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Sage

Brand
Archetypes
Show the path to wisdom.
Message >
Big Idea >
SWOT Analyses >
Levels >
Brands >
Does it apply? >
Introduction
IMAGE
Carl Jung
Every day, we get bombarded with ads or brand messages vying to capture our attention. Most of them get deflected by our unconscious minds and hold little relevance or appeal to our daily lives. But at the same time, a select few of these messages get through to us, and we may even feel a sense of personal identity with them.

The way your brand communicates is critical. In the search to communicate better, every brand discovers a need for a personality and a voice.

One interesting way to view it is through the lens of archetypes. Brands can anchor their communications to enduring personas or profiles that feed into the human experience allowing consumers to identify narratives and symbolism quickly and effectively.

Brand Archetypes Brand Archetypes were a concept introduced by Carl Jung, who believed that they were models of people, behaviours, or personalities. Archetypes, he suggested, were inborn tendencies that play a role in influencing human behaviour.
Table of
Content
social
Social
Everyman
Jester
Lover
ego
Ego
Magician
Hero
Outlaw
freedom
Freedom
Innocent
Sage
Explorer
order
Order
Caregiver
Ruler
Creator
Sage
Show the path to wisdom.
They are life-long learners and enjoy expressing their knowledge with philosophical conversations. The Sage is a seeker of truth, knowledge and wisdom. Their drive comes from the desire to not only understand the world but to then share that understanding with others. They are more likely to pass on their wisdom to someone who can use it to change the world, rather than change the world with it themselves.
Also know as
Guru, Teacher, Scholar, Mentor, Shaman, Translator, Expert, and Detective.
BIG IDEA

The truth will set you free!

Core Desire

The discovery of truth

Strategy

‍Show the path to wisdom. Celebrate life-long learning.

Promise

The truth will set you free

Goal

To use intelligence to understand the world

Gift

Wisdom

Motivation

Independence and fulfillment

The MESSAGE
Education is the path to wisdom.
EXECUTION

Wisdom is where the answers lie. To appeal to a sage you need to pay homage to their intelligence as you communicate. Higher level vocabulary with layered or philosophical meaning will be acknowledged and appreciated while over simplified or dumbed down messages will not. They expect factual and well-researched information, which should be watertight to avoid challenges.

Voice

Knowledgeable
Assured
Guiding

SWOT Analyses
Strength
Even Adult Geeks Can Get Bullied

Gurus might often lack social graces, especially if they are really passionate about their ideas. Gurus really hate being outsmarted, proven wrong, tricked, or lied to. They can come across as a “know it all.”  In marketing especially, often emotions will trump knowledge and data.  It would be a mistake to discount or ignore this fact altogether.

Ignorance
Insanity
Powerlessness
Misinformation
Inaccuracy

S
Strength >
click to reveal
weakness
Don't Be Filled With Fear

Overpromising and under delivering. It is important that the Explorer brand maintains the ability to deliver the special experience, cutting edge product, or unique service that it promises – since this the basis of the brand.

Confinement
Immobility
Entrapment
Incarceration
Cautiousness

W
Weakness >
click to reveal
opportunities
It's ALL About Trust

The Guru always has the opportunity to share their knowledge and help people become smarter and more informed. The more research, stats, information and explanations you can provide the more trustworthy and reliable you become. You are the “go to” source for information in your industry. You truly are an industry expert.

O
Opportunity >
click to reveal
threats
WARNING!

You fear not being the smartest person in the room, losing trust, being outsmarted, duped, or lied to.  You MUST have a strong moral compass so as not to be lured by tactics that might degrade your trustworthiness.

threat >
T
click to reveal
Many levels
Each archetype can be experienced or expressed at different levels. The lower levels are less mature while higher levels are more developed.

Level 1:

Conducting a search for absolute truth by looking to experts to provide answers and objectivity.

Level 2:

Aiming to become an expert through critical thinking and analysis.

Level 3:

Achieving expert status through wisdom and a high level of confidence in one’s area of expertise.

Brand Example
Don't be evil
Does it apply to
your brand?
There are twelve brand archetypes in total. Does this one work for your brand?

Ask yourself these simple questions. If the answer is yes to most of them, Its most likely your best bet.

Q1

Does your business provide expertise/information to your customers?

Q2

Does your business encourage customers and clients to think?

Q3

Is your brand based on a new scientific breakthrough or revolutionary idea?

Q4

Are your products/services differentiated from competitors whose quality or performance is questionable?

Q5

Do you instill trust and confidence in your customers based on your experience?

Q6

Do you have a product or service that depends on: data, information, methodical processes?

Social

Freedom

Order

Ego

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