regular guy/gal · 2019. 1. 23. · 9 ©brandonian p/l all concepts presented remain copyright of...

Archetype Profile Your Brand Archetype

Insights.

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REGULAR GUY/GAL

2

Copyright Statement

© Copyright Brandonian Pty Ltd – All IP, ideas,

concepts and supporting materials are the property

of Brandonian Pty Ltd.

CONTENTS

The Methodology How we define your future brand .................3

Meet all the Archetypes ..................................4

How Archetypal Theory is applied ...............4

Meet Your Archetype The Regular Guy/Gal ........................................5

Motivational Theory ..........................................8

Using Your Archetype Within business ................................................10

The Regular Guy/Gal Trap Not being taken seriously ............................. 12

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

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 strengthening your brand.

The values and behaviours aligned with your archetype should provide a set of guidelines for your organisation’s activity.

Once your brand has been aligned to an archetype you can use it to confidently navigate your future marketing and business direction.

Always ask:

“Are the plans that we are making aligned with our Archetype?”

From here you can flesh out your brand strategy further to include all your future business and marketing activities.

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

www.brandonian.com

UNDERSTANDING OUR METHODOLOGYYour 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.

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

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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 EXPLORERYour Future Brand promises new experiences and challenges us to

give them a go. By trying them, we create the possibility to learn a little

more about ourselves.

THE REGULAR GUY/GAL

Down-to-earth, unpretentious, approachable, dependable,

supportive and friendly.


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REGULAR GUY/GALThe 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, fi t 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 superfi cial connection

Purpose Realism, empathy, support, strength of character


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MEMBER | ADVOCATE | CITIZEN

THE REGULAR GUY/GALThe Regular Guy/Gal demonstrates the virtues of simply being an ordinary person, just like others; they are unselfi sh, 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, unselfi sh 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 di� erentiate themselves in a positive way from a higher priced or

more elitist brand

©Brandonian | All concepts and illustrations presented remain copyright of Brandonian.

DISCOVERING BRANDS

DISCOVERING BRANDS

Discover your brand at brandonian.com@mybrandonian [email protected]


www.brandonian.com


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We spoke about the fact that people don’t buy

what you do, they buy why you do it (Simon Sinek).

Understanding what REALLY motivates your target

market (as individuals or as a collective) at a deeper

or a sub-conscious level is the heart of Motivational

Theory. Discovering and leveraging these sub-

conscious drivers and triggers creates a distinct and

memorable brand, and a clearly defined position in

your market in the eyes of your customer.

At its core, motivation is a theoretical construct

used to explain behaviour. It represents the reasons

for people’s actions, wants and needs. Motivation can

also be defined as one’s direction to behaviour, or

what causes a person to want to repeat a behaviour

and vice versa.

Motivational Theory comprises of four major opposite

themes as drivers which create tension in our

collective unconscious:

1. Belonging

2. Independence

3. Stability

4. Mastery

It is important to remember that consumer motivation

is comprised of both rational and emotional drivers.

Rational drivers can be summarised as the benefits

constructed from the 4 Marketing P’s (Product,

Price, Place and Promotion). Much of your sales and

marketing activity will be conducted in this space

but it is equally as important to overlay with the

motivational drivers.

MOTIVATIONAL THEORY

S

M

B I

Stability

Ind

ep

en

de

nce

Mastery

Be

lon

gin

g

These are the primary tensionsfaced regularly in a person’s thinking

Life requires constantnegotiation along these poles


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

The Regular Guy/Gal archetype requires no

introduction! You all know the Regular Guy/Gal - they

are the guy or girl next door. They seem familiar to you

because they are! They are, quite literally, one of us.

Core characteristics of the Regular Guy/Gal are their

dependability (they are always there for you) and

utility - the support that they provide is unconditional

and their determination to provide this is unwavering.

Providing this support is done with a complete lack of

pretence or guile. The Regular Guy/Gal is accepting of

anyone at face value, accommodating and supportive.

Underpinning this support is, however, a steely

determination that espouses, “If they can do it, I can

do it too!”

Our culture is full of famous Regular Guys/Gals.

Sancho Panza was the long-suffering squire for Don

Quixote, Batman had Robin to make up the ‘Dynamic

Duo’, Frodo Baggins would have been toast in ‘The

Lord of the Rings’ without the earnest practical and

emotional support of his faithful gardener Samwise

Gamgee, and Dr Watson is the thankless foil for the

deductive genius of Sherlock Holmes.

The Regular Guy/Gal strives to make things fair.

The energy invested in helping (often behind the

scenes) is to correct a perceived imbalance. They

are motivated to serve ‘the greater good’ and value

honesty, practicality and hard work. The Regular Guy/

Gal’s motivations aren’t driven by fame or wealth but

take satisfaction in contributing to something they

consider worthwhile.

Regular Guy/Gal brands are accessible and

unpretentious. They are built on the premise of

contributing to a collective improvement or providing

understanding, comfort and practical value.

The Regular Guy/Gal brands thrive on creating

a connection or familiarity/intimacy with their

customers. They do this by focusing on (and elevating

the significance of) the ordinary and the every-day.

MEET YOUR ARCHETYPE

Member Advocate Citizen

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.

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.


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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!


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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

The need to belong results in a reduced

desire to make decisions for themselves. As

their perception of ‘self’ is eroded by their

commitment to a broader identity so is their

independence when confronted by choice. This

group is influenced not just by their immediate

influencers but by reviews or opinions of people

‘like them’, or others that they like or aspire

to connect with (celebrity endorsements are

particularly potent).

Familiars

This group seeks value not from the decisions

made by others but by decisions made before.

Familiars routinely select brand, products that

they have had before. When seeking comfort

or support they do not want to be confronted

by something new. They don’t want to be

challenged by a new experience or benefit –

even if it is compelling! Familiars seek easy to

understand value. They will quickly dismiss

‘added value benefits’ as frivolous if they

perceive it has deviated too far from its

original essence.


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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.


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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.

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regular guy/gal · 2019. 1. 23. · 9 ©brandonian p/l all concepts presented remain copyright of...

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