Brand Archetypes Explained: The Sage
Have you ever watched an ad and felt an immediate connection? Have you ever felt like a brand was speaking to you? If so, it’s probably because you share the same brand archetype. As we mentioned in our past blog post, “The Psychology of Branding,” archetypes are unconscious characteristics and traits, such as ideas, thought patterns, or images, that are present in individuals’ psyches. The most successful brands adopt the archetype with the traits that are shared by its core audience, allowing the brand to create loyal followers by connecting on a subconscious, emotional level. In this blog post, we highlight the Sage archetype. Companies that connect with their fellow sage audiences share their desire for knowledge and insight and to pursue and find the truth. Below, we break down all the traits that make up this archetype, and share some examples you may recognize!
Watch for more posts from our blog series, Brand Archetypes Explained, where we will continue to explore each of the twelve characteristics so that you can better determine what may be the right fit for your business. You can also see our previous post on The Innocent archetype here.
The Sage
Think of a guru or an expert. Brands under this archetype seek the truth and desire to share their knowledge and educate others.
Characteristics:
Wise
Trustworthy
Insightful
Problem solver
Desire/Goal:
To find and share what is true.
Things to Consider:
Sage brands can be so focused on finding and sharing knowledge, they can sound condescending.
Complementary Colors:
White: Purity and goodness
Blue: Innocent and delicate
Purple: Wisdom
Black: Authority
Wondering how to capitalize on your archetype? Send us an email! Our public relations, marketing and design services can help enhance your branding and expand your reach.
