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The Magician Brand Archetype: A Storytelling Resource & Usage Guide

Magician Brand Archetype Overview

Nothing is impossible to the Magician. Their brand promise is focused on delivering profound transformations and creating amazing outcomes through seemingly mystical means. 

They’re calm, cool, and collected as they “make it happen” with what seems like a snap of their finger. They turn Messes into Miracles, conjure Something from Nothing, and transform “This” into “That”. They’ll wow you with their charm, astonish you with the results, and leave you wondering “How did they do that?”

The Creator is 1 of 12 storytelling archetypes based on the research of Carl Jung and others into the psychology of storytelling and narratives. Each archetype has its own innate desire, motivation and distinct characteristics that shape

The Magician Brand Archetype At a Glance

Brand Promise: Transformation
Voice: Mystical, Informed, Reassuring
Motivators: Agency,  Knowledge, Discovery, Improvement, Curiosity
Fears: Manipulation, Stagnation, Ignorance, Corruption, Disbelief
Familiar Tropes: “You’ll know it when you see it.”, “The world is on a string.”, “The world is what you make it.”, and “Bring the future forward.”

MAGICIAN ARCHETYPE BRAND EXAMPLES

Archetypes_brand_examples_magician
Disney, MAC cosmetics, Dyson, The CocaCola Company

MAJOR CREATOR POP CULTURE FIGURE EXAMPLES

Archetype magician pop- culture figures, Genie, Hermione, Sherlock Holmes, Jafar
Oprah Winfrey, Tony Robbins. Great Gatsby, Jafar

Let’s Go Deep & Get To Know The Magician Brand Archetype

The Magician walks around with the world on a string knowing they have the power to transform their world according to their vision. 

They seek to possess the agency — or power — to shape the world around them with their abilities gained from their unqiue understanding of the world.

The Magician is inherently curious, always seeking a new level of fundamental knowledge about the world around them.

They empower themselves to do things others cannot because their understanding of the fundamentals allows them to see deeper into an issue or area of focus.

They make it look effortless too, though in actuality their abilities are often acquired through countless hours perfecting their craft. 

To the Magician, there are boundless possibilities if you are willing to find the way. 

Persistence pays off for the Magicians as they —undeterred by failures along the way —develop and hone their craft. 

It is the mystical, magic-like nature of the Magician that makes them truly distinct. They are found at the crossroads of the inexplicable and undeniable. 

They can seem to have power as if from another universe, plane or dimension, unlocking abilities that may seem otherworldly.

What is understood by the Magician may be inexplicable to the average person. The enigmatic or mysterious nature of the Magician is key.

At the extreme, they are mystical entities, whose power is mysterious and appears to be otherworldly in nature. 

The Magician is complex. They are not inherently secretive, though the inexplicable source of their power may generate that perception. 

They’ll have you standing in amazement, awestruck at their ability even to the point of disbelief. 

It’s no surprise then that a leap of faith may be needed when working with the Magician. 

The Magician may demand a certain level of trust due to their hidden or secret ways.

Your disbelief of the Magician’s abilities should be met with a confident, informed and reassuring response to earn your trust. Your belief will be rewarded. 

Like an alchemist, the Magician acts as a catalyst whose mixtures conjure up transformative changes.

Need a new way to solve a problem? Make sure to have a Magician in the room. 

You’ll find the Magician taking on the hard challenges in their pursuit of solutions to a problem.

Their ability to find options others may not be able to is what makes them great at finding win/win outcomes. Where others have failed, the Magician can find a way.

They unlock possibilities unavailable to others through their curiosity, inventiveness, and desire to discover. 

The ingenuity and faculty of the Magician should not be underestimated. They can be quite resourceful in their pursuits. 

The Magician will tweak, test, and experiment endlessly – manipulating the circumstances to produce their desired outcomes.

Everyone loves a show. The Magician knows the power of a spectacle and will use entertainment value to their advantage.  

Prepare to be amazed. Far from subtle, the Magician will not shy away from a show or spectacle. 

They are full of charisma, drawing you in with their charm and sophistication. 

While transfixed you will soon find yourself asking, “What just happened”? You are under the spell of the Magician. 

It’s no wonder why the Magician can be so inspirational to others. Their charisma and ability to control their environment will leave you spellbound in amazement.

Magician Archetype Design Resources

Using the Magician archetype characteristics, we’ve curated a robust selection of various imagery examples including symbol icons, photography, color, and more! These resources can be used to inform, guide, or inspire your design and creative decisions when working on or with your brand.

Final Thoughts

We hope you’ve enjoyed this deep dive into the Magician Archetype which is close to our hearts as it is Ivio’s wing archetype. We encourage you to dare greatly in your creative journey and we can’t wait to see the amazing new world you help create.

