top of page
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
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
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.
bottom of page