According to the 2019 Edelman Trust Barometer, only about 54% of people trust businesses to do what is right. Believe it or not, that number is actually UP 6 points from 2018!
So what's a brand to do in the face of distrust? You're a trustworthy company, right?
Enter the regular guy/gal archetype. Also known as the everyman archetype, the regular guy archetype can help brands connect with customers who long for acceptance and those who believe everyone matters. In today's increasingly diverse world, the regular guy/gal archetype resonates with people who believe in equality, root for the underdog, or simply want to be recognized and validated for who they are as people. The regular guy archetype facilitates trust because its easier to trust people (or companies) who accept you for who you are.
Way too simple, right? Not exactly. Let's look at two examples of how the regular guy archetype can work for two completely different target audiences.
The regular guy resonates with people who are frugal, believe in an honest day's work for an honest paycheck, and take pride in their everyday American life. That makes the regular guy a great choice for marketing things like pickup trucks, steel toe boots, or blue jeans. It can also target audiences that need a simple or low-cost service to meet their needs (think easy to understand taxes or inexpensive hotel rooms).
The regular guy also resonates with people who might not be accepted where they are now but will be by your brand. Any movement designed to extend the benefits of "membership" to people who are typically excluded fits with the everyman concept. Come as you are! All are welcome! In this case the brand helps facilitate friendships and promote dignity for all. That's certainly a concept that means something today, don't you think?
If your target audience is looking for belonging, your brand archetype might be a regular guy/gal (everyman). How do you know? Take our archetype quiz and discover which of the 12 brand archetypes might be right for your company.
What's your brand's archetype?
Discover it now with our easy archetype quiz!
About Christina Steder
With 15+ years of experience in consumer product, professional service, and nonprofit marketing as well as brand strategy and client service, Christina provides strategic direction for our clients - linking their ongoing online and content marketing needs to business goals and ROI.
Photo Credit: Adobe Stock
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