These archetypes are also present in the world of brands. They provide tools on how to, and how not to, act within a specific archetypal domain. The public does not recognize these archetypes consciously, but instinctively. This makes people feel immediately familiar with a brand. This trust and recognition strengthen the brand.
Embracing these archetypes provides a tool that can be used in all kinds of marketing messages. For example, read about the Abstraction Tone of Voice and how it relates to the archetypes.
Abstraction is a combination of two archetypes that in turn reinforce each other.
The creator archetype fosters true innovation and beauty, and creates something enduring that is able to influence society.
Their artistic side craves a non-conforming and imaginative perspective. This unique combination means that they feel very comfortable coming up with creative solutions to problems that others may not think of.
Inspirational, daring, unique and visual.
Innovation, artistic control, their vision.
Mediocre vision or execution. Too creative to make sense.
“To innovate to the point where others follow our lead.”
The magician archetype involves experiencing 'magical moments' that leaves one feeling mesmerized, satisfied, happy, or transformed in some way.
Magicians aim to understand the way the world works and appear to operate on a plane above everyone else. They often leave people mesmerized and amazed by their seemingly otherworldly capabilities.
Making dreams come true, moving, cutting-edge.
Leveraging the laws of the universe, vision, innovation.
Avoid attention with edgy or extreme marketing. Inventions don’t work as planned.
To create games that push the boundaries of the genre.”