The Sage


“Boring”, “Nerdy” or “Uninteresting” are some words people might use to describe me – Sage, but if you are having me as your brand archetype, you will know that I am not (yes, we are not). So today is a good chance to rethink how people think about me.

*Ehem*, now finally we are having a proper introduction. My name is Sage and I am passionate about the truth, knowledge and wisdom to better understand the world around me. My deepest motivation is to share knowledge with others, I love sharing my comprehension through sharing or discussions to someone who can put it to good use rather than utilize it to alter the world myself. That is why I prefer considering myself a “motivator” than a “fact provider”.

The Sage

The “zodiac” sign to recognize me:

  • Promise: The truth will set you free
  • Goal: To use intelligence to understand the world
  • Fear: Being duped; ignorance
  • Strategy: Seek out information; understand processes
  • Gift: Wisdom
  • Motivation: Independence and fulfillment
  • Categories that tend to have the Sage at the foundation: Media and News Networks, Schools and Universities, Educational Businesses, etc.
  • Example brands have “the Sage archetype”: TED, The Economist, Discovery Channel, etc.

How to bring me to life

Brands having me as an archetype are regarded as “gurus” in their fields, they provide and guide consumers to make the best decisions. Any organization that values analysis and advancement, knowledge, or education can readily be labeled a Sage.

Brands that align with the Sage archetype employ perfected and refined marketing materials on a regular basis, rather than attempting to dazzle with needless or excessive embellishments. They are continually on a quest for knowledge.

Which kinds of consumers match with me?

Like brand, like consumers – Sage consumers that are a hardy bunch. They do not easily prey to “herd behavior” since they understand the need of individual thought.

They like “digging in” for the sake of learning interests and pure joy when adding new information to their “memory banks”. They value openness and honesty, and they are skeptical of those that act as though they have something to conceal. They love being given information based on facts and data, brands who can provide them with an endless supply will gain their attention and trust.

A Sage consumer will be turned off if anyone speaks down to them or if you come on too strong with high-pressure sales and marketing approaches. Instead, provide them with the knowledge they require to make a decision.

What is a Brand archetype?

Brand personality or a set of human characteristics is a part of brand equity, go along with brand image, consistently appear on brand’s communication and advertising activities. As such, a brand personality is something to which the consumer can relate. And building a strong brand archetype has a pivotal role in imprinting brand image in the consumer’s mind.

Why brand should own an archetype

In fact, most famous brands we know in the world like Nike, Starbuck, Volvo, Apple have developed and owned for themselves at least one archetype since brands were borned.

But owning an archetype is usually seen as a superfluous activity and underestimated by many SMEs business owners who take their first steps on the brand building process. No one tells them the true potential of embracing an archetype in terms of competitive advantage and attracting the right customers.

Archetype helps brands stand out

Do you want to know how to stand out in a crowded market? A powerful archetype might be the solution. Archetypes motivate you to go deep into your brand’s history and discover the why behind all you do. The people, locations, and ideas that influenced the beginnings of your company are absolutely unique to your brand. This is especially crucial to remember if your business and another company in your sector have the same archetype.

Archetype makes up the color of brand experience

Archetypes set the tone for consumer interactions and relationships. A brand with a caretaker archetype, for example, will radiate a helpful, pleasant, and supporting demeanor. After establishing these traits, a consumer will build expectations for the next brand experience. Hopefully, the brand lives up to the hype. When this occurs, a consumer comes to trust you and your products. A loyal client base is built on repeated, consistent encounters.

Archetype helps to attract right customer

The value of archetypes lies in their ability to be individually adapted to the requirements and desires of your audience. In other words, archetypes are used by businesses to create a link between a customer’s demand and your offering. This enables people to realize how your product may help you achieve your personal objectives, in a deeper way, more authentic interactions with customers.

Obtaining an archetype with a clear set of characteristics, tone of voice, the way brands appear on each media platform will help the brand stand out in the crowd where everyone is trying to walk in the fog without any self-brand understanding.


Explore – Brand archetypes: The Sage


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