Sage Brand Archetype

Your brand is the Sage Brand Archetype- ready to learn how to use it?

Understand the Sage Archetype:

The Sage puts a premium on learning, using their methodical and objective nature to understand the world. You can often find them bettering themselves reading books, taking classes, or debating a concept. This archetype always seeks to find the truth by using their sharp mind to sift through the noise.

Their main fear is being misled or realizing that they are ignorant of a topic. Since the Sage lives in their head, they frequently get stuck overthinking, experiencing what is called ‘analysis paralysis’.   Sometimes they’re all study and no action, but generally, their wisdom and intelligence shines through.

Brands that use the sage archetype most obviously are universities and continuing education companies – but many coaches and consultants do as well.  Customers seek out sages for knowledge they can trust. 


The Sage brand archetype aims to learn and grow in ways to create a better world. The sage wants to be free to think for themselves and hold their own opinions. In their pursuit of wisdom and the confidence to use it, they then become self-reflective and understanding of the thinking process and eventually able to share their knowledge with others.


The sage brand archetype is gifted with wisdom and intelligence. They feel called by confusion and doubt and have a deep design for objectivity.


The sage brand definitely has some potential pitfalls. Sages are prone to a fear of being duped or ignorant. They are susceptible to feeling disconnected from reality. The sage brand is also liable to experience “analysis paralysis” or the process of gathering information in an attempt to find the one right answer for so long and to such an extent that it stalls the decision making process indefinitely.

Brand Voice:

The Sage brand archetype can successful run “think campaigns” – marketing that makes people think. They are great at analyzing needs of their customers and tailoring programs just for them. The general air of the Sage is dignified and subdued. They frequently share expert recommendations. The main goal of the Sage brand voice is to establish your credibility without talking down to your customer. You are trying to help your customer feel like an expert in their own right – so they can make a logical, informed decision (which is ultimately, of course, going with you!)

 Customer and Brands:

The Sage archetype is often found in university and research settings, labs, think tanks, and companies that see themselves as learning systems. Any environment that shows an emphasis on analysis, learning, research and planning often exhibits the Sage brand archetype. Quality is seen as resulting from the expertise of employees whose freedom of opinion should be protected. Overall, there is a general measured pace encouraged as a thorough study of facts and situations is beneficial before decisions should be made except in situations where newsletters and similar are published- as those need to be released quickly to keep the public informed.

Sage brand archetype is a good fit if your brand provides expertise of information to your customers or it encourages your customers to think. If your product or brand is based on a new scientific breakthrough or esoteric knowledge, expect the Sage to work well. If good quality outcomes are supported by hard data, look to the Sage. If your brand is trying to differentiate from products whose quality or performance is questionable, the Sage brand archetype is a good choice.

Most doctors see themselves as sages, as are research and development teams. This can cause interesting team dynamics inside organizations that are themselves a different archetype. Even in corporate America, R&D teams often have more autonomy than other teams (a key feature and need for Sages), which can cause communication and cultural clashes.

Pin this handy reference sheet: 

Sage brand archetype reference sheet pin this handy reference from jamie thomson designer

Not sure you found the right archetype?

Most brands are a mix of more than one archetype – and two archetypes can be tricky but very rewarding to blend. Below you will find links to all of the archetypes so you can familiarize yourself with other descriptions and characteristics to see if there is one that feels like a better fit for you and your brand. If you are still struggling – feel free to contact me to chat and see if together we can sort out what works best for you!

Learn about all the brand archetypes:

Lover Brand archetype jamie thomson designer
innocent brand archetype brand personality archetype
explorer brand archetype brand personality archetype
jester brand archetype brand personality joker entertainer
hero brand archetype
Sage Brand Archetype brand personality archetype jamie thomson designer
rebel brand archetype
Caregiver brand archetype jamie thomson designer
creator brand archetype brand personality archetype jamie thomson designer