10 Brandonian Archetypes Profile REGULARGUY GAL

REGULAR GUY/GAL
Archetype Profile
Your Brand Archetype
Insights.
brandonian.com
This is your Bradonian Archetype
Profile insights document. This
report captures the essence of
your own archetype and is a
valuable resource for building or
CONTENTS
strengthening your brand.
The Methodology
The values and behaviours aligned How we define your future brand..................3
with your archetype should
Meet all the Archetypes...................................4
provide a set of guidelines for your
How Archetypal Theory is applied................4
organisation’s activity.
Once your brand has been aligned
to an archetype you can use it to Meet Your Archetype
confidently navigate your future The Regular Guy/Gal.........................................5
marketing and business direction. Motivational Theory...........................................8
Always ask:
“Are the plans that we Using Your Archetype

are making aligned Within business.................................................10
with our Archetype?”

From here you can flesh out your The Regular Guy/Gal Trap
brand strategy further to include Not being taken seriously.............................. 12
all your future business and
marketing activities.
Regular Guy/Gal
Customers
What are the characteristics?........................ 13
Awakening Your Archetype

How to present a Regular Guy/Gal brand?.14
What’s Next?
Tell the world...................................................... 15
Get some help................................................... 15
Copyright Statement
© Copyright Brandonian Pty Ltd – All IP, ideas,
concepts and supporting materials are the property
of Brandonian Pty Ltd.
©Brandonian P/L | All concepts presented remain copyright of Brandonian

2 www.brandonian.com
UNDERSTANDING OUR
METHODOLOGY
Your brand’s future direction
is based on a bespoke position
mapping methodology.
HOW WE DEFINE
YOUR FUTURE BRAND
We believe marketing is a method and consumer
buying behaviour is a science. We developed
our Brandonian system to combine the two to
make marketing a methodology that we term
neuro-marketing.
Brandonian’s branding methodology is based on Swiss

psychiatrist Carl Jung’s theory of ‘archetypes’ or brand
characters. Jung’s research concluded that everyone shares
an innate understanding of what certain characters are and
represent. Therefore, archetypes allow us to define the ‘soul’
or essence of your brand and to express it with universal
feelings and instincts we all share and can relate to.
When we start telling your brand story using the language of your
aligned archetype people will easily connect with your brand.
They get you. They know what you stand for. It feels right!
Most importantly, a great connection with your customer or

stakeholder becomes a SIGNIFICANT POINT OF DIFFERENCE
in the market.
A powerful, aligned Brandonian brand no longer has to rely on

differentiating on price, features or benefits.

MEET ALL THE ARCHETYPES
HOW ARCHETYPAL THEORY IS APPLIED
The online quiz you have just completed prompted you to carefully consider your brand’s true
motivation (‘what it is you are REALLY selling’); and what your customer’s emotional response should
be when experiencing your brand.
At Brandonian, we contend that this ‘true motivation’ (the ‘Why?’) creates
a more powerful connection with customers and stakeholders than simply
experiencing the product or service.
Simon Sinek said it best when he said,

‘People don’t buy what you do, they buy why you do it’.
Your brand’s emotional connection with your customers is defined by your archetype. You can
tell your brand story from your business’s perspective as to why you have created what you
have. Or, you can tell your brand story from a customer’s perspective telling why they need, or
what they can expect from using your product or services.
This document provides assistance for you, your team, and any future employees to
understand your archetype. When your archetype is understood it will help you appeal to the
right customers, and communicate your ‘why’ more effectively.
Your business will be seen and heard and stand apart in crowded marketplace.

THE EXPLORER
THE
Your FutureREGULAR
Brand promises new
experiences and challenges us to
give themGUY/GAL
a go. By trying them, we
create the possibility to learn a little
Down-to-earth,
more about unpretentious,
ourselves.
approachable, dependable,
supportive and friendly.

