The 12 Brand Archetypes
the Magician
The Power of Transformation
The Magician is a visionary archetype, one that seeks to understand the fundamental laws of the universe and use that knowledge to make dreams a reality. It is the catalyst for transformation, turning the impossible into the possible through will and wisdom. Brands that embody The Magician are not just selling a product; they are selling moments of wonder and profound change. They promise their audience the power to transform their lives.
Core Desire
To understand and master the fundamental laws of how the universe works. The Magician is driven by a need for knowledge that leads to transformative power.
ultimate goal
To make dreams come true. The Magician brand aims to create magical moments and transformative experiences for its customers, turning vision into reality.
detailed traits & Characteristics
The Magician is defined by its vision, charisma, and ability to effect change. It is a powerful and often mysterious force, inspiring awe and belief.
Visionary: The Magician sees possibilities that others do not. It is an innovator and a forward-thinker, often on the cutting edge of technology or consciousness.
Charismatic & Inspiring: This archetype has a captivating presence. It inspires immense belief in its followers, who are drawn to its vision and its seemingly miraculous results.
A Catalyst for Change: The Magician doesn't just adapt to the future; it creates it. It has the ability to transform situations, individuals, and even entire industries.
Mysterious: There is an element of wonder and secrecy to the Magician. It doesn't always reveal how it works its wonders, which only adds to its allure.
brand voice & messaging style
The voice of The Magician is captivating, confident, and full of possibility. It speaks of vision and transformation, inspiring its audience to believe in a better future.
Language:
Often uses grand, expansive, and transformative language. It speaks of visions, dreams, and unlocking potential.
Tone
Inspiring, confident, and often mystical. It is never mundane. The tone creates a sense of wonder and excitement.
Imagery
Visuals are often dramatic, polished, and breathtaking. They can feature special effects that create a sense of magic, or showcase dramatic before-and-after transformations.
brand voice & messaging style
Some of the world's most beloved and innovative brands are built on the foundation of the Magician archetype.
Disney: The quintessential Magician brand. With its tagline, "The Happiest Place on Earth," and its animated films that bring fantasy to life, Disney's entire business model is built on creating magical, transformative experiences for families.
Dyson: Dyson takes a common, mundane household item (like the vacuum cleaner or fan) and, through radical reinvention and superior engineering, transforms it into a high-performance, almost magical piece of technology. They transform the experience of cleaning.
Mastercard: With its long-running "Priceless" campaign, Mastercard positions itself as the facilitator of magical moments. The credit card itself is the tool that enables dream experiences, from travel to once-in-a-lifetime events.
By embracing The Magician, these brands promise to make the impossible possible, earning the devotion of customers who believe in their power to create wonder and change.
the 12 brand archetypes
All powerful brand identities align with one of these 12 primary archetypes.
The Celebration of Intimacy and Connection
The Power of
Nurture and Protection
Purity, Simplicity, and the Promise of Happiness
The Power of
Authentic Connection
The Quest for
Freedom and Discovery
The Art of Innovation
and Expression
The Art of Command
and Control
The Power of
Transformation
The Power of
Play and Disruption
The Pursuit of
Truth and Wisdom
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