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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



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

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.
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