Brand Archetypes

THE MAGICIAN – THE PERSON

Magician individuals are  most fulfilled when they can see a vision realized. Naturally intuitive,  insightful, and inspiring, they’re able to perceive and appreciate multiple  perspectives and motivate others to believe that anything is possible. They’re  usually excited and challenged in times of great transformation and turmoil.

Magician organizations  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.

Magician types need to  ensure they don’t use power manipulatively, don’t expect miracles to save them  when things get rough, and lose patience with those who aren’t as visionary as  they are.

Subtypes include:

  • Catalyst/change agent: Sees opportunities for change or provides impetus for innovative transformation
  • Envisioner: Sees possibilities and develops a clear vision of the future
  • Healer: Effects individual or group healing
  • Intuitive: Uses synchronicities/hunches/serendipity to set a course
  • Wizard: Has a talent for unexpected, serendipitous results

THE RULER – THE PROFESSIONAL

Ruler individuals are most fulfilled  when they can demonstrate leadership, orchestrate complex situations, and/or  use their influence to make things work better. Naturally confident, competent,  and responsible, they enjoy demonstrating their savvy and motivating others to  maintain high standards. They’re usually excited and challenged by  opportunities to take charge of a situation.

Ruler organizations often are most  successful when they can make decisions that benefit others, use power to  create positive outcomes, and make order out of chaos.

Ruler types need to be careful about  dominating others, getting bogged down in policies and procedures, and becoming  overly hierarchical or political.

Subtypes include:

  • Leader: Takes charge of people/situations; takes responsibility for the good of others
  • Powerbroker: Uses power/influence to get things done
  • Conductor/orchestrator: Directs complex systems/processes/structures and/or creates order
  • Role model: Sets standards for others to follow
  • Peacemaker: Finds common ground among disparate individuals and/or groups