- Vanessa Rowley-Matthew
The Magician Brand Archetype
Updated: Feb 25
Brands/People Who Want to: Leave a Legacy | Be Remembered
Think Disney Imagineer, Lanny Smoot, Dasia Taylor, or Arlyne Simon (from left to right)
What is a Brand Archetype?
A brand archetype is best described as “a standardized model of a personality or behavior, often used in marketing, storytelling, psychology, and philosophy,” according to The Dictionary of Brand by Marty Neumeier. Some of the most successful and recognizable brands adopt traits of one of the brand archetypes shared by their target audience, allowing them to create branding that connects to their followers on a subconscious level.
The Magician Archetype
Think Disney Imagineer Lanny Smoot, Dasia Taylor, or Arlyne Simon. The Magician Archetype is about transformation, making dreams a reality, and changing what is to what could be. Also known as the alchemist, engineer, innovator, or scientist, making what seems to be impossible possible.
These brands use a depth of information that others typically do not know to lead in creating these transformations, too. They have a vision for what they want to see, and they go forth to make it a reality and seem to always have another solution in their hat that can leave others amazed and wondering how they accomplished their goal.
It is also common for them to have a spiritual or psychological element. They strive to expand the collective consciousness by understanding how the universe works and not being confined to one belief.
Some common characteristics of this archetype are:
• Having a desire to know how the laws of reality work.
• Transforming dreams into reality.
• Developing a vision and living in it.
• Being driven and motivated to accomplish their goals.
• Finding creative solutions.
• Dreamy and captivating.
While they have the following values, voice, and fears:
Transformation, oneness, curiosity, manifesting, magical moments, self-preservation
Reassuring, encouraging, hopeful, mystical, informed
Consequences, stagnation, uncertainty, ignorance
A brand that embodies the Magician archetype often has a large and strong network where they form strong relationships with others. They have this innate ability to channel energy and contain a power that promises change. They often present out-of-the-box ideas that can be intimidating to those who are risk-averse. Trusting the process of the Magician can be scary, but they rarely lack ideas and creative solutions for any problem.
The Magician Archetype in Practice
Brands that embody the Magician Archetype are typically charismatic, compelling, and show others the ability to stand out. These brands tend to offer or promote transformation and magical wonder through their product or service. Their marketing can be rather grand and larger than life, which reflects this mystical feeling.
Disney, Dyson, Ted X, and Polaroid are all examples of brands that exhibit the Magician archetype.
Disney is one of the most notable brands that fall under the Magician Archetype. They have created a sense of making your dreams come true like no other. There is a promise to make everyone’s dreams come true and find magic in the ordinary. This can create a sense of enchantment and wonder that leaves their audience enamored by the brand itself and all its offerings.
Activating the Magician Archetype
If you resonate with the Magician, it is important to understand how to utilize, enhance and hone this energy. It’s important to constantly educate how you provide transformational experiences for your clients. Use your voice to express what makes you great at what you do. Express to your audience that you are going to fulfill the promise of your brand and provide them with an unforgettable experience or product. Something that will truly add to their lives.
The Magician Archetype in Branding
Appeal to the Magician by inviting them along the journey of transformation or by creating a magical moment for them. When considering how to visually express the Magician’s energy within your branding, be mindful of your color palates and imagery. Mystical and invigorating colors like hues of purple, green, blue, and gold combined with chromes or metallics can add that hint of magic. Cursives, storybook-esque, or modern serif fonts are all wonderful types to consider for your brand.
Bolton, Melissa. “The Magician Brand Archetype.” Creative Market, 2022,
https://creativemarket.com/MelissaBolton/collections/1473339/The-Magician-Brand Archetype. Accessed 2022.
Schultz, Sara. “The Magician Brand Archetype.” Hey Sara Schultz, 2022,
https://heysaraschultz.com/blog/magician-brand-archetype. Accessed 2022.
Mark, Margaret, and Carol S. Pearson. The Hero and the Outlaw: Harnessing the Power of Archetypes to Create a Winning Brand. McGraw-Hill, 2002. Pages 140-151.