STRATEGIC BRANDING
The Sage
Brand Archetype
This archetype positions itself as wise, knowledgeable, and expert in its field. This archetype is often associated with brands that offer products or services that require a high level of expertise or that provide valuable information or insights.
Icon art by SUBAIDA The Noun Project
Knowledgeable | Trustworthy | Thoughtful | Analytical | Mentor | Guru | Advisor
Key Characteristics
Wisdom
Sage brands often emphasize their expertise and experience in their field, and position themselves as sources of valuable knowledge and insights.
Intelligence
Sage brands often emphasize their intelligence and ability to think critically and solve problems.
Expertise
Sage brands often position themselves as experts in their field and may use credentials or awards to demonstrate their expertise.
Trustworthiness
Sage brands often emphasize their reliability and trustworthiness, and may use language and imagery that evokes a sense of stability and dependability.
Authority
Sage brands often position themselves as authorities in their field and may use language and imagery that evokes a sense of power and leadership.
Strategy
Use the following strategy in your marketing communications to connect with your target audience.
Connection
Showing the path to wisdom or celebrate life-long learning.
Suggested color guide for using color to communicate the brand‘s values and attributes.
Color
Palette: Professional, Classic, Collegiate
Key Colors: Green, Gray, or Blue
Google | BBC | Discovery Channel
Company Examples
Turn Your Brand Personality Into a Clear Identity
Archetypes are just the starting point.
This is where your full identity takes shape.
The Know Who You Are Workshop walks you through the full framework for defining your identity, values, traits, tone, and everything that shapes how your brand shows up.
