October 4, 2016

Exploring Brand Archetypes: The Regular

October 4, 2016

Exploring Brand Archetypes: The Regular

Branding, Brand Archetypes

This is the 6th brand archetype in the series, which explores how brands use literary archetypes to stand out and be remembered.


Everyman. The Realist. The Solid Citizen. The Person Next Door.

“I understand the common man because I understand me in that regard, at least.”

— Vince Mcmahon

Homer of The Simpsons, Bilbo Baggins, and Ronald Weasley — what do they have in common?

Central to these characters’ personality is the Regular archetype — the reliable person, the friend you’d expect to turn up on time, the easygoing mate who’s always good for a chat. Their core desire is to belong and connect with others.

They fear being left out or being rejected or standing out from the crowd. Their weakness? They could have the tendency to hide their own personality in an effort to blend in and belong.

Customers with Regular personality want to feel understood and included. They are trusting and always project the “If they can do it, I can too” attitude.


How Regulars Bring Their Brands to Life

Brands with this archetype encourage consumers to be okay just as they are. Their products and services have low to moderate prices — a big differentiator from elite brands — and their features are for everyday use, so this is an absolute fit for companies that target the homes and families.

If you think this archetype is fit for your brand, do create real connections with your customers. Your ads should appeal towards normal, everyday living. Develop ordinary, solid virtues, and always have the touch of the common man. The tone of voice across all communications should be friendly, humble, honest, and down to earth.


Categories that Have the Regular at the Foundation

Regular brands give people a sense of belonging, which is why their messaging is directed to the everyday life. Here are examples of business categories with the Regular at their foundation.
  • Comfort food
  • Apparel for everyday use


Brands with the Regular Archetype

Regular-Levis.pngLevi’s. This brand is always geared towards the ordinary people, the workforce.

Macca’s. This ad was released in time for Australia Day in 2012. This is a classic example of Australian Regular people, from all walks of life, coming together for a treat at Maccas.

Holden Ute. Everything about this Aussie car ad — the car, the people, the narrator, its tag line “Every man and his dog will love it“ — models the Regular archetype.


Toyota Hilux, “Bugger” ad. This ad shows how the Hilux is used in an everyday setting.

Kraft Peanut Butter 1991 ad — this shows a kids preference over the new product in the market.





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