Why Being a "Normal Person" Is Your Marketing Superpower: Lessons from FAYT The Label

There's a myth in marketing that you need to be larger than life to build a successful brand.

That you need to be glamorous, aspirational, or extraordinary to resonate with audiences.

But here's the truth: being a normal, everyday person is not a limitation in marketing—it's a superpower.

Brittany Saunders, founder of FAYT The Label, proves this. She didn't strategically choose the "Every Person" brand archetype. She is the Every Person archetype. And that authenticity—that realness—is exactly what makes FAYT resonate at scale.

In this post, we'll explore how being authentically "normal" can be your brand's greatest strength, why it works, and how founders and marketers who feel like "they're just a regular person" can harness this power.

Understanding Brand Archetypes

Brand archetypes are universal patterns of human behavior that Carl Jung identified in psychology. When applied to branding, they help businesses understand their core identity and communicate in ways that resonate with their target audience.

The 12 Brand Archetypes:

• The Hero: Overcomes obstacles and challenges
• The Sage: Seeks truth and shares wisdom
• The Explorer: Pursues freedom and adventure
• The Outlaw: Challenges the status quo
• The Magician: Transforms and makes dreams reality
• The Lover: Builds relationships and creates connection
• The Jester: Brings joy and lives in the moment
• The Every Person: Relatable, down-to-earth, authentic
• The Caregiver: Nurtures and protects others
• The Ruler: Takes control and creates order
• The Creator: Imagines and brings visions to life
• The Innocent: Optimistic, pure, and hopeful

Each archetype has distinct traits, messaging styles, and ways of connecting with audiences.

The "Every Person" Archetype: What It Is and Why It Works

The "Every Person" archetype (also known as "The Common Person" or "The Regular Guy/Gal") is characterized by:

• Authenticity: Real, genuine, no pretenses
• Relatability: Understands everyday struggles and experiences
• Inclusivity: Welcoming to all, not exclusive
• Down-to-earth: Practical, approachable, accessible
• Empathy: Genuinely cares about others' experiences

Why the "Every Person" archetype resonates:

• People connect with brands that feel real, not perfect
• Authenticity builds trust faster than polished perfection
• Relatable messaging feels personal, even at scale
• Inclusive brands create community and belonging

FAYT's Brand Story: When "Normal" Becomes Your Brand

FAYT is more than a fashion brand—it's a movement built on authenticity, inclusivity, and real connection. But here's what's important: Brittany Saunders didn't sit in a boardroom and decide to adopt the "Every Person" archetype as a marketing strategy.

She built FAYT as an extension of who she authentically is: a normal person creating clothing for normal people. The brand reflects her genuine self—relatable, down-to-earth, real. And that's why it works.

Brand Positioning

FAYT positions itself as accessible, relatable, and real. They don't sell aspirational perfection—they sell clothing that makes real people feel confident and comfortable in their own skin.

Key messaging themes:

• Real bodies, real confidence
• Clothing that fits your life, not just your body
• No airbrushing, no false promises
• Inclusive sizing and representation
• Transparency about processes and values

Content Strategy

FAYT's content strategy is built entirely around the "Every Person" archetype:

• Real people, not models: They feature customers and team members, not just professional models
• Honest storytelling: Behind-the-scenes content, real challenges, authentic moments
• Community focus: Content that celebrates their community, not just their products
• Inclusive representation: Diverse bodies, ages, styles, and backgrounds
• Conversational tone: Friendly, approachable, like talking to a friend

Marketing Tactics

How FAYT brings the "Every Person" archetype to life in their marketing:

• User-generated content: Customers become the stars
• Transparent sizing guides: Real fit information, honest about what works and what doesn't
• Community-driven campaigns: Customers help shape product decisions
• Honest reviews and feedback: They share the good and the constructive
• Accessible pricing: Quality that's within reach, not exclusive

How the "Every Person" Archetype Drives Business Results

Building FAYT around the "Every Person" archetype isn't just about brand positioning—it drives real business results:

1. Authentic Connection

By being real and relatable, FAYT creates genuine connections with customers. People don't just buy products—they join a community.

2. Brand Loyalty

When customers see themselves represented in your brand, they become advocates. Authenticity breeds loyalty.

3. Organic Growth

Relatable content gets shared. Authentic brands get talked about. FAYT's community does a lot of their marketing for them.

4. Reduced Customer Acquisition Cost

When your brand genuinely resonates, you don't need to spend as much on paid acquisition. Word-of-mouth and organic reach do the work.

5. Higher Customer Lifetime Value

Customers who feel seen and understood come back. They're not just buying products—they're investing in a brand that represents them.

Key Lessons from FAYT: What "Normal" Brands Do Differently

1. Authenticity can't be faked: You can't just say you're a normal person—you have to be it, in actions and decisions. Brittany is authentically normal, and that shows in everything FAYT does.
2. Consistency to who you are: Every touchpoint—website, social media, packaging, customer service—should feel like you. Not like a polished brand, but like the real person behind it.
3. Community is everything: Normal people build the best communities because they create spaces where everyone feels welcome and represented.
4. Transparency builds trust: Honest communication is essential. Normal people appreciate honesty, and they can spot when you're being real versus when you're putting on a show.
5. Representation matters: If you're marketing as a normal, everyday person, you need to represent all kinds of normal, everyday people—not just one type.
6. You don't need to be perfect: Normal people aren't perfect, and your brand doesn't need to be either. Real moments, real struggles, real experiences—that's what resonates.

