The Magician Archetype

“It can happen!”

Also called: Visionary, catalyst, innovator, mediator, shaman, healer, medicine man, transformer

Core desire: To know the fundamental laws of how the universe works.

Goal: To make dreams come true.

Fears: Unanticipated negative consequences.

Strategy: Develop and live a vision.

Gift: Finding win-win outcomes.

Marketing niche: Help people transform their world, inspire change, expand consciousness

Share your story: Know and invent new trends to share and represent.

Example: Disney, Oprah

Your customers feel: Fascinated, enchanted, on the cutting edge, “I want to feel that”.

Your customers most fear: Ineffectuality, impotence, powerless

The Magician is a good identity for brands if

  • your product or service is transformative
  • you implicitly promise to transform your customer
  • you appeal to cultural creatives
  • you help to expand consciousness
  • there is a psychological or spiritual component
  • you have a very contemporary new product
  • your product is moderate to highly priced


Are you the Magician brand? How can you apply this character to your buildings, grounds and interiors? Take our quiz to find out!

Learn more about brand archetypes: 


For most tourism businesses, working on your buildings and grounds is a big deal. There is a lot of money and time at stake and can be difficult to know where to start. So let’s just start with a coffee.