The Community Builder Brand Archetype

Posted: July 19, 2018, ,

The Community Builder is the next brand archetype I’m discussing, from the list of 12 main archetypes. In this series of posts I want to shed some light on how to discover which archetype you resonate with most for your business. And more practically, to provide useful resources and tools you can use to help your own branding, visual branding and graphic design.

The Community Builder (or the Everyman/woman) brand archetype creates and cultivates community and alliances. She believes that everyone is equal and should be accepted just as they are. In her world, everyone deserves a seat at the table and an equal opportunity to succeed.

Her primary motivation is “to belong” and wants everyone to feel welcome and a part of the group as well. She seeks to build community and make connections in order build that tribe of people she and others can connect with.

Also Known As…

The Community Builder is also known as the Everyman / Everywoman, Citizen, Best Friend, Girl Next Door, the Realist and in more traditional literature, the Orphan.

At Her Best…

She is an advocate for anyone or any group that is marginalized and oppressed. For her, everyone should have equal access to the full rights and benefits that will help them succeed and live a good life.

At Her Worst…

She is needy, clinging and victimized. She fears being alone or left out. She runs the risk of losing her own identity in her intense need to fit in and belong to a group.

The Main Purpose of This Brand Archetype

The main purpose of the Community Builder brand archetype is to build a community and sense of belonging for her tribe. She naturally collaborates on projects within a team or group where everyone can ultimately benefit. She provides resources, assets and inspiration to everyone so that they can have equal opportunities to succeed as they work towards their goals.

Best Suited For…

  • The types of businesses best suited to the Community Builder brand archetype foster communities, both online and in real life and help people feel as though “they belong.”
  • The brand archetype is perfect for businesses that sell products or services that can be used every day in our everyday lives.
  • It is great for businesses that sell natural products or offer services that are earth-conscious.
  • It is perfect for advocacy groups, humanitarian groups, charities, etc.
  • The Community Builder archetype is also great for service-oriented businesses that want to portray a friendly, casual and approachable persona.

Marketing Niche

  • The Community Builder brand archetype appeals to clients looking for a friendly, approachable, non-pretentious or elitist business, product or service.
  • Clients who feel marginalized, isolated and who are struggling to succeed will gravitate to businesses who embrace this brand archetype.
  • Clients seeking exceptional products or services that are accessible and affordable to everyone will also be attracted to this brand.

Traits & Attributes for
The Community Builder

  • Friendly
  • Down-to-earth
  • Approachable
  • Real
  • Folksy
  • Genuine
  • Down home
  • Neighborly
  • Relatable
  • Collaborative
  • Wholesome
  • Humble
  • Unpretentious
  • Real
  • Casual
  • Non-Elitist
  • Egalitarian
  • Respectful
  • Helpful
  • Considerate
  • Upbeat
  • Hard-working
  • Reliable
  • Trustworthy
  • Practical
  • Simple life
  • Honest
  • No-nonsense
  • Natural
  • Easy-going
  • Salt-of-the-earth
  • Dependable
Brands

Think Creative CollectiveOne of the best representatives of the Community Builder brand archetype is Think Creative Collective. (1)

Let’s start with obvious: the name of the company has the word COLLECTIVE in it. (LOL) If you know anything about the two women who make up this brand, you’ll know they each started out as solopreneurs who then shuttered their old (successful) businesses to open Think Creative Collective together. They are the epitome of a Community Builder or Everyman / Everywoman archetype brand.

Not only does the business itself work as a team, but the business model they implemented when they began working together was completely focused on building a helpful online community for small business owners. They provide tons of resources and courses they built from their own sweat equity of “we tried this, it worked for us, now we want to make certain you can succeed too.”

Their style of communicating with their audience also exudes the Regular Gal archetype with their self-deprecating humor, willingness to show who they are, warts and all, and use that openness to help others relate to and trust them.


(1) Note: These are just my interpretations of this brand. I have not worked with the brands mentioned in this section nor do I know if they used archetypes in their branding.


Personification
  • Cheers (TV show)
  • Friends (TV show)
  • Little Orphan Annie
  • Jimmy Stewart
  • Homer Simpson
  • Baby in Dirty Dancing

Is Your Brand the Community Builder?

Do you identify strongly with the Community Builder brand archetype? Or maybe you’re still not sure. Keep coming back! Because in the next several weeks I will cover all 12 of the common brand archetypes. I’ll also share tons of free resources and inspiration that you can use in your business including ideas for branding, visual branding, your brand’s voice, loads of design resources and more!


  • In the meantime, you can pin the image below to your Pinterest.
  • Or you can visit my Instagram page to see it live.

The Community Builder / also known as The Regular Man -Regular Woman, The Citizen, The Girl Next Door // Think Visually Design Studio

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