WIZARD

Archetype Profile
Your Brand Archetype
Insights.

brandonian.com
 This is your Brand Archetype Profile
insights document. It captures the
essence of your Brand Archetype
and can be used as a basis for
building your future brand.
CONTENTS
From here you can flesh out your The Methodology
brand strategy further to include How we define your future brand..................3
all your future business and
Meet all the Archetypes...................................4
marketing activities.
How Archetypal Theory is applied................4
We offer workshops to take Motivational Theory...........................................5
this to the next level and
develop a thorough plan and
guidance. For more information, Meet Your Archetype
please contact us through The Wizard............................................................6
brandonian.com/workshopenquiry

Always ask: Using Your Archetype

“Are our plans being built Within business.................................................10

from our Brand Archetype

as defined in this Brand The Wizard Trap
Archetype Profile?” Becoming manipulative.................................. 12

Wizard Customers
What are the characteristics?........................ 13

Awaken Your Archetype

How to present a Wizard brand?.................. 14

What’s Next?
Tell the world...................................................... 15
Get some help................................................... 15

Copyright Statement
© Copyright Brandonian Pty Ltd – All IP, ideas,
concepts and supporting materials are the property
of Brandonian Pty Ltd.

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 DISCOVER THE
METHODOLOGY
Exploring the direction for your
brand is based on a clearly defined
mapping methodology.

HOW WE DEFINE
YOUR FUTURE BRAND
We believe marketing is a method and consumer
buying behaviour is a science (neuro-marketing).
We developed our Brandonian system to combine
the two to make marketing a methodology.

Our Brandonian system is based on Swiss psychiatrist Carl

Jung’s theory of ‘archetypes’ or brand characters. Archetypes
allows us to define the soul of your brand and express it in
ways that tap into universal feelings and instincts we all have.

Jung stated we are all born with an understanding as to what

certain characters (archetypes) are. For example, think of a
mother figure (Caregiver). If I asked you to write a page of
descriptors as to what that means to you, you would have no trouble
filling the page and what you would write, would be very similar to
many others.

This is why we align your brand with an archetype. When we start

telling stories and using language in the context of that character, your
customers can easily connect with your brand. It feels right, they know
you get them and you no longer need to compete on price or product
features. For example, Jeep are an Explorer brand. In their marketing
they talk about all the places you can go, and show the owners away
from home, in rugged landscapes escaping and discovering new things.
Ultimately, they are selling freedom, the vehicles just enable that feeling.

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 MEET ALL THE ARCHETYPES

HOW ARCHETYPAL THEORY IS APPLIED

The online test you have just completed was a process of discovery, where
you had to think about what it is you are really selling and what emotional
response you want your customers to experience with your brand.

Simon Sinek said it best when he said,

‘People don’t buy what you do, they buy why you do it’.
Your brand’s emotional connection with your customers will be defined by your archetype.
You can tell your brand story from your business’s perspective as to why you created what you
have, or you will tell your brand story from a customer-focused perspective, telling them why
they need, or what they can expect from using your product or services.

For example, Mercedes Benz (Ruler) is a business whose main business focus is to produce
cars that are the best and most innovative on the market and continually demonstrate why
in all their marketing. Whereas Alfa Romeo (Lover) are selling with a customer focus, selling
customers an Italian love affair, encouraging new customers to experience the passion of
driving, to hear the engine, feel the leather and so on.

This insights document has been designed to help you, your team and any future employees
understand your archetype so you can attract the right customers and communicate your ‘why’
effectively, so your business can be seen and heard in a crowded market place.

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 MOTIVATIONAL THEORY

We spoke about the fact that people don’t buy Motivational theory can be refined down
what you do, they buy why you do it (Simon Sinek). to four major human drivers:
So it follows then that if you understand what motivates
1. Belonging (Generosity)
an individual, or a collective (like a target market),
then you can strategically communicate and interact 2. Independence (Self Actualisation)
in ways that are designed to trigger and leverage an 3. Stability (Control)
underlying motivation and the unconscious drivers
4. Mastery (Risk)
of your customers.
From your Brand Archetype Insights Test, we
At its core, motivation is a theoretical construct
established that the actions your business performs
used to explain behaviour. It represents the reasons
on a daily basis are the hallmarks of a Wizard.
for people’s actions, desires, and needs. Motivation
can also be defined as one’s direction to behaviour, or Let us tell you more about what this means for
what causes a person to want to repeat a behaviour your brand.
and vice versa.

