SAGE: Brand Archetype
The Sage brand archetype is all about knowledge, wisdom, and intelligence. The Sage brand is often seen as a trusted advisor, educator, or mentor. It is respected for its expertise in its field. The Sage seeks to understand the world around them and use their knowledge to help others.
Pros:
Trustworthy: The Sage is seen as an expert in their field, and their advice is often valued and respected by its audience. This can help build trust with potential customers and clients.
Credibility: The Sage brand can be seen as credible and reliable due to its knowledge and expertise. This can be especially beneficial in industries where trust is critical, such as healthcare or finance.
Guidance: The Sage can act as a guide or mentor, providing valuable insights and advice to help their audience make informed decisions.
Cons:
Arrogance: The Sage can come across as arrogant or condescending if they are not careful in their messaging. It is vital to strike a balance between sharing knowledge and being approachable.
Lack of emotion: The Sage can sometimes focus too much on facts and information and not enough on the emotional needs of their audience. This can lead to a need for more connections with potential customers.
Limitations: The Sage brand archetype may not be appropriate for all industries or businesses. It is essential to consider whether this archetype aligns with your brand values and goals.
Tips for best use:
Provide valuable content: The Sage brand should focus on providing valuable content that showcases its knowledge and expertise. This could include blog posts, whitepapers, webinars, or other educational resources.
Establish credibility: The Sage brand should focus on building credibility and trust with their audience. This can be achieved through certifications, awards, or testimonials from satisfied customers.
Be approachable: The Sage should strive to be approachable and relatable to their audience. This can be achieved through engaging with customers on social media, sharing personal stories, or using humor in their messaging.
Case studies:
TED uses the Sage archetype in its brand messaging by providing informative and insightful talks on various topics that aim to expand knowledge and understanding. They position themselves as thought leaders who share their wisdom and expertise with the world.
The BBC embodies the Sage archetype in its brand messaging by providing impartial and reliable news and information that helps people make informed decisions. They position themselves as trusted sources of knowledge and expertise.
The Times uses the Sage archetype to position itself as a respected and authoritative voice in the world of journalism. They provide in-depth analysis and commentary on important issues, helping readers better understand the world around them.
Microsoft embodies the Sage archetype by positioning itself as a leading provider of innovative technology solutions that help people achieve their goals. They provide tools and resources that empower people to learn, grow, and succeed personally and professionally.
Tony Robbins - Tony Robbins is a motivational speaker and self-help guru who embodies the Sage archetype. He is respected for his knowledge and expertise in personal development. He is often sought after as a mentor and advisor.
Takeaway: The Sage brand archetype is a powerful tool for businesses that want to position themselves as trusted advisors and experts. By providing valuable content, establishing credibility, and being approachable, companies can build trust with their audience and establish themselves as thought leaders. However, it is important to be mindful of the potential drawbacks of this archetype, such as arrogance or a lack of emotional connection with customers.
