The Magician Archetype - The Sky's The Limit (or is it?)

The magician archetype is used in branding to turn problems into opportunities, like magic. For these brands anything is possible.

Anita T is an award-winning marketing consultant with 15+ years of experience.

The Magician Archetype (also known as The Visionary)

Driven to transform the ordinary into something magical, The Magician Archetype promises miracles. For The Magician, the only limitation is the imagination. The Magician seeks out and acquires profound knowledge that gives birth to wizardry. If something can be imagined, this brand will tell you, it can be real.

The Magician Archetype Strengths

The Magician archetype is often associated with transformative power, magic and mystery. It has the power to transform the lives of its customers, taking them on a transformative journey, and as such, tends to win a pretty loyal following.

The Magician Archetype Characteristics

This brand archetype can be adapted to fit a wide range of industries and products. From tech to high-end fashion, beverages and entertainment, the magician archetype can be used to create a sense of innovative and excitement.

The Magician archetype characteristics include:

  • Innovative
  • Intelligent
  • Curiosity
  • Creative
  • Flexibility
  • Transformative

This archetype brings your wildest dreams to life, turns problems into opportunities, reframes challenges and creates flexible, win/win situations. These brands tend to be focused on finding new ways to do things - to them, anything is possible. If you tell them pigs might one day fly, they'll agree.

Examples Of The Magician Archetype In Branding

Here are 4 examples of how the Magician archetype is used to create a sense of magic around a brand:

  1. Disney is one of the most referenced examples of the magician archetype in branding. It's known for creating magical experiences from its theme parks to its movies. Disney uses the magician archetype to transport people's imagination into new worlds.
  2. Lululemon's products helps people transform their bodies and minds through exercise.
  3. Google has transformed how people access and use information. Just pop your search in the search box, and hey presto, your answer appears - like magic.
  4. Dyson was based on transformative designs for common household appliances. The company constantly seeks out ways to innovate and lead its industry sector in practical innovations for the home.

This is one of the 12 brand archetypes commonly referenced in branding, that can be used to create a powerful brand identity that resonates with consumers.

The Magician Archetype On Social Media

The magician archetype often aims to position itself as thought leader. On social media, these brands will share new ideas and opinions, as well as content that showcases their creativity. They'll often share 'sneak peaks' of upcoming products or services, as well as stories about how they came up with their 'new idea' to begin with. Take Tesla or Space X for example. The brands are positioned as a catalyst to the future.

TED Talks also does this, but in its own way. The brand's slogan is, 'think different', their social channels showcasing thought leaders that do exactly that.

This archetype is fantastic for any brand that is transformative, from fitness to makeup. Showcase before and afters, and ideas that inspire your audience to make positive changes in their lives.

The Magician Archetype Weaknesses

While this brand persona prides itself on being mystically informed, the underlying pressure to be more, haunt it. These brands can overpromise, then underdeliver. This tendency can create unrealistic timelines for staff and alienate practicality within the business. Sustaining momentum at this level can be challenging, and consumers and staff can become sceptical leading to a decline in engagement overtime.

Unsure what your brand's archetype is? Take the brand archetype assessment.


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