The Magician brand archetype’s goal is to help make people’s dreams come true. They help others transform their lives and are always using new ways of doing things. When things don’t work as intended, the Magician has lost everything.

The Magician wants to understand the universe and their position in the world, but they fear any unintended negative consequences of their exploration. Magician brand archetypes will promote themselves as the gate to transformative experience and they will focus on individuals rather than the group, they will also usually flatter the customer and tell them to trust their own instincts.

Magicians seek to understand how things work, and as a result, change lives for the better. Alternate names such as the healer and the visionary bring out this element more strongly and help us to see that it is not an archetype solely concerned with mystical experiences. On a positive note, the magician brand will be driven, charismatic and healing but on a bad day can be dishonest, disconnected, or sometimes manipulative to its customers.