Everyone is invited and everyone belongs!
Connection with others
Align with basic values. Create a welcoming community.
Everyone is created equal
Empathy and Authenticity
We can live together in harmony. To appeal to an Everyman you need to make them feel a sense of belonging. Brands that revolve around everyday activities might use this archetype with the message that it’s ok to be normal.Home or family life brands fit this archetype perfectly while elitist positioning or “we’re better” messaging would be a turn-off. Appealing to an Everyman requires honest, humble, friendly and down to earth communication that doesn’t exclude.
Be the Neighbour
They are likeable, relatable, unpretentious, practical and they make you feel like you belong. They have a talent for realism, empathy, listening, and a lack of pretense. Make everyone feel comfortable.
The worst thing you could do would be is to blend in for the sake of appearances or friendliness. Doing anything that might damage your trustworthiness would be equally bad.
Let's Just Hang Out
If your competition is egotistical, pretentious or difficult to work with, you have a great opportunity to show customers just how reliable and easy going you are. Competitors who constantly use industry jargon (in an effort to appear knowledgeable) are also easy to target. You should have no frills and no bull.
To feel left out and not included. To be made to feel unimportant or like an outcast. To not be trusted for ANY reason whatsoever.
The Everyman archetype is expressed through seeking any sort of affiliation, typically spurred by feelings of loneliness.
One learns how to connect (form and nurture relationships) and fit in.
The dignity afforded each person, regardless of differences, is realized and practiced.