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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.

Magician Icon - Rabbit ears coming from a hat

Icon art by Ayub-Irawan, The Noun Project

Imaginative | Visionary | Сharismatic | Mysterious
Star Icon

Key Characteristics

Map Icon


Use the following strategy in your marketing communications to connect with your target audience.


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.


Palette: Bold, Mysterious, Sophisticated

Key Colors: Purple, Dark Grey, White

Coca-Cola | Disney | Dyson

Company Examples

Brand Personality Archetype Wheel
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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