Archetypes vs. Stereotypes: Often confused but totally different
Marketing with archetypes can seem like stereotyping to the untrained marketer. However, these two concepts are very different. Understanding these differences is vital to branding success.
Stereotypes are labels pasted on by society. They might or might not apply. Say the words soccer mom and we draw up a stereotypical image of an aggressive mother who is always on the go. She’s determined that her kids have the best advantages, and she’ll do whatever it takes to make that happen.
Or what about the word geek? Mentally, we see a skinny guy with coke bottle glasses and a bad case of acne peering into a monitor in the wee hours of the night, his fingers flying across a keyboard. These are labels. Driven by society’s assumptions and prejudices, stereotypes are often unfair and totally inaccurate. Yes, there are bigots in this world but they don’t have to be chubby, smoke smelly cigars, and yell at their wives like the stereotyped Archie Bunker. People are individuals and totally unique. Pasting on labels doesn’t work.
Marketing archetypes, on the other hand, are not labels. In fact, everyone on the planet shows traits from all 12 archetypes, with some more dominant than others. Marketing archetypes can be assessed by scientific testing, a scorecard of the personality traits shown by the entrepreneur and even the business itself. This kind of archetype is an accurate revelation of the true self.
Your own personal archetype is a powerhouse for your branding in everything you do: your public image, the tone of your writing, even to the images on your web page. Using your own personality traits to brand yourself, brings everything into line because you are the image for your small business. When you meet new people, when you speak, when you are interviewed—your personality will shine.
When all of your marketing materials reflect your true personality, a sense of sincerity comes through. People will innately sense your authenticity, and they will feel like they know you. Their trust blossoms. Using the Know-Like-Trust adage, you’ll have 2 out of 3 from the start. If they like your product or service, you’ve got a client who will become a loyal fan.
Questions and Answers
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