As I continue my weekly series of brand archetype pocket profiles, I'm shining a light on the friendliest of all the archetypes. If your brand considers itself friendly, humble and authentic; and if you have a strong desire to help others feel they belong, it's likely that your brand identifies strongest with The Everyman. This archetype is brought to life on the big screen via Clark Griswold, the perfectly ordinary, yet lovable and likable dad from the timeless National Lampoons franchise. He's inoffensive and does his gosh darn darndest to ensure his loved ones live in harmony. Despite being considered 'ordinary', he can and will achieve extraordinary feats under extraordinary circumstances. He's the guy we cheer for from the sidelines, hoping he'll achieve hero status, if only for a short while.
The Everyman believes that 'when we treat each other with honesty and friendliness, we can live together in harmony'. They're down to earth and supportive; the girl or guy next door.
Read on for the ten signs that your personal or business brand might also be considered 'The Everyman':
~ You experience FOMO (fear of missing out) more than most. You love to be where the action is, even if it means being a spectator.
~ In the case of emergency, you break glass. If the occasion calls for it, you'll be one of the first to take action if it helps the greater good and returns the status quo to a state of harmony.
~ Your sleeves are almost permanently rolled up. You value the work. The grounded, roll your sleeves up type of work that leaves you feeling happily exhausted at the end of a long day.
~ You believe mood swings are a type of playground equipment. You're typically calm, measured and even-handed in your approach to connecting with others. Unless of course, you're faced with injustice.
~ You believe worrying is a waste of time. And that life is a series of ups and downs. You don't sweat the small stuff, which allows you take action with the big stuff whenever it presents itself.
~ You think "airs and graces" was the name of an 80s soft rock band. You're not swayed by expensive brands or experiences. And you certainly wouldn't expect others to pay top dollar for your services. Your unpretentiousness makes you one of the most endearing brand archetypes of all.
~ You need to work harder than most to be heard. Lacking a distinctive identity is an ongoing challenge for The Everyman. But if we remember Clark Griswold almost 40 years after we were first introduced to him, there's hope for you yet!
~ You value family and community over commercial gain. A highly commendable and refreshing quality.
~ The only spotlight you enjoy is the shop on Nepean Highway. You can be a paradox because you hate missing out and standing out in equal measure. As long you're at the party though, you don't mind being the baby put in the corner.
~ You're (not) simply the best. You shy away from telling the world that your products or services are the most awarded / biggest / best / strongest. In fact, you'd much prefer to be open about what you can and cannot do. Managing expectations is what you do best.
Toyota, eBay, IKEA and Target are all Everyman brands.
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