Introducing The Sage Brand Archetype

Also known as the Teacher, the Guru or the Expert, the Sage brand archetype is one out of 12 brand archetypes covered in a series of articles about brand personality.

The Sage is revered for its wisdom and knowledge. This archetype believes the meaning of life to search for the truth. The Sage brand archetype is excellent at getting, keeping and sharing information to anyone who ask. Though the Sage may seem patronising and cold on a bad day, this archetype is articulate and open-minded when the it is at its best. </br/>

We can think of news agencies such as Al-Jazeera, CNN, BBC and BERNAMA as Sage brand archetypes, since they held a lot of vital information that keeps the public informed. Universities, consultancies, law or accounting and management firms to technology and energy can have the Sage brand archetypes as well when they show that they have information to help people or solve their problem.

Some brands use the Sage brand archetype to differentiate themselves from competitors and stands out. For example, we see the difference between two brands of baby formula utilising their websites to differentiate within the same product category using different voices.

Anmum Essential, a Fonterra brand, has a website filled with facts and tables about the nutritional value of their milk. They also show many added nutrients such as DHA and GA that can stimulate a child’s brain growth. It appeals to mothers who are persuaded by facts and figures, evident of the Sage archetype.

Whereas Sustagen, a Mead Johnson brand, has their website filled with pictures of happy mother and child, a cartoon character and messages telling mothers how Sustagen makes their child happy and healthy, which appeals more to the the Caregiver brand archetype.

How to know if you are a Sage brand?

Do customers go to you for answers or seek solutions? Do you have the expert knowledge on a field or subject matter? Sage brand archetypes have great research teams, and they develop to improve their analytical and planning skills. Sage brands learn as much as they can and they are open-minded to hear criticism and feedback as much as they criticise an issue.

Sage brand archetypes are reputable brands with reputable sources, so whatever news and facts propagated has to be true, since the Sage puts a high standard in finding out the truth. They are relentless in asking questions, investigating and allowing their employees to go extreme heights to find the answers, like a lot of global news network and research journals today.

We talk more about the Sage, other archetypes and branding strategies in our new book The CEO’s Strategy Playbook: The Brand Building Playbook for Business Leaders. Download it free for a limited time and get your own do-it-yourself brand strategy worksheet!