til next time,

- ELLISSA

ellissa