ALSO KNOWN AS
Guru, Teacher, Scholar, Mentor, Shaman, Translator, Expert, and Detective.
01
They are life-long learners and enjoy expressing their knowledge with philosophical conversations.
02
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.
03
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.
CHARACTER
Star Wars
STRENGTH / DRIVE
Guru brands make their customers feel wise, intelligent, informed and in the know. They back up their knowledge with facts and figures, and they do the research. They create trust with their employees and clients because they prove what they know. They've got the chops to deliver on the goods.
Wisdom
Intelligence
Expertise
Information
Influence
Opportunity
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.
WEAKNESS / FEAR
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
Threats
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.
DiffErent Levels
Each archetype has levels, with the lower levels being less advanced, while higher levels are more evolved or 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.
BIG IDEA
The truth will set you free!
BRAND EXAMPLE
DOES IT APPLY TO YOUR BUSINESS?
Does your business provide expertise/information to your customers?
Does your business encourage customers and clients to think?
Is your brand based on a new scientific breakthrough or revolutionary idea?
Are your products/services differentiated from competitors whose quality or performance is questionable?
Do you instill trust and confidence in your customers based on your experience?
Do you have a product or service that depends on: data, information, methodical processes?
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