The Sage
Brand Archetype

This archetype positions itself as wise, knowledgeable, and expert in its field. This archetype is often associated with brands that offer products or services that require a high level of expertise or that provide valuable information or insights.

Icon art by SUBAIDA The Noun Project

Knowledgeable | Trustworthy | Thoughtful | Analytical | Mentor | Guru | Advisor

Key Characteristics

Wisdom

Sage brands often emphasize their expertise and experience in their field, and position themselves as sources of valuable knowledge and insights.

Intelligence

Sage brands often emphasize their intelligence and ability to think critically and solve problems.

Expertise

Sage brands often position themselves as experts in their field and may use credentials or awards to demonstrate their expertise.

Trustworthiness

Sage brands often emphasize their reliability and trustworthiness, and may use language and imagery that evokes a sense of stability and dependability.

Authority

Sage brands often position themselves as authorities in their field and may use language and imagery that evokes a sense of power and leadership.

Strategy

Use the following strategy in your marketing communications to connect with your target audience.

Connection

Showing the path to wisdom or celebrate life-long learning.

Suggested color guide for using color to communicate the brand‘s values and attributes.

Color

Palette: Professional, Classic, Collegiate

Key Colors: Green, Gray, or Blue

Google | BBC | Discovery Channel

Company Examples

Explore Other
Brand Archetypes

Turn Your Brand Personality Into a Clear Identity

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This is where your full identity takes shape.

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The Sage Brand Archetype