Brand Character Archetypes – What does your brand say about you?

Brand Character Archetypes – What does your brand say about you?

Everyone loves a great character in a story. “Now… Say my name” Whether it be a book, a movie or a TV series – good characters result in good stories. “Hahaha… what is story Mark?” But have you ever thought about what character is best for your online video presence? Find
out why knowing your character will sharpen your online video strategy – keep watching. Hi, Ben from Engage Video Marketing and today
I’ll be unpacking why it is important to have a clear idea of who you are – as an entrepreneur
or brand – by tapping into the idea of character archetypes. Swiss psychologist Carl S. Jung used the word
“archetype” to refer to the recurring patterns found in universal stories, identifying
the themes, symbols and imagery as part of the human psyche. Throughout history, many
of the same characters appear in literature, religion, folklore and mythology again and
again – hence the term character archetype. They are essentially a model for creating
a certain type of character with which people are familiar
The beauty of character archetypes is that they enable us to make quick connections with
a character because we have experienced this type of character before. We feel instantly
connected and with that comes a range of expectations we have in terms of that character. Dr. Carol
Pearson puts it this way: Archetypes provide the deep structure for human motivation and
meaning. When we encounter them in art, literature, sacred texts, advertising —or in individuals
or groups— they evoke deep feeling within us.”
By adopting a character archetype as part of your online video strategy you increase
the ability for people to quickly make an emotional connection with who you are and
what you do. Are you about fun, efficiency, wonder, exploration, care-giving? These can
be picked up quickly by viewers when you are clear on this yourself.
Once you know your character archetype this will also give a clear direction to the type
of video content you’ll want to produce. On one hand it will cement the staple type
of content that you create, but on the other it will enable you to include content that
adds a level of surprise, by occasionally creating “out-of-character” videos. Really
good stories are driven by both good archetype characters and those characters acting both
aligned with and then different from the expected character archetype.
So what’s your brand’s character archetype? If you haven’t locked this down yet, I’d
love you to take my free Online Video Strategy Archetype Quiz at
And always remember, adopting a character archetype is not about pretending to be something
you’re not, but it is about knowing who you are to enable others to connect quickly
on an emotional level. Alright, so Hit that like button – and shoot
me a comment to let me know what your brand archetype is?

1 thought on “Brand Character Archetypes – What does your brand say about you?

  1. Great video Ben! …as a matter of fact, I'll be releasing the first educational video later today on my new channel. Knowing this character stuff really helps to create a consistent message and brand. Thanks mate!
    PS: I searched for this channel using your name and it doesn't show up… perhaps you should consider using your name in tags (if you are interested in people associating Engage Video Marketing with Ben Amos).

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