The Regular Guy Brand Archetype

aka the homie

The regular guy brand story arch is about connecting with others and belonging.

You are known as down to earth.
You're the brand next door, and people can count on you to be there for them.
People come to you for your solid values and common understanding of the simple things in life.
Your customers resonate with Donald Glover and SZA.
Modern brands today include the Home Depot and eBay.


to belong and connect with others

traits and characteristics:

down to earth, faithful, good, positive, commendable, valuable, pragmatic, realistic, reasonable, congenial, sensible, levelheaded, matter-of-fact, resolute, genuine, dutiful, steadfast, devoted



famous regular guy phrases and quotes:

“You have all the shine you ever need. Don't let people say you don't.”
― Donald Glover
"I try to think of myself as a chic fishing grandpa aesthetically."

Want to learn how to use the regular guy archetype in your brand's personality with messaging and content that drives measurable growth?

Come to a Masterclass.