REGULAR GUY/GAL
The Regular Guy/Gal is down to earth, friendly, supportive
and simply desires connections with others.
“All men and women are created equal”
Wish Connection with others
Focus To belong, fit in
Fear Standing out, seeming to put on airs and being exiled or rejected as a result
Strategy Develop ordinary solid virtues, the common touch, blend in

Trap Give up self to blend in, in exchange for a superficial connection
Purpose Realism, empathy, support, strength of character

THE REGULAR GUY/GAL
The Regular Guy/Gal demonstrates the virtues of simply being an ordinary
person, just like others; they are unselfish, faithful, supportive and friendly.
The underlying value is that everyone matters, just as they are. The philosophy
is that the good things in life belong to everyone as a right.
The Regular Guy/Gal brands give people a sense of belonging, a chance to be
part of a group, where there is friendship and care.
The Regular Guy/Gal Business:

The Regular Guy/Gal archetype frequently has a sense of group identity. They
represent the universal and often unpretentious experience of being ‘human’ —
the highs, the lows, the bitter and sweet. This archetype believes in the values
of the importance of being grounded, unselfish and approachable.
The Regular Guy/Gal Culture:

There is an understanding of ‘what you see is what you get’. The work
environment is casual but with a dedicated approach to the work. Regular Guy/
Gal cultures have an understated, non threatening goal to be helpful to all.
Examples of the Regular Guy/Gal Brand:

The Regular Guy/Gal is the fundamental archetype of democracy and is evident
in country-western music, folk music, neighbourhood festivals, labor unions
and situation comedies about the foibles of everyday people, like Roseanne,
Cheers or Malcolm in the Middle.
Regular Guy/Gal movies: The Full Monty, Local Hero.
Regular Guy/Gal brands: VISA, Nivea, Ebay, Ikea, Avis, Craigslist.
The Regular Guy/Gal archetype provides a good identity for brands:

• Whose use helps people belong or feel that they belong
• Whose function is something used commonly in everyday life
• With pricing that is moderate to low (or that is an upscale version of a product
that would ordinarily be inexpensive)
• Produced or sold by a company with an unpetentious organisational culture
• That want to differentiate themselves in a positive way from a higher priced or
more elitist brand
MEMBER | ADVOCATE | CITIZEN
Discover your brand at brandonian.com

 @mybrandonian  hello@brandonian.com DISCOVERING BRANDS
© Brandonian | All concepts and illustrations presented remain copyright of Brandonian.
DISCOVERING BRANDS

MOTIVATIONAL THEORY
We spoke about the fact that people don’t buy Motivational Theory comprises of four major opposite
what you do, they buy why you do it (Simon Sinek). themes as drivers which create tension in our
Understanding what REALLY motivates your target collective unconscious:
market (as individuals or as a collective) at a deeper
1. Belonging
or a sub-conscious level is the heart of Motivational
Theory. Discovering and leveraging these sub- 2. Independence
conscious drivers and triggers creates a distinct and 3. Stability
memorable brand, and a clearly defined position in
4. Mastery
your market in the eyes of your customer.
It is important to remember that consumer motivation
At its core, motivation is a theoretical construct
is comprised of both rational and emotional drivers.
used to explain behaviour. It represents the reasons
Rational drivers can be summarised as the benefits
for people’s actions, wants and needs. Motivation can
constructed from the 4 Marketing P’s (Product,
also be defined as one’s direction to behaviour, or
Price, Place and Promotion). Much of your sales and
what causes a person to want to repeat a behaviour
marketing activity will be conducted in this space
and vice versa.
but it is equally as important to overlay with the
motivational drivers.
Life requires constant

negotiation along these poles
Stability
S
Inde
Belonging
pendence
B
M astery
These are the primary tensions

