STRATEGIC BRANDING
The Magician
Brand Archetype
This archetype positions itself as transformative, innovative, and able to create change. This archetype is often associated with brands that offer products or services that have the ability to change people's lives in significant ways.
Icon art by Ayub-Irawan, The Noun Project
Imaginative | Visionary | Сharismatic | Mysterious
Key Characteristics
Transformation
Magician brands often emphasize their ability to transform people's lives or circumstances through their products or services.
Innovation
Magician brands often position themselves as innovative and able to create change through their products or services.
Mystery
Magician brands often have an element of mystery or intrigue, and may use symbolism or allegory in their branding to create this effect.
Creativity
Magician brands often emphasize their creative approaches and encourage their customers or clients to think creatively as well.
Magic
Magician brands often evoke a sense of magic and wonder, and may use imagery and language that suggests the unexpected or the extraordinary.
Strategy
Use the following strategy in your marketing communications to connect with your target audience.
Connection
Developing a vision and living by it or assisting a transformation.
Suggested color guide for using color to communicate the brand‘s values and attributes.
Color
Palette: Bold, Mysterious, Sophisticated
Key Colors: Purple, Dark Grey, White
Coca-Cola | Disney | Dyson
Company Examples
Turn Your Brand Personality Into a Clear Identity
Archetypes are just the starting point.
This is where your full identity takes shape.
The Know Who You Are Workshop walks you through the full framework for defining your identity, values, traits, tone, and everything that shapes how your brand shows up.
