Your Desire
to create wonder and amazement
Your Goal
to make dreams come true
Your Strategy
create a vision and live by it
The Magicians purpose in life is to transform the ordinary into the extraordinary
Magician organisations often are very successful serving as catalysts for change; turning problems into opportunities; reframing difficulties; empowering people, teams, and networks; and creating flexible, win/win solutions for all involved in a situation. The outcome of The Magician Brand Personality is amazement and wonder. They uncover solutions to create something from nothing — or turn a mess into a miracle.
Your Motto
visionary builds what dreamers imagine
Your Fear
unintended negative consequences
Your Achilles Heel
becoming manipulative
The Magician could be the right identity for your brand if:
- the product or service is transformative
- its implicit promise is to transform customers
- it has a new-age quality
- it is consciousness-expanding
- it transforms confusion into clarity
- it is user-friendly
- has spiritual connotations
- it is a very new, contemporary product
- it is medium- to high-priced
- helps people transform their world, inspire change, expand consciousness.
Brand Culture
transformative, empowering & visionary
Brand Voice
charismatic, dynamic and inspiring
Brand Experience
creating magic or having special rituals
The Magician Mood Board and Brand Voice
The Magician Family Members
The Magician family is comprised of the main Magician Brand Personality that focuses on transformation and empowerment. However, six members within The Magician family can help you hone your personality with nuances that may represent your brand better.
Magician Archetype Examples
Tesla
Making the impossible possible – a car that runs without petrol and can drive its self, safely and efficiently – and look amazing? Unbelievable!
A visionary car for the future is now our reality. Tesla has looked to science, boundless opportunities and a purpose steeped in the value of green energy to come up with a truly magical car.
Transforming your driving experience, Tesla is also transforming the clean future of the world, not just through their cars but as part of their brand positioning. A true Magician Brand Personality if ever there was one.
Disney
There’s no doubt that Disney is the king of the magician brands! Everything they touch turns to magic.
The experiences that they create, the characters, the movies, the music – they really do own the happiest places on earth! Disney is complete wonder. They make the impossible, possible. They bring a vision to life, inspiring children and adults all over the world.
adidas
Making the impossible possible is the key to being a magician brand!
The consumer is at the heart of everything the adidas brand does. By constantly developing desirable products and inspiring experiences, the brand strives to build a strong image, trust and loyalty with consumers. The adidas brand is constantly focused on driving innovation in athletic footwear, using cutting-edge technologies that help athletes make a difference in their game, life and world.
Other Magician Brands
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Personal Brand Examples
The Magician Brand Colours
Magician Archetype Imagery
Use your 5 Senses to enhance The Magician Brand
A great brand experience will touch on as many of the five senses as possible. Be imaginative and see how you can implement as many touch points as possible into your branding to create a memorable brand experience.
Sight
Anything magical will work for The Magician. The only limitation is your imagination. Starry nights, fireworks, fairy lights and fireflies, and darker interiors create a sense of mystery. Big wooden chests, mirrors, books, hourglasses and a homage to yesteryear work well. A more modern version could err to the side of anything that can create wonder – ‘impossibly’ oversized experiences, beautifully designed products that make people ooh and ah over them. Elements that sparkle or shine. The Magician is always immaculately presented to enhance the sense of mystery and intrigue. The triangle is an excellent magician shape but be aware of the direction of the points as they can become unstable if positioned on a base point.
Sound
Magician sounds are more musical than lyrical. They evoke emotion, wonder and an element of anticipation for example orchestral music with chimes, upbeat violins or even nature, such as the sound of fire, wind or the tinkle of bells.
Smell
The Magician falls under the ‘Fire’ category of scents that are impossible to forget. They can be deep, racy and sensual with an element of complexity and drama. Think sumptuous rich flowers coupled with warm vanillas and plush musk. Woody notes that take centre stage offer warm, deep scents.
Taste
A Magician is very much about ritual, so taste experiences such as degustation meals of smaller mouthfuls of delight work well. Warm cappuccinos, hot chocolates, and trendy and gourmet cocktails and champagne are their favourite drinks. Taste combinations that may surprise yet still work, such as salted caramel, will be attractive for this brand archetype.
Touch
The Magician brands like enveloping themselves and their customers in luxurious, sensual materials such as cashmere, silks, velvets and fur. They may also enjoy soft leathers and matt surfaces.
Smell is a very emotive sense. Few things can take us back to a specific time and place as a particular scent. It can create a mood from the second you encounter it.
We have broken the Michael Edwards Fragrance Wheel into quadrants – Earth, Water, Wind and Fire.
Earth: Calm and authentic, these scents are refined and sophisticated. They are very grounded, strong and determined.
Brand Personalities: The Explorer, The Ruler, The Sage
Water: Lively and charming, while cheerful and full of ideas, the Water quadrant sparks spontaneity, laughter, festivity. Filled with energy and vitality, these scents are direct, unpretentious and sparkling.
Brand Personalities: The Entertainer, The Hero, The Neighbour
Air: Gentle, sensitive and dreamy, Air scents have a maternal discretion and reserved nature. They also reflect creative characters, gentle strength and determination.
Brand Personalities: The Caregiver, The Creator, The Innocent
Fire: Seductive, moody and impossible to forget. Fire scents evoke a sense of mystery, intrigue and attraction.
Brand Personalities: The Magician, The Rebel, The Seducer
Meet the Archetypes
Based on the concepts of 12 Personality Archetypes by Swiss psychologist Carl Jung, we believe that in modern society these 12 Archetypes can be effectively utilised in branding a business, and give them attributes that can enhance or cement their message. These personalities are based on different motivations for the observer.