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Interested in working together? We’d be honored to work with your brand, please contact us if you’d wish to discuss your project.

Understanding The Difference Between Your Brand and Reputation

Let’s face it; we are in the midst of an ever-changing and saturated industry when it comes to consumerism, where standing out in your industry is more important than ever before.

The question then becomes how do you answer this challenge while also reaching new heights in your business?

To that we would say, steer your focus towards branding and rely less on the power of reputation to carry your business forward.

The difference between reputation and branding can commonly become convoluted and sometimes even misunderstood as the same concept. It’s important to become familiar with how reputation affects your business and how branding affects your business, but it’s even more important to understand how both affect each other.

Brand vs. Reputation… What’s The Difference?

A brand extends beyond merely just aesthetics. It is the identity, voice, and visual representation of your business. Your brand also encapsulates the values, promises, and emotions associated with your service or product. Branding is how we can manufacture the perception of your business to your target audience, in hopes that throughout your brand identity and the story you are portraying to the world, it resonates deeply with their own values. 


Reputation on the other hand is the collective opinion held about a business’s character based merely on past experiences, actions, and overall performance of the brand. It is the credibility you’ve built over time that inherently influences new and returning customers

Reputation Is Only a Small Part Of The Puzzle 

Many brands have indeed become successful merely because they had a stellar reputation and didn’t need to invest too deeply into their brand identity to still have a profitable business. So you’re probably wondering, “How necessary is intentional and strong branding?”.

Businesses with a solid reputation still have much to gain by steering their attention and efforts toward creating or building a more intentional and robust brand. Your reputation may open doors, but what keeps people coming back is what your brand means to them.

Brands are not static, they are alive.

In a competitive market, a good reputation alone may not be enough to differentiate your business. Relying on reputation means you are depending more on external perceptions, which are defined by others and can shift due to factors beyond your control.

The Power of Intentional Branding

Brands are living entities in the marketplace. They evolve with customer expectations and industry standards, which begs the need for active attention and authentic cultivation of your brand identity and messaging. But, that’s a good thing! 

We want to have control over the identity and messaging because that is the foundation for building a strong brand. A strong brand means a distinctive identity that goes beyond logos and color schemes. Distinctive brand identities require consistency in every touchpoint of the business. 

Effective branding evokes emotions and creates connections with the audience. It makes a brand relatable and memorable, which fosters loyalty and trust among consumers of your brand. People are far more likely to engage with a brand that they feel emotionally connected to. 


Consumers are not the only ones that apply to this form of thinking, it also applies to anyone having an interaction with the brand such as investors, suppliers, and prospective hires. Without strong branding to communicate what you are all about, they will have to rely on what they can find about you from 3rd parties – this is your reputation.

Remember! Use Branding As A Strategic Tool

Branding should be utilized as a strategic, intentional tool that helps actively manage your business’s overall public perception. By investing in your brand you’re actively engaging directly with your customers and target audience, instead of letting the opinions of others shape the perception of how your brand is perceived amongst the general public.

Brand Color Theory 101: What Your Brand Colors Say About You


In the evolving world of branding and marketing, every little detail matters, and one of the most magical elements at play is color. The colors you choose for your brand’s logo, website, and marketing materials can have a profound impact on how consumers perceive and interact with your brand. Psychology and marketing seem to work together in inconceivable and sometimes ambiguous ways, but trust us, the colors you use can help you tell a story. 

You may be asking yourself, “what kind of emotion should my brand emulate towards my target audience?” If your brand is targeted toward a health centric audience, then green would be a great choice, as it is a common color in vegetables and other healthy plants. It is inherently important to the success of your brand identity to choose colors that are representative of your brand’s story. 

In this article, we’re going to delve into the intriguing world of color psychology, with a special focus on six colors – red, orange, yellow, green, blue, and purple – and how they can work their magic in shaping brand identities and influence the way your audience perceives your brand.

1. Red: The Color of Passion and Energy

Let’s start with red – the attention-grabber. Red is all about strong emotions, from love and excitement to anger. Brands that utilize red in their logos often want to convey passion, energy, and a sense of urgency. Think about iconic brands like Coca-Cola and ESPN – their use of red is no accident. Red can even make you hungrier, which explains why it’s a popular choice in the food industry. It’s a quick way to  create excitement and desire for the product or service you’re marketing.

2. Orange: The Color of Creativity and Enthusiasm

Orange is the color of endless enthusiasm and creativity. It’s like a friendly wave hello, inviting you to join in on the fun. Brands that want to come across as approachable and playful often embrace orange. Nickelodeon and Etsy know this trick well. Plus, orange can also signal affordability, making it a smart choice for brands that want to shout, “You’re getting value for your money!”

