The Regular Guy Brand Archetype

aka the homie

The Regular Guy brand story arch is about connecting with others and belonging. They are known as a down to earth. People come to the Regular Guy for their solid values and common understanding of the simple things in life.

goal: To belong, or connect with others

traits and characteristics: accessible, connected, supportive







Home Depot



Donald Glover

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."―SZA

"Beauty comes from a life well lived. If you've lived well, your smile lines are in the right places" - Jennifer Garner


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

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