Archetypes are universal personality styles that everyone recognizes no matter what the language or the culture. Scientific studies show that archetypes tap into pre-conscious thought patterns. These are gut responses, like the jerk of an elbow when fingers touch a flame. We can’t stop the reaction. It’s automatic.
Whenever we meet someone new, a microscopic switch flips in the brain to categorize that individual. We instinctively spot a boss, a comedian, a lover, a villain, and the guy next door. We immediately feel an impression about how we will relate to that person. In actual relationships, our first impressions become fine tuned and may alter as we get to know the person better. However, our very first impression produces this typing on an intuitive level.
This is a built-in security system that causes us to shy away from people we perceive as risky or outright dangerous and causes us to approach those who seem friendly
This response is documented by neurologists. Whenever we hear a story, watch a movie, or read a novel, segments light up within the brain as though we were experiencing the events ourselves.
We live every story we encounter. That’s what makes the use of story so powerful. While there are dozens of story archetypes to take in all the heroes, villains, and side characters a writer can create, in marketing it is the hero who takes center stage. The expert, the product, or the service is always the hero of the story. In their groundbreaking work, The Hero and the Outlaw, Margaret Mark and Carol S. Pearson have narrowed the field to 12 marketing archetypes that are clearly defined. We call them Marketypes(TM).
Everyone has all 12 types at some level. With scientific testing, you can receive numerical values for each of them and have a better idea which types are your dominant traits. This is not about guessing. This is about standardized evaluation. That’s what makes the Marketypes idea so powerful because once you have your numbers, you will realize the best approach to your brand. With this information, you can create a brand identity that is authentically you and connect to the people who are already looking for your products or service.