i got your results!
you are the every person
Good Neighbor, Member, Confidante, Realist, Regular Jane/Jo, Silent Majority
No Person is an island
"What [you] need is an enduring and reliable compass - a fixed place that illuminates both where [you] are and where [you] must go.
[...] the theory of archetypes can act as this compass."
The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes
What are BRAND archetypes?
Brand archetypes are like the personality traits of your business—they're the heart and soul behind your brand that helps you connect with your audience on a deeper level. Think about the difference between hearing general information about a business and being able to subconsciously imagine that business, and yourself, as familiar characters in a story. See how much more interesting that is?
This character, or archetype, can guide how your brand communicates, what your values are, and how you make people feel. It's about finding your unique voice in a crowded world and building a relationship with your clients that feels genuine and meaningful. For creative online business owners, tapping into your brand's archetype isn't just about marketing: embracing your archetype helps make your business a true reflection of what you stand for and the impact you want to make in the world.
This concept was influenced by Swiss psychiatrist Carl Jung and developed by co-authors Margaret Mark and Carol S. Pearson in their book The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes (2001). They explored 12 archetypes that fall under 4 main categories: independence, belonging, stability and mastery.
Embracing your archetype helps you build a consistent brand with strong messaging, strategy, story, identity, and positioning.
The [EveryPerson] demonstrates the virtues of simply being an ordinary person, just like others."
The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes
You believe that everyone matters, just as they are and that good things in life belong to everyone. You think that social networks are key to happiness and you're always eager to fit in.
An Everyperson identity might be right for your brand if:
- your product or service helps people belong or feel that they belong
- your product or service is used in everyday life
- your product or service needs to differentiate itself from higher priced or elitist brands
your motto
All men and women are created equal
GOAL | to belong, fit in
STRATEGY | develop ordinary solid virtues, the common touch, blend in
CALL | loneliness, alienation
CORE DESIRE | connection with others
SUPER POWERS | seeing people for their authentic selves and accepting them without pretense, despite their differences
TRAP | give up self to blend in, in exchange for only a superficial connection
FEARS | standing out, seeming to put on airs, and being exiled or rejected as a result
VOICE | relatable, down to earth, friendly, honest, light
With all this knowledge,
you can infuse more meaning, personality, and purpose into your brand. The overall feeling you create in your branding, design, and words is what tells someone if your brand is for them or not. Letting your archetype influence that feeling can help attract the right client to you.
Start implementing some little things
you’ve just learned, like shifting how you speak to your audience. As you're the Everyperson, words that could describe your brand feeling and tone are: community, belonging, support, connection, authentic...
You can also show your Every Person personality
by being super relatable to your audience. Choose imagery that makes your clients and customers feel welcome and understood in your space. You could create a safe, intimate space by showing your true self, with your flaws and everything else, and showing your audience that they can do the same.
EMBRACE YOUR IDENTITY
WITH ARCHETYPE-INFORMED,
story-inspired SHOWIT TEMPLATE DESIGN
Visit the shop, The Archetype Atelier, to explore a template
designed just for Every Persons, and let your imagination run wild.
Let’s unlock the power of your uniqueness
and create a brand experience that evokes emotion and inspires connection.
BUILD A semi custom brand
TAILORED PERFECTLY TO WHO YOU ARE,
DESIGNED TO EXPRESS
THE very soul OF YOUR BUSINESS
MEET YOUR ARTISTS & ALCHEMISTS
Clarisse
Brand & Web Designer for Quiet Souls
Soulspell Studio
@soulspellstudio
Theresa
Website Copywriter & Meaning-Maker
Little Flame Creative
@littleflamecreative
We are The Archetype Atelier
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