Humble and approachable, the everyman is all about quality over quantity. The people who embody these traits are Blake Shelton and Charles Barkley. The everyman is supposed to be universally relatable, but still needs to find a target audience to keep messaging targeted and specific.
Google and The Wall Street Journal are examples of sage brands that people turn to for information. Oprah, Marie Forleo, and Freakonomics podcast are characters that also embody such traits.