In today's digital landscape, buzzwords and trendy concepts reign supreme. We meticulously select language, hoping to resonate with a wider audience, and strategically deploy tone and messaging to amplify our impact. This is the essence of typography in branding and tone of voice in marketing. And just like psychology, marketing has become a topic everyone claims expertise in.

As a seasoned content marketer, I've observed a troubling trend: the rise of "archetypes" as a tool for validation rather than a framework for understanding. In a world craving authenticity, we're ironically drowning in manufactured personas.

Humans are inherently storytellers, and archetypes, originally rooted in literature, provided a structure for plot development and character building. This concept has been adopted by branding and marketing, but the line between genuine persona and superficial label is blurring. The very term "archetype," once a tool for nuanced understanding, is now wielded as a badge of expertise, often masking a lack of genuine knowledge.

I find it difficult to keep up with the ever-proliferating "archetypes" being thrown around, often by those seeking to inflate their credibility. Industries have their own established archetypes: corporate animals like whales and foxes, the classic female triad of warrior, mother, and maiden, and the masculine counterparts. Even storytelling relies on archetypes like the villain and the hero. (note I am listing what on top of my head but there are at least seven or nine)

However, the current trend involves individuals creating their own "archetypes" based on personal opinions, presented as irrefutable facts. This misuse of the concept undermines its original purpose.

Before claiming expertise in archetypes, one must understand their foundation. It's crucial to research both the psychological underpinnings and the established marketing frameworks for developing brand archetypes. True archetypes are built upon:

• Background: The context that shapes the character.
• Character: The core traits and motivations.
• Progression: The journey of transformation.
• Goal: The driving force behind their actions to meet a desired outcome.

These four pillars form the foundation of any authentic archetype, whether in literature, branding, or marketing. In marketing, there are the 4 Ps, and in branding, as pillars and visualisation and I am pretty cure phycologist have their own pillars to work based on.

Let's move beyond the superficial application of archetypes and return to a deeper understanding of their true purpose. Authenticity, not manufactured labels, is what truly resonates.