everyman
Personality characteristics
Everyone wants to belong above all else. They tend to blend in as "everyone" and do not like to stand out in a crowd. They are friendly and easy to talk to without being overly funny, overly rude, or overly loud. Although they fear rejection, they easily lend their trust. They are relatively positive and try to fit in with the group. They tend to like most things without being overly passionate about someone. Everyone is quite lovable but also easily forgotten.
Brand Strategies
To appeal to all, you need to give them a sense of belonging. Brands revolving around daily activities can use this archetype with the message that being normal is okay. While home or family life brands will fit this archetype perfectly, elitist positioning or "we're better" messaging will take a hit. Addressing an ordinary person requires honest, humble, friendly and realistic communication that does not exclude.