The Citizen brand archetype just wants to belong, relate, and bring everyone along for the ride. They live by tried and true values, are very relatable, awesome work ethic, and are just an all-around nice brand. If they forget to include someone or they are found out to have deep prejudices then they will lose all of the value they’ve established as the “Friend” brand.

Brands in the Citizen 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 Citizen appreciates the quality and dependability of 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 Citizen, it’s about getting the job done and properly.