The Alchemist

Brand Archetype

The Alchemist brand archetype seeks mindfulness and transformation. She is the true visionary of the group and believes in the possibility of creating her own reality. She understands that meaningful change can only occur from within, when she is able to transform the way she perceives, interprets and takes action in the world. Her faith in her ability to improve herself and her life is unshakeable.

The Alchemist

is also known as the

The main purpose

of this brand archetype

The main purpose of the Alchemist brand archetype is to transform individual lives and the world so that each of us can rise to reach our full potential.

Doing Business

+ marketing

Best suited for
  • This brand archetype is good for businesses that want to transform lives or the world and believes their products or services can help.
  • It is ideal for coaches, inspiration & motivational speakers, authors, creatives and anyone who want to empower others and have a vision for the future of how to make it happen.
  • It is perfect fit for businesses that offers products and services that are transformative, spiritual, cutting-edge, avant-garde and/or future oriented.
Marketing niche
  • The Alchemist archetype appeals to clients who that want to transform their lives in a big way.
  • It also appeals to those who are spiritually oriented, or focused on personal growth.
The Alchemist

“When you want something, all the universe conspires in helping you to achieve it.”

From The Alchemist by
~ Paulo Coelho ~

+ weaknesses

At her best...

She believes everyone has the potential to create the life of their dreams. She is the alchemist, able to transform “lead” into gold for herself and her clients – be they obstacles, self-defeating patterns,  emotional wounds, etc.

She can create something completely new as if by magic because of her quick mind and ability to make connections and see patterns the rest of us miss.

At her worst...

She can be confused and angry when others can’t see or make the connections she can. Frustrated at having to explain her ideas and processes, she can come off as arrogant and push others away. Her impatience or total focus on the “ta-dah!” manifestation at the end of a process causes her to lose sight of important details and miss important steps along the way.

Traits & attributes

of this brand archetype

  • Transformative
  • Visionary
  • Dreamer
  • Imagination
  • Catalyst
  • Change agent
  • Metamorphosis
  • Conscious raising
  • Spiritual
  • Growth
  • Healing
  • Expansion
  • Improvisation
  • Inspiring
  • Everything is connected
  • Sees patterns
  • Persuasive
  • Charismatic
  • Magnetic
  • Positive
  • Faith
  • Belief
  • Out-of-the-box thinking
  • Risk-taker
  • Wise
  • Problem-solver
  • Inventor
  • Growth-oriented
  • Future-oriented
  • Quick mind
  • Miracles
  • Manifesting
  • Creative
  • Synthesizes
  • Synchronicity


The Alchemist Brand Archetype
Archetypes in Branding

Resources for your journey

Spotify PlayList

A growing playlist of music on Spotify that add “flavor” and helps to personify the Alchemist brand archetype.


Images for the Alchemist you can use in your branding & graphic design. From Pexels & Unsplash.

Pinterest Board
A Pinterest board of images, themes and inspiration representing  the Alchemist brand archetype.
  • Hartwell, Margaret Pott., and Joshua C. Chen. Archetypes in Branding: a Toolkit for Creatives and Strategists. How Books, 2012.
  • Mark, Margaret, and Carol S. Pearson. The Hero and the Outlaw: Building Extraordinary Brands through the Power of Archetypes. McGraw-Hill, 2001.
  • Myss, Caroline M. Archetypes: Who Are You? Hay House, 2013.
  • Myss, Caroline M. Archetype Cards: an 80-Card Deck with Instruction Booklet. Hay House, 2003.
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The Alchemist
Brand Archetype

is one of the 12 main brand archetypes

I will discuss all 12 in depth in the coming weeks. I want to provide some information on what businesses might best be suited for each archetype and what types of clients are attracted to working with each particular brand archetype. I’ll also provide some examples of visual branding and design resources + ideas for each brand archetype.

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