Psychology-Driven Brand Design. Creating and Refining Remarkable Brand Identities.

Interview with a Magician Brand: Crystal Cosmopolitan

Brand archetypes are the secret sauce to creating stronger brands, and are an essential tool for any marketing toolbox! To learn more, read the introduction here.

Now that we have explored each of the 12 brand archetypes, let’s take a look at some businesses for real-life examples. Today we will feature the Magician.

Magician brand archetypes blend curiosity with knowledge to produce new solutions for their clients and the world. They often seem able to uncover hidden information that most people don’t have access to. By bringing about exciting experiences, Magician brands leave customers feeling awestruck and create lasting transformations. 


Brana Mijatovic, owner of Crystal Cosmopolitan, exemplifies the Magician archetype. A spiritual coach and consultant, her mission is to guide clients on a journey of self-discovery and profound transformation. She originally sought to shape young minds through her work as a university professor, and in true Magician archetype fashion, changed her focus to include work with crystals. Her mission, however, has remained the same. She believes that every part of our lives – work, family, relationships, and finances – can be improved by delving deeper into the realms of the soul.

Here Brana talks about her work, the mystique surrounding Magician brand archetypes, and how she uses that knowledge to market her business.

Tell us about your company. What do you do and how do you do it?

I am a certified crystal healer and certified crystal reiki master. I provide opportunities for profound transformation with everything I do by blending knowledge from my previous career as a university professor with the intuition I have possessed since childhood. I offer astrology readings, crystal therapy, and energy healing sessions, as well as my unique transformation process, called Archetype Integration, which is an interactive imaging and guided visualization process that clears energy channels and corrects imbalances in a client’s life.

You identify primarily as being a Magician. What does the Magician brand archetype mean to you?

It means living a life in which the only constant is transformation. It means always exploring, learning, and creating, as well as pushing and overcoming the boundaries of what is perceived as possible. It means being excited about witnessing the transformations my clients achieve.

Life is amazing and mysterious in its own right, and we are here to experience it, to face the challenges, and to overcome them and enjoy life as much as we can. The greater joy and positive personal transformations we create, the greater the amount of energy we will have to help others, and the greater positive energetic imprint we will leave in this world as our legacy.

What specific marketing practices do you currently do that exemplify your archetype? What opportunities do you see in your business to further enhance your brand personality?

I am still figuring things out in that regard. Marketing is a different world from what I am used to. I grew up in Serbia, where promoting my accomplishments was not encouraged, so I am working to overcome my own internal blocks and cultural conditioning. I am starting to think about marketing more, though. Right now I am sending out a monthly newsletter to people who have shown an interest in what I do.

Do you find you attract customers or clients who are Magicians? If not, can you identify the archetype you see most prevalent in your customers/clients?

So far my clients have been university professors, doctors, lawyers, and scientists, so I would say that I attract Sages. I also have worked with fellow Magicians, including energy healers, massage therapists, and yoga teachers. Most of my clients have been as a result of word of mouth.

What advice do you have for others who are Magicians when it comes to branding, marketing, or business in general?

As a Magician I tend to use language that is meaningful to me and my work, but others may not easily understand it. Finding language that bridges the ordinary life and that of the soul, while exploring how to talk about the soul-level transformation and evolution in a way that makes sense to those who are unfamiliar with the process can be a challenge, but is important.

What are your secondary and tertiary brand archetypes and how do you see those expressed in your business?

I took the brand archetype quiz more than once and my results reflected a combination of other supporting archetypes that I see represented in my business: Sage, Explorer, Innocent, and Creator.

The Sage represents knowledge. I was a university professor, so that makes sense.

I totally agree with the Explorer, as I love to travel and have been all over the world. I also feel that you cannot create without exploring.

The Innocent comes through in my work because I am genuinely happy and excited when I see the progress my clients are making in their sessions.

The Creator makes sense to me because I love to come up with new things and new ways of putting things together, whether it is workshops, sessions, or presentations.


Thanks, Brana, for sharing!

Want to find out which archetype defines your brand? Take the brand archetype quiz to find out your results, and then check out an overview of the 12 brand archetypes to learn more.

Nyla Smith

Nyla Smith

Nyla is a Graphic Designer, Web Designer, Front-End Web Developer and Consultant with over 15 years of experience. She is the owner of n-Vision Designs, LLC in Hampton Roads, Virginia, which exists to provide marketing support and brand consulting to small- and medium-sized businesses needing creative solutions. Contact Nyla if you'd like to discuss your next creative project. She can usually be bribed to a meeting with a cup of green tea and an oatmeal cookie.

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