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Sleight of hand and an over-the-top personality allow the Magician to impact what their audience experiences. They can turn someone's dreams into reality or pull others into their dream of how things can be.

Is your company a Magician brand archetype? Try on a wizard's hat for size for a moment and imagine what your brand might look like if you chose to own the Magician personality.

Understanding The Magician Brand Archetype

As a Magician, you don't work outside the realm of physics, data, and natural law. On the contrary, you have a very deep understanding of how the world and the human mind work. You know that much of what people think they know is already an illusion.Archetype-Cards4

This knowledge is the ultimate power. It allows you to use the "law" to create immersive experiences. You make your audience feel like they are the "chosen one" who can rise above the crowd (or their humble beginnings) to achieve greatness.

Regardless of the brand archetype you choose, strong brands have bold personalities like this one. They help you differentiate. The right audience remembers you and is drawn to your charisma and vision. That drives revenues and growth.


Key Characteristics of Magician Brands

As a Magician archetype, your voice is:

  • Mystical
  • Wise
  • Comforting
  • Expansive
  • Emotional
  • Cutting Edge
  • Healing 
  • Driven
  • Charismatic

Magician brand archetype colors include the following, which each have subliminal meaning to your audience:

  • Red: Love, boldness, energy, strength
  • Black/Dark Gray: Power, intelligence, elegance, protection
  • White: Purity, innocence, balance, freshness

Your Strengths

No one expects you to color inside the lines, so you have the freedom to amaze. As an idea-generator and world-builder, you have the potential to generate an infinitely loyal following because people like how they feel when they're with you. People are willing to pay a premium for the experience you build around your product.

Your Challenges

Thinking big and being the first to do something can have negative unintended consequences. Things don't always work as planned. But as a Magician, you never give up on the dream, even if you need to pivot and redirect attention while you go back to the drawing board. 

Some may perceive your brand as out-of-touch or manipulative — especially competitors. But your loyal following believes in you and rallies around you to protect your vision.


Who Is the Ideal Audience for Magician Brands? 

The ideal audience of the Magician is fascinated by the unseen forces that guide our lives. They want to become part of the magic you represent and see it as an opportunity for personal or professional transformation. Your customers are often leaders and influencers themselves who want to reach their true potential.


Magician Archetype Brand Examples

Now that you know what a Magician does, the brands that are the Magician archetype will no longer be shrouded in mystery for you. Magician brand archetype examples include:

Walt Disney

Walt Disney, the man, was a Magician. He built a world "where dreams come true" and invited guests to experience the magic in the world through television, movies, and theme parks. 

When live-action didn't give him the freedom he needed to express his vision, he used animation. This allowed him to build a world where dogs can be friends with foxes, fairy godmothers help girls living as servants snag a prince, and people can experience the world of tomorrow today. 

And, of course, the Disney brand continues this legacy now.

Red Bull

Over the past 30 years, Red Bull has largely rejected both traditional and digital advertising. They instead put their marketing money into sponsoring extreme sporting events. This allowed them to attract loyal niche audiences who love them because they support an activity the audience loves. Red Bull leverages this following to reach a larger market.

If you visit their website and social media pages today, there are no energy drinks. Their digital presence is dedicated to promoting people and events. This marketing strategy looks crazy on paper. But as the Magician brand archetype, they pulled it off. 


You know you're a Magician when you can get people to pay three to four times the cost of a regular vacuum. Dyson took a boring, everyday product (the vacuum) and made everyone want one, even those that don't vacuum. 

They've done the same with room fans, hair care devices, air purifiers, and even pet grooming tools. The sleek designs and innovative technology have customers following Dyson to learn what they will design next.


How to Own Your Magician Brand Archetype

Magician archetype brands take on a bold personality that has the potential to do a lot of good and generate a lot of loyalty. It's vital that you own your brand 100%. Perceived inauthenticity can come back to bite you.

Branding consistency is critical. Your Magician brand archetype voice, colors, vision, values, logo, and customer experience should all communicate "I'm a magician — follow me to live your dreams" without having to say it.

There are 3 levels of the Magician archetype brand you can use to differentiate your brand from the competition further and develop a deeper bond with your audience. How far down the rabbit hole you choose to go is up to you.

  • Level 1: Your brand is filled with magical moments that mesmerize and entertain. Your audience feels happy and transformed — at least for the moment. 
  • Level 2: Your brand is all of the above but with a sense of flow that makes the experience feel integrated into daily life with the potential to last. Your audience experiences real and lasting mental, physical, professional, and/or spiritual growth.
  • Level 3: Your brand appears to make miracles happen. You seem to defy natural law. But that's only because you have such a deep understanding of psychology. You know that perception is a person's reality. You create an environment that supports a person's inner power to change how they experience the world for the better completely. You're building a "cult of personality," which has some negative connotations, but you can choose to use your power for good.

From a practical standpoint, plan to create magical moments daily through marketing, sales, and service while investing in R&D to innovate continually. You want customers to look forward to your release dates. 

Magicians have superhuman power to generate word-of-mouth because their brands and products are exciting. So be ready to channel this energy into big product launches, revenue, and growth.


Build Your Brand and Make Magic Happen

Magician archetype brands can make dreams come true. You have a deep understanding of how the world works and can use this power to affect how people perceive reality. 

Choosing a brand personality is not a decision to take lightly. It's important for the persona you take on to feel right and reflect how you run your business. 

Are you the Magician brand archetype? Learn more about how to conjure up magical brand experiences by starting with a free 20-minute branding assessment.

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Laura Laire

Laura Laire

Laura is the VP of Creative Strategy who cofounded LAIRE, Inc., a digital growth agency. Laura is an entrepreneur and avid writer with a love of studying marketing and high performance. Laura has trained hundreds of thousands of people as a speaker, trainer, and coach giving keynotes at seminars and conventions for the past 25 years. Laura absolutely lives for marketing, creating, and inspiring big ideas.