Toyota: The Role Model for Everyman Brands

When you think of a reliable, durable, and long-lasting car, what comes to mind? For many people, this sounds like the definition of a Toyota. It’s a rather “ordinary” car, less flashy than it is practical, but perfect for automobile owners who want less trips to the mechanic.

Toyota is one of the most popular brands to embody the Everyman archetype. Everyman brands show up consistently, are approachable and comfortable, and never let you down. They may not be the most beautiful, exciting, innovative brands, but that doesn’t make them any less important to the customers. There is unique accessibility and relatability to Everyman brands not found in the average company. They make themselves available to anyone, always remaining inclusive of everyone.

Toyota has been profiting as the Everyman of the car industry for decades. Worldwide, Toyota sold over 10 million cars in 2018. That same year, the company manufactured five of the top 20 models sold by volume in the U.S. market. Toyota also boasts the most hybrid vehicles on the road due to its incredible success with the Prius model. Remarkably, 87 percent of Toyotas sold in the past 15 years are still driven today, which is a key selling point to anyone who can’t afford to replace their car every few years. Through affordable, dependable cars, Toyota targets the lower and middle classes with a message of humility and relatability. The brand is a powerful presence in the car market that is okay not always reaching for the spotlight.

The value of an Everyman brand is that customers feel loyal to them because they are loyal to their customers. Let’s take a look at exactly how Toyota has promoted brand loyalty by being accessible to every man and woman.

Toyota’s simple typography, unique logo, and cherry red color create one of the most recognizable brands in American culture. It employs a simple san serif font that reflects Toyota’s straightforward approach to quality cars. As opposed to luxury car logos that reflect class and prestige, Toyota’s simple and recognizable logo design appeals to those who value dependability over luxury. The combination of all these parts makes for a highly relatable and approachable car brand.

Advertising

Toyota recently ran an ad campaign with “Jan,” a true girl-next-door saleswoman who helped customers at a Toyota dealership find their perfect car with a touch of humor and great customer service. She’s approachable (not intimidating like some car salesmen can be) and, as a woman,  is a fresh approach to the stereotypical image of a car salesman in pop culture. Jan even appeared pregnant in a commercial, a very ordinary occurrence in real life, but one that sticks out as relatable and even groundbreaking to television audiences. The use of an everyday woman instead of an over-the-top male car salesman gives the brand extra credibility with real-life customers.

In these commercials, Jan helps people of all ages and ethnicities. She sells cars to people in suits and casual clothing; to singles, families, and newlyweds. The commercials show people from all walks of life getting excited about their new Toyota. The brand speaks to all kinds of people by showing all kinds of people buying its products.

To promote the new 2014 Corolla, Toyota aired a commercial that featured a young man maneuvering his Corolla through an obstacle course before arriving at his destination: his first job interview. The company used this highly relatable experience to get an emotional response out of the audience. The beginning of the commercial shows off the sport abilities of the new model, but the ending reminds customers it is also a reliable car that you would feel confident having your son drive. Toyota makes it clear that they are firmly on the side of the average working person.

Brand Voice

“Let’s go places.” 

Toyota’s slogan for the US market since 2012 speaks to the fact that it’s a company that makes products that help you physically go places. However, it also conveys that Toyota wants to go places with you. It is also important that Toyota does not say “Let’s change the world” or “Let’s turn some heads” as other archetypes might say. Toyota wants simply to go places, as the average life of every person demands. They are inclusive, and they want to accompany you on all your daily journeys — from soccer practice and the grocery store, or from work to home.

Public Perception

Toyota is synonymous with quality, both in the US and abroad. It is not the car of movie stars and recording artists, but of people like you and me who just need to get around town.

The company has bolstered its public perception through philanthropic work and eco-friendly products. The Toyota Foundation supports STEM education, and the Toyota Prius was the first mass-produced hybrid made to decrease air pollution. Seeing Toyota care for the average person only solidifies the company as an Everyman brand in the eyes of American consumers.

Top 3 lessons that other Everyman brands can learn from Toyota?

1. Bring along your customer in everything you do. From your slogan, to your ads, to your event marketing, everything should be focused on you and your customer walking side by side.
2. Stay humble. As an Everyman Brand, you have to put your customers first. With Toyota, it’s never about being the best, biggest, boldest, or most beautiful; it’s about making cars that their customers will be able to rely on to live life to the fullest. Their advertising and brand voice reflects that.
3. If you want to reach every man, you should feature every kind of man in your advertising. Include different genders, ethnicities, age groups, and lifestyles in your ads to prove to customers that your brand is for everyone.

Could your brand be a “Everyman” brand like Toyota?

Take Ardent’s Brand Personality Quiz to find out which of the 12 brand archetypes you represent