3. Yellow: The Color of Sunshine and Optimism

Yellow is the color of sunshine, happiness, and positivity. It’s a ray of pure optimism. When you see yellow, you can’t help but smile. Brands like Cheetos and IKEA have harnessed the power of yellow brilliantly. It’s not just attention-grabbing; it makes you feel cheerful and welcome. Yellow is like an instant mood-lifter, which is perfect for brands aiming for a friendly and sunny image.

4. Green: The Color of Growth and Eco-friendliness

Now, let’s talk about green, the color of nature, growth, and health. Brands that go green often want to say, “We care about the environment, and you can trust us.” Whole Foods Market and Starbucks are green gurus in this respect. Green also hints at wealth and prosperity, making it a go-to choice for financial institutions.

5. Blue: The Color of Trust and Reliability

Blue, the universally beloved color, symbolizes trust, dependability, and professionalism. It’s like the reliable friend you can always count on. Tech companies like IBM and social media giants like Facebook use blue to show they’re rock-solid dependable. Blue also has a calming effect and oozes stability and security, making it perfect for brands aiming to build trust and long-term relationships.

6. Purple: The Color of Luxury and Creativity

Last but not least, we have purple, the color of luxury, creativity, and sophistication. Brands like Cadbury and Hallmark are masters at using purple to create an aura of elegance and exclusivity. Purple also has a touch of spirituality and mystery. If your brand wants to stand out as unique and offer premium products or services, purple is your VIP ticket.

Conclusion

In the world of branding and marketing, colors are like the secret ingredients that make the magic happen. Understanding the psychology behind colors like red, orange, yellow, green, blue, and purple can help you choose the right shades to align with your brand’s message and target audience. Whether it’s igniting passion, building trust, or radiating creativity, the right color can leave a lasting impression and transform your marketing efforts into pure magic. 

So, next time you encounter a brand’s logo or marketing materials, pay attention to the colors – they’re telling a story you might not even realize or recognize.

Don’t Be an Easy Target: Why ADA Compliance is Vital for Business Websites

Running a business in the digital age comes with a set of responsibilities that go beyond attracting customers and generating revenue. It also requires businesses to prioritize accessibility and ensure their websites comply with the Americans with Disabilities Act (ADA). ADA compliance not only enables customers with disabilities to access your business but also safeguards you from potential lawsuits. In this article, we will explore the importance of ADA compliance for your business websites and provide valuable tips on how to ensure compliance, implement accessibility solutions, and promote digital inclusion. Doing so can enhance your online presence, improve customer satisfaction, and protect your business from legal consequences.

What Does ADA Compliance Mean for My Website?

ADA compliance refers to conforming to the guidelines set forth by the Americans with Disabilities Act, which aims to ensure equal access and non-discrimination for individuals with disabilities. When it comes to websites, ADA compliance means creating an inclusive online environment that allows people with diverse disabilities to navigate, interact, and access information effectively.

Why Should My Website Be ADA-Compliant?

It’s a Legal Issue:

Ensuring ADA compliance for your website is a moral and legal obligation. Failure to comply with ADA regulations can result in costly lawsuits, legal penalties, and reputational damage. Serial plaintiffs actively browse the internet, seeking out ADA violations, and businesses across various sectors have faced lawsuits for inaccessible websites.

It Increases Your Audience:

ADA compliance extends your reach to a broader audience. By making your website accessible, you create an inclusive online experience that accommodates individuals with disabilities. This can significantly expand your customer base and attract new users who value businesses that prioritize accessibility.

ADA Compliance Builds Your Brand:

Being ADA-compliant demonstrates your commitment to inclusivity, accessibility, and social responsibility. By providing an accessible website, you enhance your brand reputation and differentiate yourself from competitors. Customers appreciate businesses prioritizing equal access and are more likely to trust and support them.

ADA Compliance Can Help SEO:

ADA compliance and search engine optimization (SEO) go hand in hand. Many accessibility practices align with SEO best practices, such as using descriptive headings and alternative image text. Implementing ADA compliance measures improves your website’s overall quality and user experience, positively impacting your search engine rankings.

What Part Does WCAG 2.1 Play in ADA Compliance?

The Web Content Accessibility Guidelines (WCAG) 2.1 are internationally recognized guidelines that provide standards for creating accessible websites. WCAG 2.1 is a reference point providing comprehensive guidelines for ADA compliance. It encompasses different levels of compliance and focuses on specific areas such as content, design, and the entire website.

