Sage Brand Archetype is smart.
“Knowledge is power. Information is liberating. Education is the premise of progress, in every society, in every family.”
Kofi Annan.
Wise, educated and always searching for the truth.
The Sage spend their whole time searching for the truth, learning and digging deep into the things they care about. For them it’s not only about education, but it’s also about wisdom. Understanding the world and its many secrets.
If your brand is the Sage, you derive meaning from understanding the world around you, gather wisdom and helping others make educated decisions.
You love reading books, learning about new concepts and spend your time watching documentaries. Your main goal in life and/or business is to become more knowledgable, so you can help your clients and customers make better-informed decisions. You believe in your heart that knowledge is key to freedom and success.
The Summary
Motto: Knowledge is the path to freedom.
Basic desire: To discover the truth, to understand the universe.
Goal & objective: To help others make more educated decisions.
Fear: To give bad/incorrect information.
Strategy: Be skeptical, educate yourself. Search for the truth, analyze all angles.
Weakness: Overthinking, overanalyzing, lack of action.
Talent: Intelligence, curiosity, natural drive to become better and wiser.
The call: Feeling confused, overwhelmed, lack of information. Desperately needing to get clarity and understanding.
Your customers need: Intelligent information they can rely on delivered in a way they can understand and act upon.
Your ideal customer
Your ideal audience is constantly trying to better themselves and deepen their knowledge and they will be drawn to ads that challenge their way of thinking. They value independent thinking and pride themselves in having their own opinions which often, they arrived to after years of expanding their knowledge and searching for information.
Connect with your audience
Sage loves challenging discussions and appreciate brands that help them get closer to their desires: to be wiser, more educated, smarter and better than they’ve been before.
They don’t appreciate high-pressure marketing tactics. Instead, it’s better to give them all the information they need to make a decision and show them you trust their intelligence and respect them.
What your brand experience should be?
Focus on providing a reliable source of information and remember to walk your walk: always challenge your way of thinking and doing things, always learn and strive to be better than you’ve been before.
Brands and people within the Sage archetype
Brands
Google, CNN, TEDx, Harvard, Phillips, Trip Advisor
People
Yoda, Morfeus (Matrix), Bill Gates, Albert Einstein, Oprah Winfrey
Hi, thanks for this, it’s interesting and helpful.
I was struggling a bit with choosing only two answers from the quiz, because I often sound that three answers fit me best which were a blend.
I can totally understand it, Tanya! It’s quite difficult to find a point of focus for our brands but it’s absolutely crucial to be quite brutal with yourself and really dig deep to choose one answer and therefore create a brand that is not diluted and all over the place. Hope it was helpful!
O yes, perfectly. Thank you!
Great to hear it, Ana!
Yes exactly! And when you added my hero, Albert Einstein, I knew it was right!
I’m glad to hear it Brenda!