Understanding the Regular/Guy Archetype

Brands that identify with this archetype are often focused on being approachable, authentic, and maintaining a strong connection with their customer base. They aim to build a relationship with their customers that is built on trust, honesty, and openness, and they do this by staying true to their values and mission. Ultimately, this archetype is one that is loved by many, because it is so easily identifiable and relatable, and it represents the idea of being a good, honest, and trustworthy person.

Some companies that identify with the regular guy/gal archetype include; Walmart, McDonald’s, Coca-Cola, Nike, and Target.

Benefits of Adapting to The Regular Guy/Gal Archetype

Wide appeal: This archetype is relatable and familiar to many people, making it a safe bet for companies that want to appeal to a broad audience.

Authenticity: Brands that embody this archetype often come across as honest and transparent, which can build trust with customers.

Affordability: This archetype is often associated with low prices and affordability, making it a good fit for companies that want to position themselves as budget-friendly options.

Risks of Adapting to The Regular Guy/Gal Archetype

Lack of differentiation: Because this archetype is so common, it can be difficult for brands to stand out and differentiate themselves from competitors.

Perceived as average: While being relatable can be a benefit, it can also make a brand appear ordinary or average, which may not be desirable for some companies.

Limited appeal: While the regular guy/gal archetype is relatable to many people, it may not be the best fit for companies that want to target a specific niche or demographic.

Brand Strategy

For brands looking to embody the Regular Guy/Gal archetype, a key strategy is to focus on building and maintaining a strong sense of authenticity and approachability. This can be achieved through transparent communication, relatable messaging, and an emphasis on affordability and value. However, it is important for brands to also find ways to differentiate themselves from competitors and avoid being perceived as too average or ordinary. One way to do this is by leveraging the relatability of the Regular Guy/Gal archetype to create targeted marketing campaigns that speak directly to specific niches or demographics. By striking a balance between relatability and differentiation, brands can successfully embody the Regular Guy/Gal archetype and appeal to a wide range of customers.

Color Palette Examples for Regular Guy/Girl Brands