Brand Personalities

The Everyman

Everyman brands are successful at establishing a sense of belonging and human dignity to others; creating hard-working teams that take pride in their work; and fostering real camaraderie among employees. They are also seen as the person next door, the realist, good old boy, solid citizen and good neighbour due to their attributes of realism, empathy and lack of pretense.

Attributes: not pretentious, straight shooter, people-oriented, reliable, dependable, practical, down to earth, values routine, predictability, status quo, tradition

Motto: All men and women are created equal
Core Desire: connecting with others
Goal: to belong
Greatest fear: to be left out or to stand out from the crowd
Strategy: develop ordinary solid virtues, be down to earth, the common touch
Weakness: losing one’s own self in an effort to blend in or for the sake of superficial relationships
Talent: realism, empathy, lack of pretense

The Everyman provides a good identity for brands:

  • that give people a sense of belonging
  • with an everyday functionality
  • with low to moderate prices
  • produced by a solid company with a down-home organisational culture
  • that need to be differentiated in a positive way from more elitist or higher-priced brands

Everyman also known as:

  • Egalitarian: Believes in the inherent worth and dignity of all
  • Realist: Tries to face the facts as they are, not as she or he wishes they were
  • Communitarian: Seeks and builds community in all situations
  • Comrade/pal: Likes to be one of the gang
  • Democrat: Believes in the concept of “all for one and one for all”


WRD has created a Brand Personalities online app which through a series of steps we are able to determine (alongside the business owner) what brand archetype they are. For more information on this service, please call 02 4732 4766 or email your enquiry.