faced regularly in a person’s thinking

MEET YOUR ARCHETYPE
The Regular Guy/Gal is quite literally, one of us.
The Regular Guy/Gal archetype requires no emotional support of his faithful gardener Samwise
introduction! You all know the Regular Guy/Gal - they Gamgee, and Dr Watson is the thankless foil for the
are the guy or girl next door. They seem familiar to you deductive genius of Sherlock Holmes.
because they are! They are, quite literally, one of us.
The Regular Guy/Gal strives to make things fair.
Core characteristics of the Regular Guy/Gal are their The energy invested in helping (often behind the
dependability (they are always there for you) and scenes) is to correct a perceived imbalance. They
utility - the support that they provide is unconditional are motivated to serve ‘the greater good’ and value
and their determination to provide this is unwavering. honesty, practicality and hard work. The Regular Guy/
Gal’s motivations aren’t driven by fame or wealth but
Providing this support is done with a complete lack of take satisfaction in contributing to something they
pretence or guile. The Regular Guy/Gal is accepting of consider worthwhile.
anyone at face value, accommodating and supportive.
Underpinning this support is, however, a steely Regular Guy/Gal brands are accessible and
determination that espouses, “If they can do it, I can unpretentious. They are built on the premise of
do it too!” contributing to a collective improvement or providing
understanding, comfort and practical value.
Our culture is full of famous Regular Guys/Gals.
Sancho Panza was the long-suffering squire for Don The Regular Guy/Gal brands thrive on creating
Quixote, Batman had Robin to make up the ‘Dynamic a connection or familiarity/intimacy with their
Duo’, Frodo Baggins would have been toast in ‘The customers. They do this by focusing on (and elevating
Lord of the Rings’ without the earnest practical and the significance of) the ordinary and the every-day.
Relating the Regular Guy/Gal archetype to the rest of the world
Member – The ‘companion’ is the indispensable fellow traveller on life’s journey. It would be unthinkable to
undertake this journey without them. Levi’s and their classic 501 denim jeans have been the default go-to clothing
brand for generations. Their no-nonsense and dependable approach to enduring value-for-money quality has
transcended the vagaries of fashion. Levi’s blue jeans is an instinctive clothing choice for casual everyday wear
for today’s youth and young-at-heart. Everyone has, at some stage, had a pair in their wardrobe! Levi’s have been
worn by rock stars, US Presidents and incarcerated jail inmates (and everyone in-between). Multiple cut and sizing
options mean that Levi’s have jeans for every body and anybody!
Advocate – The ‘sidekick’ acts as a foil that helps you in many practical ways but, most importantly, makes you
look good! Uber has become the essential ‘wingman’ for no-nonsense getting around. It is entirely accessible,
non-judgemental and reliable.
Citizen – The ‘supporter’ is a reliable, tireless and thankless worker that works for the ‘greater good’ for ‘anybody’.
Often this work is carried out behind the scenes. No acclaim or reward is expected. The Volkswagen name
translates literally as ‘the people’s car’. Volkswagen’s central purpose is to provide reliable, affordable (and
possibly ‘unremarkable’) vehicles for the broader population.
Member Advocate Citizen

USING YOUR ARCHETYPE
WITHIN YOUR BUSINESS
The key to a successful Regular Guy/Gal brand is about making your customer feel
comfortable and supported. For your customer, choosing a Regular Guy/Gal brand should be
almost instinctive or automatic – a decision that is ‘felt’ rather than ‘thought’.
The feeling of ‘Intimacy’ is critical. Customers must feel as if they are on a first name basis
with you. In the case of many Regular Guy/Gal brands, the brands are engaged with
when customers are feeling most vulnerable. What do you reach for when you need some
comfort? Once this ‘brand intimacy’ occurs, on-going loyalty is assured!
What does the Regular Guy/Gal stand for?
The Regular Guy/Gal stands for you - and stands by you. They are completely selfless (no
ego) but seek meaning and fulfilment by actively seeking connection with others – often
in a supporting role.
This support can manifest itself overtly by supplementing or enhancing the actions of
another, more dominant party. The support can also be subtle working comfortably
either behind the scenes or as a member of a crowd or a ‘silent majority’.
What is the ideal world for your brand to operate in?
The Regular Guy/Gal is looking to follow and to support. They are, in essence, the ideal
assistant. They like routine but are quite able to take all sorts of upheaval and change in
their sphere as long as their principle relationship remains intact. The Regular Guy/Gal
can’t command but will happily and faithfully follow orders!
The Regular Guy/Gal will work diligently for a customer for as long instructed (and things
remain fair!)
How to stay motivated, disciplined and focused?
As genuine ‘association’ and ‘connection’ are the key drivers for the Regular Guy/Gal
maintaining the health of these relationships are of paramount importance to this brand’s
on-going health.
The Regular Guy/Gal is motivated by either a positive commitment to another, a sense

of affinity or shared experience or values, or a sense of righteous indignation when
affronted by something perceived to be unfair.
Regular Guys/Gals live vicariously through their connections. They have very little
resilience or motivation on their own. On-going motivation for the Regular Guy/Gal
needs to come in the form of feedback or direction from their ‘connection’, or through
their broader ‘community’ of regular guys/gals.