Life requires constant

negotiation along these poles

Stability WIZARD
The Wizard sits in the bottom
S quarter, in the section where
mastery and risk are the
Inde
Belonging

underlying motivation behind

pendence

the decisions and behaviours

B

of your brand.
A Wizard brand is an
M agent for change, they are
clever, gifted and blessed
with what many describe as
M astery mysterious powers.

These are the primary tensions

faced regularly in a person’s thinking

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 The Wizard
Wizards transform the world and create
delight with their imagination
and cleverness.

‘If you can dream it, it can happen!’

Wish Knowledge of the fundamental laws of how the universe works

Focus Make dreams come true through transformation
Fear Unanticipated negative consequences
Strategy Develop vision and live it
Trap Becoming manipulative
Purpose Finding win-win outcomes

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 The Wizard
The Wizard is an agent for change, they are clever, gifted and blessed with what
many describe as mysterious powers. Wizard brands represent ‘transformational’
product or services which are able to take their consumers to another (literal or
metaphorical) place. Wizard brands are also highly innovative and are often related
to a very new, contemporary product.
Wizard brands are able to create a dynamic change within their category, often by
looking at it with different eyes and presenting the consumer with a new take or
creative angle.

The Wizard Business:

Are vision driven, seeking consensus about core values and desired outcomes and
then maximising their flexibility in achieving these goals.

The Wizard Culture:

When the Wizard archetype is active in a culture the team are literally the catalysts
for change. Trusting meaningful coincidences, they expect that if they do their part,
the universe will meet them.

Examples of Wizard Brands:

Movies like Harry Potter (literal magic) and Field of Dreams (miracles do happen),
Willy Wonka and the Chocolate Factory (magical place) and Frankenstein (a doctor
brings the monster to life).
Wizard brands: Mastercard (priceless moments), Lynx, Polaroid, iPod, Sony and all
those that foster ‘magical moments’, a cork popping, cosmetics, herbs, potions, and
fitness campaigns promising the fountain of youth.

The Wizard may be a good identity for your brand if:

• The product or service is transformative
• Its implicit promise is to transform the customer
• It appeals to New Age consumers or cultural creatives
• It is user-friendly technology (it just works!)
• It has a spiritual or psychological component
• It is a new and very contemporary product
• It is medium to high priced

Transformer | Influencer | Engineer

@mybrandonian hello@brandonian.com
Discover your brand at brandonian.com
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DISCOVERING BRANDS

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 THE EXPLORER
YOUR
Your FutureARCHETYPE
Brand promises new
experiences and challenges us to
Your
give Future
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By trying them, wethe
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ourselves.

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©BrandonianP/L
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www.brandonian.com
 MEET YOUR ARCHETYPE

The Wizard is an agent for change

The Wizard likes to exist beyond the ordinary and is
driven to experience the realm of miracles and look
for the possibility in every opportunity. Wizards like
to create mutually beneficial outcomes – by turning
ideas into reality and transforming the individuals,
communities and industries they operate in.
Wizard brands are attuned to sensing and
understanding energy dynamics and industry changes
with a deep ability to capture the emotion from the
human soul. The folklore associated with Wizardry
often referenced the ancient art of alchemy, which
integrated science, spirituality and psychology –
three elements that we tend to separate from each
other these days. Wizard brands allow us to recapture
the powerful mix of science, spirituality and psychology
to reconnect to the human cause and deliver an
outcome we know, feel and think is good for us.
Wizard brands represent ‘transformational’ products or
services that are able to take their consumers to another
(literal or metaphorical) place. Wizard brands are able
to create a dynamic change within their industry, often
looking at it with different eyes and presenting the
consumer with a new take on an existing problem or
engineering an entirely new way of doing things.

