The Visionary Brand Archetype

The Visionary is one of many brand personas – twelve, as a matter of fact! It is also known as the Magician archetype. These archetypes give your business a recognizable brand, both in voice and aesthetic, so that your ideal clients will know who you are as soon as they interact with you. Each brand archetype was built by design experts who know just what it takes to bring out the best in your brand, so learning which category you fall into is a great place to start!

You might be familiar with the word “archetype” in a general sense – it originated in the field of psychology with the hypothesis that 4 main categories cover most personality traits. That list has expanded in the world of branding, which means designers can get even more specific and build a brand that feels exactly like who you are and what you value.

When you discover your own brand archetype, you might be surprised to discover that your dream clients would probably identify with the same one. When you’re clear about who you are and what you’re about in your brand messaging and aesthetics, by default, you’re appealing to people who see the world the way you do, which is a total win for customer relationships and revenue! 

You can take my quiz to find out your brand archetype, or you can learn more about the 12 brand archetypes here on the blog. Today, we’re diving into the big-picture, future-oriented Visionary archetype. 

The Visionary Archetype: An Overview 

Visionaries like to live on the cutting edge, keeping customers fascinated with their innovative, never-before-seen ideas. They keep a careful watch on current trends and are excited about building better products or services every chance they get. If you’re a Visionary, you’re probably obsessed with a great “transformation moment,” and your friends or clients might even describe what you do as magical. You know how to optimize situations, and you’re never afraid to turn dreams into real life.

Visionaries are charismatic, bold, and clever. They love to be knowledgeable and informed, but rather than sharing the hard facts with their audience, they use their knowledge and intuition to craft a vision so good, that people can’t help but jump on board. They hate ignorance and uncertainty – they’re the brand or friend that’s always encouraging you to “go for it.” (lots of coaches and mentors fall under this archetype as you can imagine) 

The Visionary May Also Be Known As:

The title of this persona may not feel totally right to you if your business isn’t focused on something you’d describe as innovative. Don’t worry – the Visionary archetype is really about who you are and how you work, not your specific industry or product! This persona can also be called: 

  • Inventor
  • Transformer
  • Magician
  • Innovator

The Visionary Brand Atmosphere (i.e. Visuals and Aesthetics)

Brands with The Visionary archetype typically highlight bright and bold colors, although this can look many different ways. Sometimes, a Visionary brand will go for a pop of exciting red, while others look dream-like with blues and greens. Every aspect of The Visionary aesthetic works to inspire you into a brighter future, a tomorrow that’s even better than today. 

The Visionary Archetype Brand Voice & Messaging 

Your brand voice is moving without being melodramatic, charismatic without being pushy, and expansive – pushing everyone in your audience to imagine and dream bigger than ever. 

When clients interact with your brand, they should feel ready to embark on their own transformational journey, since you genuinely believe your products or services can change their lives for the better. Share your archetype in your brand by boldly sharing your own dreams and visions for the future, inviting people into something that’s on the cutting edge, and leaning into the magic of transformation. 

The Visionary Archetype Client

Visionary clients want to feel swept up in change and imagine themselves as leading the pack in this new innovation. If you offer a transformational journey, they’ll buy it, and they’ll advocate for others to do the same. Your brand will connect with these clients when you use moving stories and inspiring, even magical, ideas. Give your audience a dream and show them how you can make it their reality, and they’ll keep coming back for more. 

Your Brand Is Likely A Fit for The Visionary Archetype If:

  • Your product or service offers a true experience, a cutting-edge solution, or a transformative journey. 
  • You help people close the gap between dreams and achievement. 
  • You emphasize what’s ahead – no sentimentality about “the good old days” here!

Well-Known Visionary Brands

Apple • Dyson • Disney • Lululemon 

Well-Known Visionary Characters

Oprah • Steven Spielberg • Gandalf (LOTR)

My Clients Who Identified with The Visionary Archetype: 

The AW Creative • AirBrindy • KHB Financial