"All your dreams can come true."


Magician Archetype Wheel

A magician knows that anything is possible if you believe in the power of your dreams.

A few qualities of the MAGICIAN ARCHETYPE include: transformative, visionary, imaginative, dreaming, mysterious, magical.

Brand archetypes help you express the personality of your brand to customers.

Based on the work of Psychologist Carl Jung, archetypes tap into the character and values of your brand, making it more relatable.  This helps you to form stronger more authentic connections and build brand loyalty.

Jungian archetypes are defined as universal, archaic symbols and images that derive from the collective unconscious. (Wikipedia)

When you do the work to clearly define and leverage your brand’s archetype, your business will be more successful in attracting and engaging the right customers.




Magician Archetype Industries

Here are a few common industries where you may find the magician brand archetype:





Theme Parks

Vacation & Travel

Magician Archetype Brands

Here are a few well-known brands that embody characteristics from the Magician Brand Archetype:


Gives you wings

-Red Bull

Where dreams come true


Having an idea for doing something better and making it happen.


Ideas worth spreading.


Calgon take me away.


Have it your way.

-Princess Cruises

There's no play like it.


Is my Brand the Magician Archetype?

The most important thing to consider when selecting an archetype for your brand is what will most resonate with your customers.

Start by asking “What do we most want our brand to evoke for our customers?”

Here are a few statements to help determine if your brand fits the Magician Archetype:

  • My brand will help customers create a transformation.
  • My brand will help customers self-actualize and realize their dreams.
  • I feel that the spirit of my brand most embodies vision, transformation, idealism, intuition, inspiration, spiritualism, and magic.

If you would like to do a deeper dive into your branding, download my free branding workbook.