Brand archetypes and how to use them in video marketing

Do you know your brand well? Could you show us who you are in under one minute in a short form brand video? In the age of the distracted mobile user and with a proliferation of content from so many other competing businesses, video can help you cut through and differentiate your brand. But if you don’t make an impact quickly, people will click on the next piece of content.

One effective way to start defining your brand is through brand archetypes. In this article, we’ll show you how to use this concept to understand and differentiate your brand more effectively.

What are brand archetypes?

According to the OED, archetypes are:

• A very typical example of a certain person or thing.
• An original which has been imitated.
• In Jungian theory, a primitive mental image inherited from the earliest human ancestors and supposed to be present in the collective unconscious.
• A recurrent symbol or motif in literature and art.

Marketing has drawn on this …