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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.

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Icon art by Ayub-Irawan, The Noun Project

Imaginative | Visionary | Сharismatic | Mysterious
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Key Characteristics

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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

A brand archetype is essentially a shorthand way of communicating the core values, traits, and motivations of a brand. By understanding your brand's archetype, you can craft marketing messages and develop a creative strategy that speaks directly to the psychological needs and desires of your target audience.
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