The sage brand archetype is like a trustworthy, intelligent friend you can always depend on. If your company’s reason for being is to seek out the truth and to provide expertise or information to others. Or if you place a high value on knowledge, your brand is likely a Sage archetype.
Sage brands are brands that people turn to for information. Consequently, these brands share a common goal: to understand the world while sharing knowledge along the journey. Avoid trying to sound too smart, as this can make your customers feel inferior.
All brands need a personality,
is the sage yours?
Factual, decisive and intelligent.
Educated, in the know. Solving problems and coming up with solutions.
Freedom of thought and encouraged analytical thinking.
To understand the world and
teach others what you know.
Seek information and knowledge through
self-reflection and research and objectivity.
To find the truth.
The truth will come out.
Being outsmarted, wrong or misled.
Can study details forever and never act.