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Discover Your Brand Archetype: Elevate Your Video Content and Stand Out


Alyssa Mitzel

Created By: Alyssa Mitzel

Discover Your Brand Archetype: Elevate Your Video Content and Stand Out
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We hear these sayings over and over again - “Be unapologetically yourself” or the classic philosophical question “Who am I?” One of the biggest concerns for every content creator is figuring out how to stand out from the crowd in what some believe to be an overly saturated market. As a content creator, finding your unique voice and connecting with your audience on a deeper level is crucial. One powerful way to achieve this is by understanding and leveraging brand archetypes. These archetypes, rooted in psychology, can help you define your brand's personality and create content that resonates with your viewers. In this blog, we will explore what brand archetypes are, why they matter for content creators, and how they can help you build a loyal community and generate new content ideas.

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What are Brand Archetypes?

Brand archetypes are universally recognized characters or personas that symbolize different types of brand identities. Carl Jung, a Swiss psychologist, first introduced the concept, which has since become a cornerstone in branding and marketing. He states, “these archetypes are imprinted and hardwired into our psyches” (source). Each brand archetype possesses its distinct tone of voice, visual style, and core values that shape the brand's messaging and interactions. 


The 12 brand archetypes and examples of each one are listed below:

  1. The Innocent: Represents purity, simplicity, and optimism. Example: Joanna Gaines, whose content on home improvement and lifestyle exudes warmth and positivity.
  2. The Explorer: Thrives on adventure, discovery, and freedom. Example: Louis Cole, a travel vlogger who inspires his audience to explore the world.
  3. The Sage: Values knowledge, wisdom, and truth. Example: Neil deGrasse Tyson, whose educational content on science and the universe captivates curious minds.
  4. The Hero: Embodies courage, determination, and achievement. Example: Casey Neistat, known for his daring and inspirational vlogs.
  5. The Outlaw: Challenges the status quo and values rebellion and revolution. Example: Philip DeFranco, a news commentator who isn't afraid to speak his mind.
  6. The Magician: Creates wonder, transformation, and a sense of magic. Example: David Blaine, a magician who leaves his audience in awe with his illusions.
  7. The Regular Guy/Gal: Connects through relatability and authenticity. Example: Jenna Marbles, whose humorous and down-to-earth content made her a beloved figure.
  8. The Lover: Centers on passion, beauty, and intimacy. Example: Zoella, whose beauty and lifestyle content is infused with charm and elegance.
  9. The Jester: Brings joy, fun, and lightheartedness. Example: PewDiePie, known for his comedic and entertaining videos.
  10. The Caregiver: Focuses on compassion, care, and nurturing. Example: Binging with Babish, a cooking channel that offers comfort and a sense of home through food.
  11. The Creator: Celebrates creativity, innovation, and self-expression. Example: Marques Brownlee, a tech reviewer who combines technical expertise with creative presentation.
  12. The Ruler: Values control, order, and leadership. Example: Gary Vaynerchuk, whose entrepreneurial advice establishes him as a leader in the business world.

One thing to note is that you aren't bound to only 1 brand archetype. While these archetypes have very specific and unique characteristics, hybrids and overlaps exist.

Why This Matters and Applies to Video Creators

Understanding and embracing your brand archetype can have a profound impact on your content creation journey. Here’s why it matters:

  • Authenticity: In this overpopulous market, authenticity is your greatest asset. By aligning your content with a specific brand archetype, you create a consistent and genuine persona that resonates with your audience. You’re getting clear on your identity. Authenticity fosters trust and loyalty, encouraging viewers to return for more.
  • Community and Audience Building: Each archetype attracts a specific audience. By clearly defining your brand archetype, you can target and connect with viewers who share your values and interests. This helps in building a strong and engaged community around your content, especially across viewers who are actively seeking connection online. Pro tip: Use your archetype to initiate conversations and engage with your audience on social media by posting thought-provoking questions and encouraging user-generated content that aligns with your archetype’s identity (source). 
  • Ideas for Future Content Opportunities: Your brand archetype can serve as a wellspring of inspiration. It provides a framework for brainstorming new content ideas that align with your brand’s personality. For example, if you identify as an Explorer, you can create travel guides, adventure vlogs, and exploration tips. Additionally, the conversations and experiences with other like-minded archetypes will instill collaborative idea generation for your next video. 
DALL·E 2024-07-03 09.28.48 - A large magnet at the center of the image, attracting a diverse and vibrant audience towards it. The audience is depicted as colorful, varied individu.webp


Incorporating brand archetypes into your content creation strategy can be a game-changer. By defining and embracing your brand's unique personality, you can stand out in a crowded market, build a loyal community, and continuously generate compelling content ideas. Whether you see yourself as a Hero, a Sage, or an Explorer, understanding your archetype is the first step towards creating a powerful and authentic brand that resonates with your audience. 

Alyssa Mitzel

Written By: Alyssa Mitzel

Alyssa is a Senior Product Marketer with expertise in video marketing and optimization. Alyssa combines market insights, data-driven strategies, and innovative web design to enhance digital performance. Passionate about innovation in digital marketing, Alyssa consistently delivers solutions that exceed content creator expectations and contribute to business growth.

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