The Citizen Archetype for Branding - Astute Communications

In the intricate tapestry of brand archetypes, the Citizen archetype stands tall as the embodiment of the everyday person – the quintessential person who resonates with the masses.

Defined by their wholesomeness and generosity, Citizens exude a relatable charm, making them instantly likable amidst a sea of more abstract archetypes. They speak the language of the common folk, championing virtues like hard work, integrity, and authenticity.

Picture the CEO who strolls into the office donning sneakers, jeans, and a button-up shirt like any other employee. This image epitomizes the Citizen archetype, rooted in the simple desire to blend in and be accepted. At its core, the Citizen archetype symbolizes the universal longing to belong to find camaraderie among peers.

Join us as we delve deeper into the essence of the Citizen and uncover the profound impact it wields in the realm of branding.

The Citizen Branding Archetype - Astute Communications

The Citizen Archetype at a Glance

The Citizen brand archetype is often seen in local diners, mom-and-pop stores, and non-profit and community organizations.

It can also be recognized in media and entertainment, including TV shows like Seinfeld, Friends, and That 70’s Show. These shows are all about enjoying the simple things in life and being accepted by people with similar interests. 

The Citizen archetype can be reflected in people and artists as well. The country music industry is centered around being relatable to the masses. Country artists wear jeans, hats, and plaid shirts when they perform, making them feel equal to their fans.

Another example is President Barack Obama. Although some don’t agree with his policies, the former president was consistently portrayed as an approachable, everyday person.

  • Promise: Everyone is created equal
  • Core desire: Connection with others
  • Goal: To belong
  • Fear: Being seen as an elitist, not being welcomed
  • Strategy: Develop common virtues that blend in
  • Gift: Empathy and authenticity
  • Motivation: Belonging

The Citizen Archetype in Business

Marketing a Citizen brand often requires an informal voice and wholesome images. Brands such as Discover, Wrangler, Budweiser, and Moe’s Southwest Grill are all examples of Citizen brands.

Typically, Citizen brands have no bells and whistles or flashy gimmicks associated with their identities. Money-back guarantees and other trust-building elements are commonly found in the marketing language of their brands.

Citizen brands will find that social media is a great outlet for their messaging — using it to become even more relatable, transparent, and helpful to their customers.

The culture of a Citizen brand is one that encompasses the entire company. Leadership is driven by an overall consensus of democracy. Employees of Citizen brands have a strong sense of pride in their work and what they create.

Citizen companies tend to maintain an atmosphere of comfort and informality.

Levels of the Citizen Archetype

Each of the 12 different archetypes can be expressed in scaled rankings of intensity represented by three levels. Level one is less mature whereas level 3 is the furthest developed.

  • Level 1: The Citizen archetype is expressed through seeking any community, typically spurred by feelings of loneliness.
  • Level 2: One learns how to form bonds, make friends, and grow socially in a community. 
  • Level 3: The dignity of each individual, regardless of differences, is accepted and practiced by the Citizen.

Examples of Citizen Brands

1. Discover

Larger corporations often overlook a customer’s desire to be heard and understood.

Discover’s well-known “We treat you like you’d treat you” campaign shows that this brand cares about its customers and their experience with Discover.

They want to convey that they are trustworthy and will treat you respectfully.

Credit: Discover


There aren’t many places with a larger sense of community than going to the local bar.

Whether making new friends or relaxing with old pals, there is nothing pretentious about enjoying a Budweiser with friends.

It has the potential to bring people from all walks of life together for a good time.
Credit: Budweiser

Moe’s Southwest Grill

Every time you walk into a Moe’s you are greeted with a “welcome to Moe’s”. It’s part of their laid-back atmosphere.

Their brand states “We’re open, honest, and down to earth. A place for friends, family, and coworkers to check their worries at the door.”

They have purposely created a culture that accepts everyone who comes in.

Credit: Moe’s Southwest Grill

Where Does Your Brand Fit In?

The Caregiver archetype is a potent tool for crafting a multi-dimensional brand that resonates deeply with audiences. Its nurturing essence transcends industries, fostering connections built on empathy and trust.

Astute Communications is a branding agency that specializes in harnessing the power of archetypes like the Caregiver to elevate your brand’s presence.

Contact us today to learn more about how our branding services can help you forge meaningful connections with your audience.