REGULAR GUY/GAL TRAP
Selflessness and fairness
Each archetype has a shadow dimension to their character (a dark side). Awareness of this
side of your archetype will allow you to mitigate for its potential exposure to your team or
customers.
1. Lack of Individual Identity – The Regular Guy/Gal seeks to connect and commune with
others. Once this connection is established they are often very content to avoid the
limelight and operate either in the shadows of the more dominant, or identify with the
collective or crowd. This can result in the Regular Guy/Gal’s own identity becoming less
and less distinct to the point of invisibility.
2. Isolation or Rejection – The worst place for a Regular Guy/Gal is their own company. The
Regular Guy/Gal psyche is so oriented towards associating with others that rejection – or
even isolation – is almost impossible to bear. The Regular Guy/Gal needs to feel wanted,
useful and affiliated.
3. Fairness – The Regular Guy/Gal is sensitive to the injustice or unfairness subjected to those
it is connected to. Although such circumstances are unlikely to provoke a confrontation,
the Regular Guy/Gal will work in the background to resolve the situation. This can lead
to issues in business where incompatible or non-aligned values could result in a non-
committed team member or – at worst – a passive aggressive saboteur!

REGULAR GUY/GAL CUSTOMERS
What are the characteristics of Regular Guy/Gal
‘type’ customers?
The good news for Regular Guy/Gal brands is that there are lots of Regular Guy/Gal
customers! These customers are looking for well-established value from proven sources. They
take comfort in brands that feel comfortable and familiar and have little appetite for the risk
associated with new concepts or brands.
They are not really interested in new or exciting ‘benefits’ especially for traditional categories
that are driven by comfort, trust and familiarity (comfort food, basic retail essentials, familiar
clothing, basic beers and alcohol). These customers will often select generic label groceries
when the benefit of premium priced branded items is not apparent.
If the brand exudes values like plain speaking, authenticity and tradition and links to
homespun family values then the Regular Guy/Gal customer is likely to engage. There are two
types of customer mindsets for you to consider:
• Lemmings – These customers are influenced by the decisions of those around them. They
will not make up their own mind and will ‘follow the crowd’ or their neighbour..
• Familiars – These value customers seek comfort in what is traditional, established and
familiar.
“Your goal is not to do business with everyone that

wants what you have. Your goal is to do business with
people who believe what you believe.” – Simon Sinek
Lemmings Familiars
The need to belong results in a reduced This group seeks value not from the decisions
desire to make decisions for themselves. As made by others but by decisions made before.
their perception of ‘self’ is eroded by their Familiars routinely select brand, products that
commitment to a broader identity so is their they have had before. When seeking comfort
independence when confronted by choice. This or support they do not want to be confronted
group is influenced not just by their immediate by something new. They don’t want to be
influencers but by reviews or opinions of people challenged by a new experience or benefit –
‘like them’, or others that they like or aspire even if it is compelling! Familiars seek easy to
to connect with (celebrity endorsements are understand value. They will quickly dismiss
particularly potent). ‘added value benefits’ as frivolous if they
perceive it has deviated too far from its
original essence.

AWAKEN YOUR ARCHETYPE
How do you present a Regular Guy/Gal Brand?
Encourage fun and create the space for innovative thinking to take place.
Presenting a Regular Guy/Gal brand to your market is an exercise in restraint. The Regular Guy/Gal brand is about
fostering a sense of comfort in your audience’s psyche.
Your target market looks to your brand to provide on-going stability and assurances of enduring values in their
lives. They like their routine and are rattled by change. Any changes that are made to the way that you project your
brand must be implemented gradually.
All messaging – visual or verbal – needs to be designed to constantly restate your brand’s commitment to
traditional values, and to reassure your customers of your alignment to their community.
Most Regular Guy/Gal brands have a story that documents a history of adherence to traditional values and
community connection. This ‘brand narrative’ should become the dominant theme in your brand’s positioning and
market communications going forward. All customer touchpoints should reflect this heritage.
The best source of content for this brand narrative is often your own staff and management. A good tactic to
engage your staff is to collect these true stories from them to create rich, honest brand narrative.
The customer experience should be warm, honest, and down-to-earth informal. This should leave your customers
with the impression that they have been doing business with a friend or neighbour, and that there is an enduring
relationship in place.
The core Regular Guy/Gal brand value is ‘genuineness’. The marketing and communications produced for your
brand needs to be steeped in ‘the real’. Where possible, images should be actual photographs of your staff,
products and services – not ‘talent’ models or stock imagery.
Messaging needs to be frank and written ‘in the language’ of your audience so that they are not rejected or ignored.