Accessibility Guidelines for Websites to Achieve ADA Compliance:

To achieve ADA compliance for your website, follow the WCAG 2.1 guidelines. These guidelines are organized around four principles: perceivable, operable, understandable, and robust. Let’s explore these principles in more detail:

  • Ensuring users can navigate and interact with your website without relying on a mouse.
  • Ensure that interactive elements like buttons and links are easy to locate and activate.
  • Use clear and straightforward language to communicate your content effectively.
  • Ensure that form fields and instructions are easy to understand and complete.
  • Provide assistance or error prevention mechanisms to help users avoid mistakes or incorrect inputs.

Robust:

  • Build your website using web technologies compatible with current and future assistive technologies.
  • Regularly test your website for compatibility with different browsers, devices, and assistive technologies

Is ADA Compliance Mandatory for My Website?

Yes, ADA compliance is mandatory for your website. The ADA applies to businesses considered places of public accommodation, and in the digital era, websites are regarded as extensions of physical locations. Therefore, companies are legally required to ensure their websites are accessible to individuals with disabilities.

Benefits of ADA Compliance:

Increased Accessibility:

ADA compliance opens up your website to a broader audience, including individuals with disabilities. By removing barriers to access, you create a welcoming and inclusive online environment.

Improved Customer Satisfaction:

When your website is accessible and user-friendly, it enhances the overall experience for all users, regardless of their abilities. This leads to higher customer satisfaction and increases the likelihood of repeat visits and positive word-of-mouth.

Good Public Relations:

Demonstrating a commitment to accessibility and inclusivity through ADA compliance builds a positive brand image. Customers appreciate businesses prioritizing equal access and are more likely to support and recommend them.

Consequences of Not Being ADA Compliant:

Failure to comply with ADA regulations can have severe consequences for your business. Serial plaintiffs search for ADA violations online, targeting businesses across various sectors. Non-compliance can result in expensive lawsuits, legal penalties, and damage to your reputation and brand.

Tips for Avoiding ADA Non-Compliance:

To avoid ADA non-compliance and ensure that your website meets accessibility standards, consider the following tips:

  1. Scan through the WCAG guidelines, at least the subheadings, to familiarize yourself with the requirements.
  2. Add descriptive HTML tags to your online forms to provide clear instructions and improve accessibility.
  3. Use descriptive anchor text for hyperlinks to make navigation intuitive for all users.
  4. Add descriptive image alt text to all images on your website, enabling individuals with visual impairments to understand the content.
  5. Include a “skip navigation” link on all web pages, allowing users to bypass repetitive navigation elements and access the main content directly.
  6. Use proper heading tags (H1, H2, H3) to improve the readability and structure of your web content.
  7. Consider installing a simple accessibility widget on your site, which allows you to adjust certain website elements, such as cursor size or contrast.

Best Practices for ADA Compliance:

Achieving ADA compliance requires a comprehensive approach. Here are some best practices to ensure long-term compliance:

Accessible Design & Content:

  • Use color combinations that provide sufficient contrast for readability.
  • Provide clear and concise instructions for form fields and user interactions.
  • Ensure resizable text and scalable graphics for users who require larger text or magnification.

User Testing & Feedback:

  • Conduct regular accessibility audits and user testing to identify and address any accessibility issues.
  • Encourage users to provide feedback on accessibility barriers and take prompt action to resolve them.

Training & Support:

  • Train your web development and content teams on ADA compliance guidelines and best practices.
  • Provide ongoing support and resources to ensure accessibility remains a priority during website updates and content creation.

ADA compliance is a legal requirement and an opportunity to create an inclusive online environment for all users. By prioritizing accessibility solutions and compliance measures, businesses can improve digital inclusion, enhance customer satisfaction, and build a positive brand reputation. Failure to comply with ADA regulations can lead to legal consequences and reputational damage. By following best practices and implementing the tips in this article, you can ensure that your business websites are ADA-compliant and accessible. Let’s strive for equal access and embrace the power of digital inclusion.

Developing A Strong Brand Identity: Four Must-Have Elements For Every Brand Identity

In the world of a crowded marketplace, the need for a strong brand identity is more apparent than ever – especially when building a dynamic brand for an online market. To ensure the success and longevity of your business, it is essential to have an intentional process for developing a solid brand identity, something Ivio Agency stands by.

Let’s take a closer look into Ivio’s perspective on solid brand identity, what it can mean for your business and why the process of how to build that matters.  

But, first…let’s crystallize the concept of brand identity.

Brand identity indicates unique characteristics that impact a brand’s perceived personality, behavior, and overall appearance. This identity encompasses tangible and intangible elements, like a feeling or emotion that is emulated through visuals, name, personality, and messaging. 

Let’s break that down further – think about a person’s identity. Individuals are typically a consolidation of different elements such as their origins, values, beliefs, and story. Brand identity operates in a similar fashion.

Manufacturing a brand identity is your opportunity to define and share your story…aka your brand!

