The 12 Brand Archetypes
the Sage
The Pursuit of Truth and Wisdom
In a world saturated with information, clarity is power. The Sage archetype serves as a beacon of truth and understanding, dedicated to the perpetual pursuit of knowledge. It does not merely offer data; it provides wisdom. Brands embodying The Sage act as trusted guides, helping their audiences navigate complexity and make informed, intelligent decisions. They promise not just answers, but enlightenment.
Core Desire
To find the truth. The Sage is driven by a deep-seated need to understand the world through intelligence, analysis, and diligent research.
ultimate goal
To use wisdom and objectivity to help the world. The Sage brand seeks to empower others by sharing its knowledge, creating a more informed and enlightened populace.
detailed traits & Characteristics
The Sage is defined by its expertise and commitment to objectivity. It is a trusted source of information, valued for its intellectual rigor and insight.
Knowledgeable: The Sage is an expert, a scholar, and a lifelong learner. It is always researching, analyzing, and synthesizing information.
Analytical & Objective: This archetype is rational and impartial. It relies on facts and evidence, eschewing emotional bias or superficiality.
Authoritative: The Sage speaks with confidence and credibility. Its pronouncements are trusted because they are built on a foundation of proven expertise.
Articulate: It has a gift for explaining complex ideas in a clear and understandable manner, acting as a teacher for its audience.
brand voice & messaging style
The voice of The Sage is factual, intelligent, and refined. It is the voice of a distinguished professor, a respected journalist, or a seasoned expert.
Language:
Precise, well-researched, and often utilizes a sophisticated vocabulary. It values accuracy above all else.
Tone
Calm, confident, and authoritative. It is never boastful, but its expertise is unmistakable. The tone is educational rather than promotional.
Imagery
Visuals are often clean, professional, and well-organized. They might include data visualizations, educational diagrams, and imagery associated with learning and institutions (e.g., libraries, universities).
brand voice & messaging style
Several world-renowned brands are built upon the solid foundation of The Sage archetype.
Google: With its mission "to organize the world's information and make it universally accessible and useful," Google is the quintessential Sage brand. It provides the tools for anyone to find the truth for themselves.
Harvard University: As a globally recognized institution of higher learning and research, Harvard's entire identity is built on being a source of wisdom, knowledge, and intellectual authority.
The Wall Street Journal: This publication provides its readers with in-depth, fact-based financial and business journalism, empowering them with the expert knowledge needed to navigate the economy.
By embodying The Sage, these brands do not simply sell a product; they offer enlightenment and empower their customers to become more competent and confident in their own lives.
the 12 brand archetypes
All powerful brand identities align with one of these 12 primary archetypes.
The Celebration of Intimacy and Connection
The Power of
Nurture and Protection
Purity, Simplicity, and the Promise of Happiness
The Power of
Authentic Connection
The Quest for
Freedom and Discovery
The Art of Innovation
and Expression
The Art of Command
and Control
The Power of
Transformation
The Power of
Play and Disruption
The Pursuit of
Truth and Wisdom
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