Citizen, Advocate, Servant, Networker, Friend, Neighbour, and Average Joe.
The Everyman above all wants simply to belong. They tend to blend into society as ‘everybody” and don’t like to stand out in the crowd. They’re friendly and easy to talk without being overly funny or overly rude or overly loud.
They lend their trust easily though they fear being rejected. They are relatively positive and strive to fit into the group.
They tend to have a liking for most things without being overly passionate about one. The Everyman can be quite liked but can also be easily forgotten.
The Everyman's biggest strengths are that 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. They just make everyone feel comfortable.
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.
The worst thing you could do would be to lose a handle on your brand in an effort to blend in or for the sake of appearances or friendliness. Doing anything that might damage your trustworthiness would be equally bad.
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.