Here is where we bring that story to life and establish an impactful emotion or feeling that connects with your audience to manufacture a specific perception of the brand. By building a different and unique identity, a brand will be able to differentiate itself from its competitors. 

Let’s look at the various components that define a brand identify

There are many elements that contribute to the construction of an authentic brand identity, although today we are going to touch on the top four elements that contribute to developing a strong identity.

Brand Story

The story you tell is the most important part of your brand. It must include a compelling narrative that defines the brand’s origin in an effort to create a deep emotional connection with the consumer in hopes to make a last impact or impression. The story or the narrative is the vehicle in which your brand is communicated to the public. Storytelling allows us to bring multiple levels and complexities to your brand’s identity as well since it ties in an emotional component. 

Communication Style 

Communication style and messaging are often overlooked when it comes to constructing the identity of a brand. The way you strategically position your messaging is the number one vessel in connecting with your audience. A communication style can refer to how a brand connects with its audience through speech.

The approach you have with tone and vocabulary will always inherently convey a certain message. This aspect should provide a feeling or emotion that should represent your brand’s origin and the overall message you’re trying to convey.

Brand Personality

At the end of the day, we are all human. A brand’s personality coincides with its visual and verbal identity and behaviors – just like humans. This takes the brand one step further and introduces a psychological function to the identity and story, by allowing consumers to identify with the personality. 

Visual Identity

A brand’s visual identity is typically a combination of graphic components that represent the brand’s aesthetic and true nature. Elements such as logo, color palette, typography and fonts, imagery, product or package design, and consistency with each component to further improve your brand recognition.

Bringing It All Together

A clearly delineated brand identity can provide several benefits, such as:

  • Personification and emotional connection: An opportunity to foster an emotional relationship and bond with you and your target audiences. 
  • Uniqueness: A profound awareness of a brand’s unique qualities and how it differentiates itself from competitors.
  • Consistency: When your brand’s identity is known and solidified, it is easier to stay consistent with the image and message you’re projecting to the marketplace. This also allows leads to better brand recognition, because the more consistent your brand is, the better it is received and remembered.

It is a no-brainer that brands with strong identities are self-assured. They know who they are, and how to effectively communicate that message to their audience in an intuitive way.

Brand identity is crucial because it gives brand strategists the power to construct an authentic identity. By considering a brand’s origins and roots, deciphering a distinct communication style/voice, deciding on an appropriate name, establishing a specific personality, and creating a consistent visual component, you can manufacture a specific story that is in alignment with its target audience.

Clutch Hails Ivio As A Leading Brand Agency in Arizona in 2022

The significance of Branding has inherently become a pivotal element for the evolution and success of businesses, regardless of the industry they occupy. We understand that most companies’ efforts are inherently focused on their actual service or product, thus sometimes leaving their branding to fall astray. Here at Ivio, our mission is to help mitigate this challenge many businesses face through our own unique approach and detailed process. 

Our team combines their digital expertise and branding strategic services to help you authentically curate and evolve your current brand to something much more inventive and compelling. In addition to our expertise and services, our team represents a mission that is founded on delivering your vision with integrity. Our quality of work stems from a deep recognition that your reputation is in our hands, which is why our process reflects our pursuit of excellence.

Founded in 2014, Ivio Agency has built a profound reputation for servicing our clients to bring their visions to life. Our team is composed of strategists, creators, designers, thinkers, dreamers, and developers that can assist you to build an imploring and energetic brand that is representative of YOU! Through our unique and proprietary process, we offer our clients a wide range of services when it comes to brand-specific needs. One of our most advantageous services is our brand guide which is a result of the highly collaborative brand workshop we conduct with your company.

As a matter of fact, we have been recently recognized as one of the leaders in Arizona’s branding by none other than Clutch. What is Clutch? Clutch is an established platform in the heart of Washington, DC, committed to helping small, mid-market, and enterprise businesses identify and connect with the service providers they need to achieve their goals.

It is a great honor for us to be featured as one of the leading companies again in 2022, not only on their platform but also in Arizona. We are extremely proud to be named as one of the trusted providers in our industry. We can’t thank Clutch and our clients enough for this wonderful accolade!

Of course, this award wouldn’t have been possible without the help of our incredible team. It has been our commitment over the years to push the limits and boundaries of branding and even digital marketing; so to see our work receive recognition from platforms like Clutch is really consequential. Our team is truly grateful for the opportunity to showcase our abilities, impact our client’s businesses, and work for such a cultivated agency.


Have a new idea or project in mind? We would absolutely love to hear about it! Contact us today to set up a time to meet with our team.

