Marketing Archetypes: How Doug Ford Masters the Everyman Approach

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Doug Ford’s political brand is a textbook example of the Everyman marketing archetype. As Ontario’s Premier, Ford has built a reputation as a leader who speaks to and for the common person.  His relatable, straight-talking style and focus on issues that resonate with working-class Ontarians have made him a powerful figure in provincial politics.

The Everyman Archetype in Action

Marketing archetypes are a powerful way to connect with audiences, and Ford leans heavily into the Everyman persona. This approach centers on accessibility, authenticity, and shared experiences. Ford doesn’t position himself as an elite politician; instead, he emphasizes his background as a businessman, his connection to the average citizen, and his commitment to “the little guy.”

Here are a few examples of him embodying this approach:

Swallowing a bee during a press conference

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Baking his famous cheesecake at home

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Shoveling out Toronto residents

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Doug Ford’s everyman strategy was discussed in our inaugural episodes of the Friggen Good Politics Podcast. Watch here:

👉 Spotify https://open.spotify.com/episode/3ICtp7HaS76W27kqgWtS76?si=93b1853083344022 

👉 Apple Podcasts https://podcasts.apple.com/ca/podcast/friggen-good-politics/id1793166409 

👉 YouTube https://www.youtube.com/watch?v=O3neD9embsE 

Key Strategies in Ford’s Branding

1. Relatable Messaging – Ford’s speeches and public statements rely on simple, no-nonsense language. He avoids political jargon, making his policies and promises easy to grasp, similar to how brands simplify messaging to connect with mass audiences.
2. Hands-On Leadership – Whether he’s visiting small businesses, attending community events, or stepping in during a crisis, Ford cultivates the image of a leader who is physically present and involved. This mirrors how brands build trust by engaging directly with their audiences.
3. Focusing on Everyday Issues – Ford consistently centers his messaging on topics that impact daily life, affordability, taxes, infrastructure, ensuring his brand remains relevant to his core audience.
4. Us vs. Them Narrative – A key feature of the Everyman archetype is positioning the audience against a common challenge. Ford frequently frames his leadership as a fight against bureaucracy, government inefficiency, and political elites, reinforcing his connection with the public.

These moments, whether planned or spontaneous, further solidify Ford’s image as a relatable, everyday guy who deals with the same things his audience does.

Why Your Archetype Matters

Ford’s success is a case study in the power of consistency and authenticity in branding. When a brand leans into its archetype, it builds connection, which in turn fosters trust and trust is the number one factor in influencing people.

Think of it as a three-step process:

1️⃣ Connection – People relate to you when they see themselves in your brand.
2️⃣ Trust – Consistently showing up as your authentic self builds credibility.
3️⃣ Influence – Once trust is established, people are more likely to follow, engage with, or support your brand.

Regardless of your industry, this principle holds true. When people trust you, they’re more open to your message. That’s why establishing a clear, authentic brand identity is crucial for long-term success.

Want to explore how marketing archetypes can shape your brand strategy? Check out our guide to Marketing Archetypes to see how you can craft a brand identity that truly resonates.