Citizen Brand Archetype


Sit back. Fit in. Enjoy the simple life. Find beauty and joy in the ordinary and the everyday. This is the perspective of 'The Citizen' - also known as 'The regular Guy/Gal' and the 'Everyman'. The archetypal character who embodies the common touch and values everyone - just as they are.

Archetypes are recognisable patterns of human behaviour which are often amplified in stories. In turn, stories are the way we make sense of the world around us. For those involved in the disipline of 'managing meaning' archetypes become a powerful tool which enable brands to tell powerful stories. They help teams build extraordinary meaning and create remarkable creative work because archetypes help to communicate on a deep psychological level with their audiences. More on the power of archetypes here.

In this post we will review the Citizen brand archetype building on the work of Margret Mark and Carol S Pearson in their book "The Hero and the Outlaw".