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YOU ARE THE magician
Alchemist, Catalyst, Healer, Innovator, Inventor, Mediator, Scientist, Shaman, Transformer, Visionary, or Wizard
Leaving a thumbprint on the world
"What [you] need is an enduring and reliable compass - a fixed place that illuminates both where [you] are and where [you] must go.
[...] the theory of archetypes can act as this compass."
The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes
What are BRAND archetypes?
Brand archetypes are like the personality traits of your business—they're the heart and soul behind your brand that helps you connect with your audience on a deeper level. Think about the difference between hearing general information about a business and being able to subconsciously imagine that business, and yourself, as familiar characters in a story. See how much more interesting that is?
This character, or archetype, can guide how your brand communicates, what your values are, and how you make people feel. It's about finding your unique voice in a crowded world and building a relationship with your clients that feels genuine and meaningful. For creative online business owners, tapping into your brand's archetype isn't just about marketing: embracing your archetype helps make your business a true reflection of what you stand for and the impact you want to make in the world.
This concept was influenced by Swiss psychiatrist Carl Jung and developed by co-authors Margaret Mark and Carol S. Pearson in their book The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes (2001). They explored 12 archetypes that fall under 4 main categories: independence, belonging, stability and mastery.
Embracing your archetype helps you build a consistent brand with strong messaging, strategy, story, identity, and positioning.
"Most basic to the Magician is the desire to search out the fundamental laws of how things work and to apply these principles to getting things done. The most typical applications of magical lore are to heal the mind, heart, and body [...] to discover ways to create and maintain prosperity; to invent products that make things happen."
The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes
You believe that if you do your part, the universe will follow, you are a catalyst for change. You're a big believer that to change the world, you need to first change yourself, your beliefs and behaviors.
A Magician identity might be right for your brand if:
- your product or service is transformative
- your product or service helps people extend or expand consciousness
- your product or service has a spiritual or psychological component
- your ideal client is all about manifestation
- your product or service is new and very contemporary
your motto
Anything can happen!
GOAL | make dreams come true
STRATEGY | develop vision and live it
CALL | hunches, extrasensory experiences
CORE DESIRE | knowledge of the fundamental laws of how your world works
SUPER POWERS | a powerful imagination helps them to think of win-win solutions for everyone involved in a situation
TRAP | becoming manipulative
FEARS | unanticipated negative consequences
VOICE | charismatic, persuasive, masterful
With all this knowledge,
you can infuse more meaning, personality, and purpose into your brand. The overall feeling you create in your branding, design, and words is what tells someone if your brand is for them or not. Letting your archetype influence that feeling can help attract the right client to you.
Start implementing some little things
you’ve just learned, like shifting how you speak to your audience. As you're the Magician, words that could describe your brand feeling and tone are: rebel, disruptor, different, daring, transform, create, revolutionary, polarizing...
You can also show your Magician personality
by using your unique journey of transformation, showing how you went from A to B. Your imagery and colors should evoke magical experiences and special feelings. You can go further than The Alchemist vibes and think deeper, using a combo of dark and bright colors, for example.
EMBRACE YOUR IDENTITY
WITH ARCHETYPE-INFORMED,
story-inspired SHOWIT TEMPLATE DESIGN
Visit the shop, The Archetype Atelier, to explore a template
designed just for Magicians, and let your imagination run wild.
Let’s unlock the power of your uniqueness
and create a brand experience that evokes emotion and inspires connection.
BUILD A semi custom brand
TAILORED PERFECTLY TO WHO YOU ARE,
DESIGNED TO EXPRESS
THE very soul OF YOUR BUSINESS
MEET YOUR ARTISTS & ALCHEMISTS
Clarisse
Brand & Web Designer for Quiet Souls
Soulspell Studio
@soulspellstudio
Theresa
Website Copywriter & Meaning-Maker
Little Flame Creative
@littleflamecreative
We are The Archetype Atelier
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