For Founders and Marketers Who Feel "Just Normal"

If you're reading this and thinking, "I'm just a normal person—how can that be my brand?"—this section is for you.

Here's what you need to know:

Being "Normal" Is Not a Weakness

In a world full of polished, aspirational brands, being authentically normal is refreshing. People are tired of perfection. They're tired of brands that feel unattainable. They want to see themselves represented—and that means seeing normal, everyday people.

Your Authenticity Is Your Differentiator

You can't fake being the Every Person archetype. You either are it, or you're not. If you genuinely feel like a normal, everyday person, that's your superpower. Don't try to be something you're not. Embrace who you are.

Normal People Build the Best Communities

When you're relatable, you attract people who relate to you. When you're down-to-earth, you create spaces where people feel comfortable. When you're authentic, you build trust. These aren't small things—they're the foundation of brand loyalty and organic growth.

You Don't Need to Be Glamorous to Be Successful

Success in marketing isn't reserved for the glamorous, the extraordinary, or the aspirational. It's available to anyone who shows up authentically, consistently, and genuinely cares about their audience. Brittany Saunders proves this. You can too.

How to Market as the "Every Person"

If you identify as a normal, everyday person (or if that's how you authentically show up), here's how to harness that in your marketing:

1. Stop Trying to Be Something You're Not

Don't force yourself into a glamorous or aspirational brand if that's not who you are. The best marketing comes from authenticity. If you're normal, be normal. If you're relatable, be relatable. Your audience will recognize the realness.

2. Share Real Moments, Not Just Highlights

Normal people have normal lives. Share the behind-the-scenes, the struggles, the everyday moments. People connect with real experiences, not just curated perfection.

3. Talk Like a Human, Not a Brand

Use conversational language. Be approachable. Don't hide behind corporate speak or overly polished messaging. Talk to your audience like you'd talk to a friend.

4. Feature Real People

Show your customers, your team, real people using your product or service. Not just models or influencers—actual people who represent your actual audience.

5. Be Transparent About Your Process

Normal people appreciate honesty. Share your challenges, your learning process, your mistakes. Transparency builds trust in a way that perfection never can.

6. Create Inclusive, Not Exclusive, Experiences

The Every Person archetype is about belonging, not exclusivity. Make your brand welcoming to everyone, not just a select few. Build community, not cliques.

7. Stay Consistent to Who You Are

Every piece of content, every customer interaction, every marketing campaign should feel like you. Consistency doesn't mean being perfect—it means being authentically you, across every touchpoint.

The Magic Marketer Take?

FAYT's success proves something important: you don't need to be extraordinary to build an extraordinary brand.

Brittany Saunders didn't need to transform herself into something she's not. She built a brand that reflects who she authentically is—a normal, everyday person creating for normal, everyday people. And that authenticity is what makes FAYT resonate.

For founders and marketers who feel like "they're just a normal person," the lesson is clear: stop trying to be something you're not. Your normalcy isn't a limitation—it's your differentiator. Your relatability isn't a weakness—it's your strength.

Whether you're building a fashion brand, a SaaS product, or a service business, being authentically you—even if that means being authentically normal—creates marketing that genuinely resonates. Not because it's glamorous or aspirational, but because it's real.

In a world full of polished perfection, being a normal, everyday person is refreshing. It's relatable. It's powerful. And it works.

Conclusion: Why Being "Normal" Is Enough

Here's the truth that every founder and marketer needs to hear: you don't need to be glamorous, extraordinary, or larger than life to build a successful brand.

Brittany Saunders and FAYT prove that being authentically normal—being a regular, everyday person—is not just enough. It's powerful. It's relatable. It's what makes brands resonate at scale.

The "Every Person" archetype works for FAYT because Brittany is the Every Person. She didn't choose it strategically—she embodies it authentically. And that authenticity is what creates genuine connection, builds community, and drives real business results.

For founders and marketers who feel like "they're just a normal person," the takeaway is clear: stop trying to be something you're not. Your normalcy is your superpower. Your relatability is your differentiator. Your authenticity is what will make your brand resonate.

In a marketing world full of polished perfection and aspirational brands, being a normal, everyday person is refreshing. It's what people are looking for. It's what builds trust. And it works—just as much as any glamorous or extraordinary personality type.

So if you're a founder or marketer who feels like you're "just normal," embrace it. Market as the normal, everyday person you are. Because that's not a limitation—it's your greatest strength.

Ready to Market as Your Authentic Self?

Whether you're a normal, everyday person or any other personality type, authentic marketing starts with understanding who you are and showing up consistently. Book a demo to see how Magic Marketer can help you build consistent, authentic marketing across all your channels.