Ivio Agency Recognized As Leading Agency in Phoenix Again

Ivio is excited to announce that our company has been recently named as one of the most reviewed digital agencies in Phoenix by The Manifest. The good news does not stop there though, Expertise.com also recently ranked Ivio among Phoenix’s Best Web Designers in 2022. This follows Clutch’s recognition of Ivio as a Top 10 Digital Marketing Agency in Arizona for 2021.

We’re honored to be recognized by Clutch, Expertise.com, and The Manifest, each of which has proven to be a trusted resource for prospective clients doing their due diligence when looking for a Branding, Website Design, or Digital Marketing agency to take on their next project. ” 

– Dustin Moore

The Manifest Recognizes Ivio Agency As One Of The Most Recommended B2B Companies In Phoenix for 2022

The Manifest has recently released their top B2B companies in Phoenix for 2022, and we are thrilled to be on this amazing list in several categories. 

To be named as one of the most recommended agencies locally is a true honor and is a reflection of our commitment to excellence in both our work and customer service.

Ivio placed in the Top 10 most recommended companies in several categories, including: 

  • Web Design (Rank #5)
  • Full-Service Digital Marketing (Rank #6)
  • SEO (Rank #6)
  • Creative Design (Rank #7)
  • Digital Marketing (Rank #10)

For those that don’t know, The Manifest is a data-driven resource and a business blog that aims to gather and verify the hard data, expert insights, and actionable advice that you need to build your brand and grow your business – to provide the practical business wisdom that manifests in your success.

View the full press release.

View our profile on The Manifest.


Expertise.com Ranks Ivio Agency Among Phoenix’s Best Web Designers in 2022

Expertise.com recently scored 118 Web Designers in Phoenix and Picked the Top 25 where Ivio ranked #11 overall.

From Expertise.com

Our goal is to connect people with the best local experts. We scored Phoenix Web Designers on more than 25 variables across five categories, and analyzed the results to give you a hand-picked list of the best.

View our profile on Expertise.com.

Clutch Recognizes Ivio as a Top 10 Digital Marketing Agency in Arizona for 2021

It’s always nice to get recognized for a job well job and we’re especially proud that Ivio Agency has just recently been named as a Top Digital Marketing Company in Arizona for the year 2021 by Clutch. Clutch also named us as one of Arizona’s Top Web Designers in 2020 as well.

Arizona B2B Companies 2021

Clutch, a leading B2B reviews, and ratings website, highlighted the leading B2B service providers in Arizona today. The 100 leader award winners represent the best in their respective fields. To identify which firms will be included in this year’s list, Clutch evaluates a company’s former clients, online presence, and services offered. This allows them to determine industry expertise and ability to deliver. 

“The companies included in our Leader Awards are strong examples of resilience and innovation,” said Clutch Sales Development Manager Jeremy Fishman. “Despite the challenges brought by the COVID-19 pandemic, they remained committed to excellence. Businesses should feel confident working with these firms, as they are experts in their respective fields.”

View our Clutch profile.

Read the full press release.

The Creator Brand Archetype – Storytelling Resource & Usage Guide

Creator Brand Archetype Overview

A dreamer and a doer; the Creator brand archetype is innovative, inspiring, and original. They’re deeply driven idealists who will tirelessly pursue their vision in hopes of creating change. They’re not afraid to go against the grain — in fact, they pride themselves on their originality and out-of-the-box ideas.

The Creator is 1 of 12 storytelling archetypes based on the research of Carl Jung and others into the psychology of storytelling and narratives. Each archetype has its own innate desire, motivation and distinct characteristics that shape

The Creator Brand Archetype At a Glance

Brand Promise: Innovation
Voice: Inspirational, Daring, and Provocative
Motivators: Creation, Self-Expression, Originality, Ideation, and Uniqueness
Fears: Conforming, Stagnation, Familiarity, Disenchantment, and Mediocrity
Familiar Tropes: “If it can be dreamt, it can be done”, “The world is a playground”, “Creating tomorrow, today”, “Turning dreams into reality”

The Creator, Also Known As: The Artist, The Visionary, The Designer, The Inventor, The Idealist, The Dreamer, The Virtuoso, The Entrepreneur.

MAJOR CREATOR ARCHETYPE BRAND EXAMPLES

Pixar, Pinterest, Lego, Adobe

MAJOR CREATOR POP CULTURE FIGURE EXAMPLES

Doc Brown, Back to the Future, Willy Wonka, Willy Wonka & the Chocolate Factory, Tony Stark, Iron Man, John Hammond, Jurassic Park

Let’s Go Deep & Get To Know The Creator Brand Archetype

Many of the world’s most famous entrepreneurs are Creators at heart, always pushing the boundaries of what is possible. 

Creators dare to imagine a better future and pursue it with passion and innovation.

Creators are people of action, driven to innovate to make their dream a reality. 