Relating the Wizard archetype to the world of today

Transformer – Red Bull: Giving Wings to people and ideas. Red Bull co-founder Chaleo Yoovidhya came from
humble beginnings. He started a small pharmaceutical company in the 1960s, later developing energy ‘tonics’
aimed at laborers and truckers trying to simply get through long work days. Once the product was officially
launched it was sold in combination with an extreme activity and a strapline promising transformation. Today,
Red Bull gets involved in a wide mix of sports, music events, sponsoring athletes, teams and much, much more.
With well over 100 potential points of branded contact, Red Bull connect to their target market many times,
in multiple ways, becoming a big part of the daily transformation experienced in their customers’ lives.

Influencer – MAC Cosmetics: Makeup artist and photographer Frank Toskan and salon owner Frank Angelo
became frustrated by the lack of makeup that photographed well, so they decided to create their own. At first,
they made the cosmetics in their kitchen and sold them straight from the salon to fellow makeup artists, as well as
models and photographers. Soon, stylists and fashion editors got in on the action. As the magazine credits racked
up and word-of-mouth popularity grew, the duo launched M·A·C in March 1984. Today their products influence
their industry by supporting individuality and self-expression. They also impact society through their charity arm
that fights HIV/AIDS.

Engineer – Victorinox (Swiss Army Knife): In 1884 Karl Elsener and his mother Victoria open a cutlery workshop.
At this time Switzerland was still one of the poorer countries in Europe, with no natural resources. In the early years
Karl Elsener recognised that he needed to find a solution by thinking about cutlery in a new way that would work to
combat poverty and unemployment. He begins engineering a new kind of knife – one that offers as many functions
as possible in a compact, easy to carry package. By 1891, the knife is ready. Elsener sells his innovative product to
the Swiss Army, and the rest as they say is history!

Transformer Influencer Engineer

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 USING YOUR ARCHETYPE
WITHIN YOUR BUSINESS

What is the ideal world for your brand to operate in?

Wizard brands operate in a world where they have an ability to detach and retain
objectivity, and because of this they can take on leadership in a crisis or chaotic
situation.

Wizard brand thinking encourages us to question our inner truths as we focus our
energy on looking for the best outcomes for customers. Internally motivated, satisfaction
is achieved by fulfilling a vision rather than receiving praise and acknowledgement.

How will your brand stay motivated,

disciplined and focused?

Magic is the ‘technology’ for making dreams come true for Wizard brands. The ability
to realise a dream (vision) is what keeps a Wizard brand motivated, disciplined and
focused. Realising dreams is also associated with a certain compatibility to the business
environment in which you exist. The Wizard uses synchronicity to make sense of
‘inconsistent connections’ not easily explained by causality and implement changes that
appear miraculous.

To expand further on the idea of synchronicity, causality, and how the Wizard uses both
to drive change we must first unpack in more detail what each of these terms mean in
everyday life.

Causality (Cause and Effect) is the intended result that connects one process (the cause)
with another process or state (the effect), where the first is understood to be partly
responsible for the second, and the second is dependent on the first. Synchronicity,
however, is the inconsistent connection that cannot be explained by causality.

Synchronicity, as explained by Carl Jung, holds that events are ‘meaningful

coincidences’ if they occur with no causal relationship, yet seem to be meaningfully
related. It is where the inner and the outer worlds meet, giving us the ability to make a
whole judgement and apply symbolic meaning to the event.

For example, have you ever been thinking about an old friend you haven’t seen in years
and suddenly they call you completely out of the blue? Or you’re singing a song, turn
on the radio, and the same song is playing? When these kinds of coincidences occur, it
always feels miraculous. In this way, synchronicity serves as a reminder that all people,
actions, thoughts and things are inextricably connected (whether we can explain the
connection or not).

As a Wizard brand, you can celebrate (and even form) these meaningful coincidences
that connect the emotions of knowing, thinking and feeling with your service.

CAUSALITY SYNCHRONICITY

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 What is the environment you are seeking to change?

Wizards make dreams come true through transformation. Wizards ask, “What changes are needed and who will
benefit most from them?”

Wizard brands are relentless in their drive to fulfil their vision, and will do whatever it takes to remove obstacles
in their way. Wizards know with certainty that for change to occur they must will it to happen and firmly believe it
will happen.

