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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
Use the following strategy in your marketing communications to connect with your target audience.
Showing the path to wisdom or celebrate life-long learning.
Suggested color guide for using color to communicate the brand‘s values and attributes.
Palette: Professional, Classic, Collegiate
Key Colors: Green, Gray, or Blue
Google | BBC | Discovery Channel
A brand archetype is essentially a shorthand way of communicating the core values, traits, and motivations of a brand. By understanding your brand's archetype, you can craft marketing messages and develop a creative strategy that speaks directly to the psychological needs and desires of your target audience.
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