Your brand archetype is
Let’s talk about the Citizen archetype. You know, the everyday person – the Joe or Jane who’s just trying to get by. They’re known for being genuine and generous, which makes them pretty darn likable compared to other archetypes. They represent values like honesty, hard work, and authenticity, and they’re relatable to the average person. They’re like the CEO who shows up to work in jeans and sneakers, just like everyone else. At the heart of it all, the citizen just wants to fit in and be accepted by their peers.
Sociable, Humble, Candid, Realistic
Practicality, Compassion, Authenticity
What clients feel
You’re part of the gang. If they can do it, so can you. It’s all good vibes and trust here.
Blend in by developing common virtues.
Not fit in or stand out
The Citizen Archetype overview
The Citizen archetype is everywhere – in local diners, mom and pop stores, and community groups. It’s all about fitting in and enjoying the simple things. Even in the country music industry, where artists dress like everyday people. President Obama embodied the citizen archetype – he was relatable and approachable, regardless of his policies.
levels of the citizen archetype
Archetypes come in levels. The higher the level, the more advanced the brand. The lower the level, the more basic it is. Simple as that.
At its core, the citizen archetype is all about connecting with others and finding a sense of belonging, often driven by a desire to escape feelings of isolation and loneliness.
By immersing oneself in a community, the citizen archetype learns how to form bonds, make friends, and grow socially.
The Citizen archetype values the dignity of each individual, irrespective of differences, and incorporates this belief into their actions.
The Citizen Archetype in action
In the marketing of a citizen brand, an informal voice and wholesome images are key. Discover, Wrangler, Budweiser, and Moe’s Southwest Grill are all examples. Citizen brands avoid flashy gimmicks and prioritize trust-building elements. They excel on social media by being relatable, transparent, and helpful. These brands embody a culture of democracy with a sense of pride and comfort among employees.
Example of brands that uses the Citizen Archetype
Leverage your Archetype,
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Want to attract more of the right peeps? Dive deeper into brand archetypes and learn how to work ’em like a pro.
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