Have you heard the statement ‘As above, so below’? It was recorded in the Hermetic texts from The Emerald
Tablet of Hermes Trismegistus, which states: ‘That which is Below corresponds to that which is Above, and that
which is Above corresponds to that which is Below, to accomplish the miracle of the One Thing.’ Fundamentally
those things that appear to be very different are actually quite similar. This statement also tells us that by studying
one thing we can learn more about another.

This is the wisdom behind all Wizard brands that enables them to deliver results through transformation.
Changes to beliefs, processes and action are all needed for transformation to be realised. The table below
outlines the three steps in the transformational journey: Alchemy, Mapping, and Ritual.

Steps Wisdom Action Emotion

1. Alchemy Alchemy is the purity, maturity and
perfection of the vision and the
business understanding of ‘why’.
Spiritually ask yourself, “If I dreamt it,
could it happen?”
• Internal messaging that brings Feel
the vision to life and helps
people connect with it on an
emotional level
• Setting a dashboard to visually
record transformational progress

2. Mapping Looking at and studying the industry
movements and your brand’s position
in the market in order to ‘divine’
information on which to base action
steps.
Psychologically planning for how
your journey will capture customers’
attention to then effortlessly deliver
an outcome almost without them
realising.
• Regular reporting capturing Think
industry changes
• Positioning key markers on the
fringes of the industry looking for
what can be disrupted
• Marketing messages to awaken
and encourage thinking about
the possibility

3. Ritual Ritual is a set of understood actions
that reinforce the correct and regular
steps the brand needs to take to
deliver on fulfilling on the promise.
The science allows for unrelenting
and proven action that will deliver
results.
• Regular systems and processes Know
that measure the impact of the
change being implemented
• Dealing with issues as they come
up to solve the problem as if by
magic

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 WIZARD TRAP
Becoming manipulative

Each archetype has a shadow side to their character that needs to be understood
in order to become aware, and therefore, prevent a negative brand experience for your
team or customers.

Imagine an evil sorcerer using their powers to exert their will on unsuspecting victims –
herein lies the essence of the trap for a Wizard brand. Such unflattering messages and
images are used to con others into doing things against their better judgement. To avoid
this trap, consider a checklist of key qualifiers that indicate a customer has experienced
a transformation.

Having a sales team (or even brand advocates) that are overly charismatic and can use their
influence not to communicate with people, but rather manipulate them, would be a red flag.
There should be a check in place that ensures values align to avoid this happening.

Another trap for a Wizard brand is to make a promise to do something and then let the
customer down by not delivering. Working with the right people and having systems and
processes in place will enable your brand to avoid this happening at all costs. Vice versa,
Wizard brands won’t want to work with suppliers or contractors who don’t deliver on what
they promise. In some cases they can undermine your ability to deliver transformation for
customers if you are not aligned on this key value.

It is also interesting to note that Wizard brands are opposed to people and organisations
that focus only on what can’t be achieved, rather than thinking big and moving forward
with conviction.

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 WIZARD CUSTOMERS
What are the characteristics of Wizard ‘type’ customers?

Audiences in which the Wizard archetype is dominant (the low hanging fruit for your brand to market to)
all have a common belief that who you are as a brand is equally as important as your product or service.

To market successfully to these customers it is important to clearly outline who you are, what you stand
for, what your values are and how your company or product will transform their lives for the better.

With this in mind there are two types of mindsets to inspire your ideal audience:

• The Master – sharing knowledge is their driver, and continually growing and developing
mastery is their goal.

• The Apprentice – wants to fulfil their personal vision by learning from those who have been
there before them.

“Your goal is not to do business with everyone that

wants what you have. Your goal is to do business with
people who believe what you believe.” – Simon Sinek

The Master The Apprentice

Having obtained a high level of personal
and professional mastery in their lives,
this customer has been around for a
long time. They are motivated to assist
others on their journey of transformation
by imparting their hard-won knowledge
and experience – they have been there
before. Masters look for credibility, to
‘test your mettle’, wanting to know why
your company is qualified for them. They
are perfect brand advocates as they
continue to share their experience with
as many people as possible while on
their own path to continue to grow
and develop their mastery.
Motivated by personal development,
they are consciously looking for
transformational experiences and
people to learn from that will help
them fulfil their personal vision. They
are constantly searching for products
and services that will improve their
personal mastery. They too have a
desire to help others with the skills
they develop, but their primary
motivation is to learn for themselves
first, before they help others.

