The Regular Guy or Girl: Connecting with the ‘brand archetype next door’

Regular Guy/Girl archetype requires no introduction. We all know them – they are the guy or girl next door. They seem familiar because they are! They are, quite literally, one of us (and your mother would approve of them!)

The Regular Guy/Girl is the archetype that is driven to make connections. Not connections in a ‘business-over-drinks-work-the-room’ kind of way. The Regular Guy/Girl mission is to make deep and genuine connections with ‘real’ people. This drive to connect is not because it is overtly social or gregarious (although they are generally friendly and likeable by nature) it is drawn to connect and provide support to others.

How do they do this? Fundamentally, they appear likeable or accessible by holding a mirror up to ourselves. We recognise the demonstrated qualities or values that we personally share or hold dear.

Brands that align with this archetype share these qualities. They seem familiar to us (we might think of them fondly), they appear to be honest and without guile, they deliver comfort and support to us.

The Un-Sung Hero:

On the surface, The Regular Guy/Girl would appear to be an unlikely deliberate position for a brand. Or is it…?

On the surface, The Regular Guy/Girl brand appears to have no real ambition. They do not seek attention or reward and have no ego – or much of a sense of ‘self’. Kind of like the perfect housemate! Although they have no desire to be the stars of the show, they’re the classic unsung heroes. They seem content to live vicariously through the actions of others. The Regular Guy/Girl brand is devoted to a supporting role. It works tirelessly in the background making sure that things happen without a hitch (or cleaning up after a more flamboyant companion). The Regular Guy/Girl brand positioning exploits the dynamic relationship of the support provider.

The Regular Guy/Girl gains the approval and trust of others by anticipating their needs, being obliging, and being unflinchingly loyal. If you’re not careful, this can lead to compromises in personal integrity. So focused are they on being supportive they are usually completely unaware of this!

The Regular Guy/Girl can often be at risk of losing their own identity by being overshadowed by others that they are associated with. They do this by allowing the others to voice their opinions and make decisions first so that they can mould to the needs and expectations of that person.

Positioning:

Brands in the Regular Guy/Girl archetype go to great lengths to position themselves to be ‘on the same level’ as their target consumer. They try to relate to their customers as equals, expressing traits of unpretentiousness and humbleness in their brand. In short, they ‘get’ you.

Their simple values and a need for belonging help them develop common and wholesome virtues that endow them with a realistic perspective of the world. For the Regular Guy/Girl, it’s about getting the job done and properly.

The Regular Guy/Girl can manifest itself in several different incarnations. All conform to the fundamental values of support, honesty and dependability. The orientation of the key relationship – or how this support is provided – is the fundamental difference. Here are a few types of relationships commonly embraced by The Regular Guy/Girl.

The Companion

The faithful Companion is strongly motivated to stay by the side of the other person, through thick and thin. They don’t feel the need to ‘do’, but to always be there and they are concerned with never letting the other person down.

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 brand are just such an example.

Levis 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 are 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 everybody and anybody!

The Supporter/Side-kick

The Supporter provides essential background support and backup when needed. They are prepared, honest and anticipate the needs of their partner. They allow others to lean on them for strength and support as well (It’s just in their nature!) Sometimes they will administer a necessary kick up the backside, too! They are dedicated and loyal, always at the ready.

Watson from Sherlock Holmes is a classic example of the ‘side-kick’. Never far away, and always ready with information (and a backup plan), he keeps Sherlock out of trouble more often than Sherlock solves a mystery. Sherlock would be lost without Watson, who is grounded and responsible for more mundane responsibilities. Watson is calm and methodical and every bit the detective but he never steals the limelight from Sherlock.

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.

Fixer-Upper

The Fixer-Upper is a dimension of The Regular Guy/Girl that spends their time and efforts making sure the other person doesn’t have to worry about the details. Very much in the background, the Fixer-Upper frees up time for the other person to focus on important matters. Typical Fixer-Upper types are familiar roles that everyone can identify with – secretaries and receptionists, nurses, assistants, and such others that work in the background dealing with problem-solving and taking care of menial work (and often overlooked details!) They keep things going smoothly for the other person.

Many brands in administratively complex service categories such as banking and insurance occupy this space.

Insurance companies, like AAMI, like to provide an accessible human face on what can be a complex and onerous undertaking for a customer.

AAMI positions itself as being ‘one of the people’ and able fix most of life’s insurable challenges with a phone call to the helpful agent. ‘Lucky you’re with AAMI’ catchline, along with its ear-worm music pneumonic, is one of Australia’s most enduring and successful advertising campaigns.

Valued Friend Delivering Comfort:

The Regular Guy/Girl might provide support but their real value to those that use/depend on them is that they actually delivery COMFORT. This comfort can be physical, sensory or just plain old peace of mind. Companion brands deliver this comfort in a good value, no-nonsense, honest-to-goodness way – and people really love this about them! Brands that occupy this space tend to attract affection amongst their users and loyalty amongst their customers.

So although The Regular Guy/Girl may not be initially appealing as a potential brand position at first glance there is actually some distinct advantages if you can harness the populist credibility of your audience!