Stereotypes are basically hasty generalizations of a particular groups based on nationality, gender, religion, race, social class, or work. Here are some common stereotypes around us:

1. Gay men are only concerned with Sex and are very feminine (About Gay Life)
2. Black men are generally supposed to be good musicians and basketball players, but at the same time seen as aggressive, prone to lives of crime, and likely to be on drugs.(Wikipedia)
3. People with disabilities are sick and have a poor quality of life.(Access Center for Independent Living)

While these examples are the exaggerated versions, many subtle stereotypes have become the pillar of many branding campaigns across the globe. Some succeeded while others faced public uproar.

To borrow the definition of John Jantsch, Branding is the art of becoming knowable, likable and trustable. It means we should see way beyond those stereotypes to fully understand the needs and wants of our customers.

Dove is the very example of breaking stereotypes. Their Self-esteem Fund campaign tackles one of the most controversial topics today – the definition of real beauty. With so many women feel fat and ugly, Dove believes strong self-esteem is at the heart of feeling beautiful.

This campaign earned the company numerous advertising awards and became an Internet sensation on YouTube with its Evolution ad.

Maybe it’s time to go over your branding campaign and see if there’s any stereotype you can break…