Chalk Talk

Brand Archetypes: The Citizen

You are in the people business…

Does your business look at your customers or members as peers? If your business is energetic and optimistic, and is driven by the belief that together we’re better, then your archetype is most likely the Citizen. As a Citizen business, you respect differences, but find that your mission is to be a change agent that trusts in the inherent goodness of people.

For example…

Warby Parker as the Citizen.

Warby Parker is a company that sells glasses and contact lenses. When they started out, they simply wanted to solve the problem that glasses were too expensive. As the Citizen persona, they showed stewardship and altruism due to their belief that everyone has “the right to see.” Today, their goals are even bigger than that. They want to demonstrate that a business can scale, be profitable, and do good in the world—without charging a premium for it. They’ve also learned, in their words, that it takes “creativity, empathy, and innovation” to achieve that goal. Way to go, Citizen. Way to go.


Chipotle as the Citizen.

As the Citizen, Chipotle, too, is committed to taking positive action for the whole, and says it this way: “We do it by being real: Chipotle was born of the radical belief that there is a connection between how food is raised and prepared, and how it tastes. Real is better. Better for you, better for people, better for our planet. It may be the hard way to do things, but it’s the right way.” The Citizen archetype believes in and works to manifest values that are higher than profit and individual gain.

Keep reading about the family members of the Citizen family archetypes: Advocate, Everyman, Networker and Servant.

By looking at the specific differences and nuances in archetype groups that seem close in nature, you’re able to really drill down and discover the bone-deep truth of your brand. AND how to use that knowledge to develop crystal-clear messaging.

👉 Dive into archetypes and how to use them to empower your brand.

Ready to explore your brand archetypes and understand how to use them to build your business?

Red Chalk would love to chat! Schedule a consultation and let’s put the power of brand archetypes to work creating a desirable brand.

If you want to explore the world of archetypes and how they are used in brand management, we highly recommend the book Archetypes in Branding: A Toolkit for Creatives and Strategists, written by Margaret Hartwell and Joshua C. Chen.

Red Chalk Studios has been helping clients understand, develop and grow their brands for more than 20 years. Interested in building a strong and successful brand? Let’s talk!

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