These are inspirational people of the highest order. The free thinkers of the world, not bound to reality.

They carve out new creative space and expand the scope of reality, shaping the world as they do so.

I would not want to be on the path of a motivated creator heading my way. They will leave you in their wake in pursuit of their vision. 

These individuals often take on immense personal risk in pursuit of their vision. 

Failure is a familiar friend to the Creator—for more often than not the price of trying something new is failure—but the lessons learned along the way are priceless. Failure is about the only thing that the Creator will want to find familiar.

Creators detest labels, stereotypes and familiar tropes as they seek to stand out from the crowd with their originality. 

Normality will find a tough audience in creators, who try and avoid the trappings of what’s familiar, repetitive or otherwise stagnant. They are much more focused on what the new normal might be and how to make that a reality. 

It’s important that Creators pursue what gives them energy. 

Creators beware! The creator’s heart needs to be in the game at all times, or they may lose their drive. Warning signs include indifference, disillusion, and stagnation. 

The Creator’s inherent originality is the source of their innovative ideas, which sometimes makes them less receptive to the ideas of others.

Creators may not have an opinion on everything, but then they do they tend to hold strong convictions they are passionate about. 

It’s their radical dedication that inspires others to believe and follow the Creator in their pursuits.

Creators do not believe in a one-best-way but instead of a better way. This desire for innovation is that the core for the Creator. 

They tend to find value in aesthetics and add beauty to their life, work and otherwise.

Non-conforming, counter culture or otherwise radical individuals at heart, Creators will find a way out of any box you put them in.

The Creator often finds themselves lost in thought or with their “head in the clouds.”

Creators can find something in nothing and are usually able to find inspiration in almost any setting or circumstance. 

Creators consider the output of their creative process as a form of self expression. For an artist this is their art, for an entrepreneur it may be their product or service. 

They take pride in their work as they consider it a form of self-expression.

The Creator embraces chaos and often sees it as an opportunity.

The Creator’s ideas may come across as lofty, disruptive, and sometimes crazy to others who don’t think like them.

Creator Archetype Design Resources

Using the Creator archetype characteristics, we’ve curated a robust selection of various imagery examples including symbol icons, photography, color, and more! These resources can be used to inform, guide, or inspire your design and creative decisions when working on or with your brand.

SYMBOLISM AND ICONOGRAPHY

SAMPLE COLOR PALETTES

IN IMAGERY AND PHOTOGRAPHY

View more Creator Archetype imagery on our Pinterest page.

How to Write As the Creator Archetype 

Finding your brand voice as the Creator archetype will be a breeze with these writing resources.

We wanted to provide real and functional guidance that helps people produce high quality branded content as quickly as easy as possible. Our team took a deep dive into each Archetype to produce these resources for our clients and now we are giving them away to everyone!

Good Copy:

We use the best technology to constantly improve our products and services. We challenge ourselves creatively every day with the goal of becoming even better.


Better Copy:

We’re constantly finding new and exciting ways to make our products and services better so you can soar to new heights. We’re constantly reinventing ourselves, challenging the status quo, and thinking outside the box to inspire change.


Explanation:

The Creator is innovative and always looks towards the future. Highlight how you do things differently and how this may benefit your clients. The Creator is also an imaginative visionary, and will want to inspire their audience. Use uplifting descriptive language and metaphors — paint them a picture in their minds!

CREATOR WORD CLOUD

Here are some “on brand” words you can use for inspiration when writing with the Creator archetype in mind.

Sprinkle in and use these words in your content to sound even more on brand. Look for natural and organic opportunities to use these words, but try not to force them in. You do not want to sacrifice sounding natural or your readability in an effort to use these words.

This is just a sampling based on the Archetypes main characteristics, but there are so many more words which fit each archetype that are not listed here. Do you know any? We’d love to hear them! 

FINDING YOUR VOICE AS THE CREATOR

Be imaginative: Use descriptive language and colorful adjectives, but don’t risk losing your reader.

Add interest with dramatic, bold, or provocative statements.

Insert inspirational tones when appropriate.

Final Thoughts

We hope you’ve enjoyed this deep dive into the Creator Archetype which is close to our own hearts as it is Ivio’s core archetype. We encourage you to dare greatly in your creative journey and we can’t wait to see the amazing new world you help create. 

Be sure to follow us and sign up to our newsletter where we share helpful tips, tricks and techniques to help your brand succeed and flourish.


Interested in working together? We’d be honored to work with your brand, please contact us if you’d wish to discuss your project.

Branding Mindhack: The Psychology of Storytelling and Archetypes

In our industry, we’re in the business of understanding people and how their minds work. That’s why our branding strategy is not only guided by natural intuition, it’s also backed up by psychological research.

