Walmart said recently that it’s opening five automated distribution centers for fresh food across the country, according to CNBC. The big-box retailer said the facilities were part of a larger effort to modernize its supply chain and expand capacity to keep up with online customer orders.
So how do these new initiatives support Walmart’s existing overarching “every day heroes” brand persona? For one thing, the retailer’s recent emphasis on fresh foods can help it play a role in supporting its customers’ overall well-being.
These initiatives could also help Walmart empower shoppers to make healthier food choices in a convenient way through online ordering and home delivery. And in a way that doesn’t make its customers break the bank.
The Everyperson Archetype and Your Brand
As a company, Walmart has been financially successful recently, with profits expected to grow over the next five years and revenue still above pre-pandemic levels. Store pickup and delivery also drove 22% e-commerce gains for the retailer in the most recent quarter.
Given trends like these, if you’re in a marketing director or similar role, you might be wondering how you can implement a brand voice like Walmart’s for your company. This can begin with helping your broader creative, content, or communications team understand how brand voices like Walmart’s can be built.
A Jungian might say that Walmart’s brand follows an “Everyperson” archetype. Some brand archetypes are related to mythic figures such as magicians, outlaws and jesters. But an Everyperson brand resembles the ordinary individual, and is both relatable and approachable. Think Jim Halpert from “The Office,” Bilbo Baggins from “The Hobbit,” or Spider-Man alter ego Peter Parker.
Walmart offers affordable goods and services to a broad customer base. And it offers them with an attitude that when expressed most successfully, comes off as genuine and honest, without pretense.
The retailer’s bettergoods private brand, for example, launched earlier in 2024, says it aims to make “elevated culinary experiences accessible to all.” And language on Walmart.com says bettergoods food items, of which most are priced under $5, are made for “curious palates and ambitious home chefs.”
Developing Everyperson Brand Voice Guidelines
Depending on your industry or company, it might be intimidating at first for your team to try to connect with audiences on the highly personal level a successful Everyperson brand voice demands.
But as a copywriter with experience in agency, in-house, and freelance settings, I’ve seen how an informed approach can help. This experience includes work for companies in industries ranging from tech to media, finance, travel, beverages, CPG, and restaurants, in both B2B and B2C markets.
An experienced copywriter can help your marketing team step into the audience’s shoes and understand their language, challenges, and aspirations. They can also help your team choose words and phrases that sound natural and conversational, while avoiding jargon and overly complex vocabulary. Helping your company sound even more like a trusted friend to your target audience.
In addition, a copywriter can help your team develop comprehensive guidelines to ensure consistency in messaging across all communications platforms, from social media to website and email copy. All while maintaining your brand’s core relatable and approachable personality.
And when you’re ready to launch new campaign assets, a skilled copywriter can help you experiment with different messaging and tones within your guidelines to identify what works best. Helping optimize your copy through methods such as A/B testing.
Real-World Everyperson Brand Voice Examples
So what does this kind of brand voice transformation look like in practice? In addition to Walmart, a number of brands have successfully implemented Everyperson brand voice approaches in their own marketing programs:
- Ikea emphasizes the everyday consumer and their home life with messaging that’s practical, straightforward, and focused on creating better day-to-day lifestyles.
- Old Navy’s clothing and marketing are designed to appeal to a wide range of people with an emphasis on comfort, affordability, and wearability.
- Dunkin’ focuses on convenience and affordability with a brand image that resonates with busy, everyday people.
- Kraft Macaroni & Cheese taps into nostalgic memories and the simplicity of home-cooked meals.
- Google’s branding often focuses on how its complex technology products can simplify daily life and solve problems for the average user.
- Ally Financial has positioned itself as a challenger bank, appealing to everyday customers who may feel underserved by traditional financial institutions.
Charlie Curnow 