WHAT’S NEXT?
1. Digest the information.
Read through this document and take the time to digest the information. We want you to understand and think
about all the content within this document. If you are unclear as to how you would use this information in your
business, then we are here to help.
2. Create a brand update and marketing plan.

Review your next actions, create a plan to implement your Brand Archetype Profile Insights.
3. Do you want help to expand and fully implement your Brand Archetype?
Brandonian’s expert Strategists can workshop your brand with you in greater depth. We will work with you to fully
realise the potential of your new brand by articulating your purpose. By creating a unique message and language
to express your Brand Archetype, you can’t be replicated.
GET SOME HELP

If you are having trouble understanding or awakening your archetype, Brandonian can help. Our Online Test and
this Archetypes Insights document has been designed to get you started and give you something you can work
with to stand out and be heard in the crowd at price everyone can afford.
It is important to note that the process to determine the archetype most suited to your business is a four hour
workshop with your key stakeholders present. We can only partially replicate that through an online quiz.
While any archetype can be used to create a language to consistently communicate with the world, this online quiz
may not have arrived at the archetype best suited to your business. We would recommend further discussions with
one of our strategists.
Our whole purpose and reason for being is to help small business be seen and be heard. We created this test and
archetype system because we kept seeing so many businesses just like yours, with good people in them and a
great product or service, but no one knew about them. We wanted to offer what big businesses with deep pockets
pay big dollars for to give smaller businesses the same competitive advantage.
So if you are having trouble using what you have just discovered, but can see how this thinking can really help your
business to be seen and heard and ultimately grow, we are here to help.
We can help you in many ways, from creating you a set of branded graphics and brand statements to setting up a
number of different templates that you can use straight away and build off.
We can define for you a tagline and a why statement or write some website copy with brand language capturing
your point of difference.
Just get in touch and we can chat about what will help you the most.
To inquire into how to successfully implement your new

Brand Archetype Profile Insights, please schedule a call
with an expert Brand Strategist at calendly.com/brandonian.

brandonian.com

10 Brandonian Archetypes Profile REGULARGUY GAL

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

10 Brandonian Archetypes Profile REGULARGUY GAL

Uploaded by

Copyright:

Available Formats

REGULAR GUY/GAL

“Are the plans that we Using Your Archetype

with our Archetype?”

Awakening Your Archetype

©Brandonian P/L | All concepts presented remain copyright of Brandonian

Brandonian’s branding methodology is based on Swiss

Most importantly, a great connection with your customer or

A powerful, aligned Brandonian brand no longer has to rely on

©Brandonian P/L | All concepts presented remain copyright of Brandonian

HOW ARCHETYPAL THEORY IS APPLIED

Simon Sinek said it best when he said,

©Brandonian P/L | All concepts presented remain copyright of Brandonian

©Brandonian P/L | All concepts presented remain copyright of Brandonian

“All men and women are created equal”

Wish Connection with others

Focus To belong, fit in

Strategy Develop ordinary solid virtues, the common touch, blend in

Purpose Realism, empathy, support, strength of character

©Brandonian P/L | All concepts presented remain copyright of Brandonian

The Regular Guy/Gal Business:

The Regular Guy/Gal Culture:

Examples of the Regular Guy/Gal Brand:

The Regular Guy/Gal archetype provides a good identity for brands:

MEMBER | ADVOCATE | CITIZEN

Discover your brand at brandonian.com

©Brandonian P/L | All concepts presented remain copyright of Brandonian

Life requires constant

These are the primary tensions

©Brandonian P/L | All concepts presented remain copyright of Brandonian

The Regular Guy/Gal is quite literally, one of us.

Relating the Regular Guy/Gal archetype to the rest of the world

Member Advocate Citizen

©Brandonian P/L | All concepts presented remain copyright of Brandonian

What does the Regular Guy/Gal stand for?

What is the ideal world for your brand to operate in?

How to stay motivated, disciplined and focused?

The Regular Guy/Gal is motivated by either a positive commitment to another, a sense

©Brandonian P/L | All concepts presented remain copyright of Brandonian

©Brandonian P/L | All concepts presented remain copyright of Brandonian

“Your goal is not to do business with everyone that

©Brandonian P/L | All concepts presented remain copyright of Brandonian

©Brandonian P/L | All concepts presented remain copyright of Brandonian

2. Create a brand update and marketing plan.

GET SOME HELP

To inquire into how to successfully implement your new

©Brandonian P/L | All concepts presented remain copyright of Brandonian

You might also like