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 AWAKEN YOUR ARCHETYPE
How do you present a Wizard Brand?

The spirit of a Wizard brand is easily captured if you can link your product or service back to ancient origins, or if it
involves a special ritual. Involving rituals in business practices can be a great way to reinforce actions and purpose.
Rituals that directly affect consciousness work best. Think of the actions and visual display that foster ‘magical
moments’, for example corks popping, champagne bubbling in a glass, or lightning beaming through clouds.

It is also important to think about the magic you are creating by looking from a different perspective. For example,
the magical result of technology that helps us communicate is powerfully reinforced if we were to imagine life
without it.

Stories told about how different the world would be without evolution will show the importance of your framework
in the 21st century. Create images of what the world would look like if our ancestors were afraid of fire or if society
refused to adopt electricity. Show how the ability to recognise, adapt and respond to change has influenced the
world, and how these traits are imperative to remaining relevant today and well into the future. By sharing these
stories you can create a collective movement around building leaders of the future.

On hold music could feature stories of transformation and convey the vision of the brand. Perhaps link a sound or a
ritual to an action so your audience will know that transformation has happened. A simple example of this thinking
is the traditional story we tell children about how every time you hear a bell ring an angel gets his wings.

Colours should be energising and strong. Pick colours that are unexpected and use them boldly.

Events held to launch or promote a Wizard product or services need to allow people to visually understand how
transformation will be achieved and what outcomes can be expected. Consider where possible to use before and
after pictures to demonstrate the transformation.

Images most associated with Wizards are shooting stars, heavens, a beautiful galaxy – these reinforce we are not
alone in this universe.

You could use images of new technology to highlight the new and better ways that would not have been possible
only a few years before, but are now a reality. Use language or show images that paint a picture of what could be
possible in the future. Technology has a magical and transformative effect on us.

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 WHAT’S NEXT?
1. Digest the information.
Read through this document and take the time to digest the information. We want you to understand and think
about all the content within this document. If you are unclear as to how you would use this information in your
business, then we are here to help.

2. Create a brand update and marketing plan.

Review your next actions, create a plan to implement your Brand Archetype Profile Insights.

3. Do you want help to expand and fully implement your Brand Archetype?
Brandonian’s expert Strategists can workshop your brand with you in greater depth. We will work with you to fully
realise the potential of your new brand by articulating your purpose. By creating a unique message and language
to express your Brand Archetype, you can’t be replicated.

GET SOME HELP

If you are having trouble understanding or awakening your archetype, Brandonian can help. Our Online Test and
this Archetypes Insights document has been designed to get you started and give you something you can work
with to stand out and be heard in the crowd at price everyone can afford.

It is important to note that the process to determine the archetype most suited to your business is a four hour
workshop with your key stakeholders present. We can only partially replicate that through an online quiz.

While any archetype can be used to create a language to consistently communicate with the world, this online quiz
may not have arrived at the archetype best suited to your business. We would recommend further discussions with
one of our strategists.

Our whole purpose and reason for being is to help small business be seen and be heard. We created this test and
archetype system because we kept seeing so many businesses just like yours, with good people in them and a
great product or service, but no one knew about them. We wanted to offer what big businesses with deep pockets
pay big dollars for to give smaller businesses the same competitive advantage.

So if you are having trouble using what you have just discovered, but can see how this thinking can really help your
business to be seen and heard and ultimately grow, we are here to help.

We can help you in many ways, from creating you a set of branded graphics and brand statements to setting up a
number of different templates that you can use straight away and build off.

We can define for you a tagline and a why statement or write some website copy with brand language capturing
your point of difference.

Just get in touch and we can chat about what will help you the most.

To inquire into how to successfully implement your new

Brand Archetype Profile Insights, please contact us
through brandonian.com/workshopenquiry

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