Brands in the Regular Guy archetype aim to be on the same level as the consumer, treating them as equals and expressing traits of unpretentiousness and humbleness in their brand.
The regular guy appreciates the quality and dependability in their brand. They prefer the familiar to the strange, and will therefore invest in brands that they trust. They have fears of being alone, and will go to great lengths to not stand out, but instead will attempt to fit in to achieve a feeling of belonging with the collective.
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, it’s about getting the job done and properly.