Archetypes and Brand Storytelling

Branding your business is all about intentional and powerful communication with your audience. From the Bible to the boardroom, we’ve used storytelling to communicate for as long as we’ve been on the planet. Communication at its root is storytelling, and storytelling is innately human.

One of the most fundamental elements that can be found in all forms of storytelling is the presence of Archetypes. The research of Carl Jung and others identify archetypes as primitive, unconscious and universal prototypes or symbols that humans innately understand.  They can be demonstrated with the universal themes, allegories, and character types that can be found in literature, film, television, theater, and yes, even branding.

Archetypes permeate our sociological history — in gods, totems, religious texts, myths — teaching us lessons and helping us understand the world around us. Greek and Roman mythology fulfill archetypes with heroes and gods and goddesses of love, pleasure, and more; “Mother Earth” has been viewed as our nurturing Caregiver; other religions tell us about an all-powerful God that rules over all living things.

Archetypes are timeless — they exist across cultures and across all of human history. Think of any form of storytelling — even ancient ones — and you’ll likely be able to pick out at least a few archetypal examples. 

In the classic Italian poem, The Divine Comedy, Dante is the Hero conquering the rings of hell while Virgil is a classic representation of the Sage, guiding him through the depths with his wisdom and resourcefulness.

Archetypes may seem intuitive or even obvious, but they are backed up by extensive research over many generations. 

Science of Archetypes

The Archetypes are based on our primitive human desires which exist in all of us, such as the need for belonging, freedom, power, etc. Each archetype is a personification of the pursuit of these desires, which is what makes these characters so relatable. We connect to these familiar stories, narratives, and themes because on a cognitive level, we have already made deep connections, associations, and memories with them. Drago, Leung, & Ward (2008) describe this phenomenon, called bottom-up processing, in terms of experiencing a story: 

“The user’s story is rooted in personal experience: their interpretation of the story being conveyed to them gets compared with their own cognitive scripts, memories which have been labeled and laced with particular emotions – this is called bottom-up processing.” (pp. 38) 

Reliving stories leads to a greater sense of enjoyment, understanding, and meaning.

Woodside, Sood, and Miller explain that the result of this is what Aristotle calls “proper pleasure” — or catharsis. This ties in with Jung’s work and suggests that watching, remembering and telling stories allows us to experience archetypal myths.  Archetypes are innate and unconscious, an original prototype in our minds. In other words, archetypes are “as natural and embedded in us as our own DNA.”

Archetypes in Branding and Marketing

Since we know with concrete scientific research that archetypes are a powerful way to connect a reader or viewer to a story or character, we can harness this storytelling power in branding by creating brand personas with archetypal foundations.

The work of Daniel Taylor suggests that archetypes can help us make sense of what a story implies about us, and stories serve as a confirmation of our morals and ethics. And, as Woodside, Sood & Miller discuss, consumers often use products and services as props or anthropomorphic identities to enact story productions that reflect archetypal myths.

Bagozzi and Nataraajan assert “that people need help in finding what makes them happy, and this is where marketing comes in.” Strategic branding can aid a consumers’ conscious quest for happiness. 

Connecting with this will create loyalty and a lasting impression. Deep ties with a story create emotional ties and lasting impressions on a cognitive level. 

After all, every great brand is memorable and compelling.

Archetypes in Other Industries

To further drive home the effectiveness of using archetypes, here are some other notable industries that also harness the power of storytelling with archetypes.

Museums

Museums often use common story or character archetypes to enhance an educational experience. Particularly, history museums may paint historical figures or countries in the light of a “hero” or illustrate the triumphant “hero’s journey” story model.  For example, while painting the United States as a true valiant hero, The Intrepid Sea, Air & Space Museum minimizes the Vietnam War (Loewen, 2008). Since we understand and connect with these kinds of character archetypes heroes of historical events are depicted as true and noble. 

Video Games

The studies of Huerta suggest that games that utilize narrative produce greater immersion than games with high quality graphics alone. This drives home a principle that Ivio holds dear that aesthetics aren’t everything.

As studied by B. Ip, the back stories of many video games frequently include the familiar narrative of “the hero’s journey” and archetypes of the hero and the shadow. Since archetypes are character models we have experienced before and understand, their use aids in relating to game characters, which creates a more enjoyable and meaningful game experience.

Conclusion

You may have heard the term “brand storytelling” tossed around the marketing, branding, and design industries. At Ivio, we put our money where our mouth is and take it a step further. We know from science-backed research the power archetypes have in creating stories that connect, compel, and inspire. Using archetypes to guide the branding process ensures that your brand will captivate your audience and compel them with innate connection. After all, what is branding if not storytelling?

To learn more about how Ivio can help your brand succeed, check out our archetype based branding services.