Everyperson Brands are those who want to belong to a community. Therefore, they are also known as the realist, the regular guy or the friend.

Down to earth and with solid values, they make excellent brands for a diverse crowd, and are at heart a social brand. As their main goal is to belong, they often build communities that help both themselves and their clients. Everyperson brands desire genuine connection, a circle of followers, friends and confidants.

This sense of belonging creates a message that all are created equal. The Everyperson is the most fair and least judgemental of all the archetypes. They believe in giving people a chance to show their best and do so with a strategy of building common ground. They are motivated by ideals of creating a community and the idea of belonging to something greater than themselves.
The Everyperson fears being unwelcome and elitism. Therefore, they usually come across as humble and most importantly, welcoming. They need to be aware that this humility and honesty can make them forgettable, so they must make sure to be in regular contact with their audience.


At their best, Everyperson brands are welcoming and friendly. Additionally, great Everyperson brands are incredibly reliable. They naturally attract a range of clients, but predominantly those who value being part of a community. At their worst, and without care and attention, they can be seen as weak, suggestible or conventional.

With belonging and community as their key drivers, Everyperson brand identity is great for everyday brands. They also work well for community building brands, such as networking groups. They have an innate ability to bring reliability to their clients. This means they can build a community of loyal followers who are happy to be involved with the company. Everyperson brands are great at building something bigger than themselves.

If you’re interested in finding your Brand Archetype and how it can help your business, contact us here. Alternatively, book onto our Brand Adventurer course to discover even more about your brand.


Print Lady


Our example of an Everyperson Brand in the ONLE Network is The Print Lady. Ainslie Chivers first stepped into the print industry as a trainee 30 years ago and is still fascinated by its constantly changing world. From state-of-the-art technology to revived vintage techniques, she loves the vast range of possibilities you can achieve through print.

Ainslie to present themselves and their business in the best way, that reflects their individuality and personality and most importantly makes them remembered over their competitors. She helps a truly varied range of clients, who have become somewhat of a community .She is a firm believer in seeing what mighty things can grow from the smallest seed of an idea, so a business card for a start up is as important as a big brochure run.

There is a certain earnestness to Ainslie’s brand, and it’s easy to see the sense of community and belonging. The brand uses a simple mix of neutrals and attention grabbing secondary colours to create a feeling of belonging. It is easy for clients to feel welcome and that their time is important through a minimalist approach.