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The thinker, teacher, expert. The librarian, and curator of knowledge and truth.

Primary goal of the Sage Brand Archetype

To understand the world and teach others what you know. To seek and share the truth.

Understanding the SAGE Brand Archetype

Also known as the: Expert, scholar, detective, advisor, thinker, academic, researcher, planner, professional, mentor, teacher, guru, teacher, investigator, analyst, and the character in the action movie that knows how to hack the security system. PROUD to be a “nerd.” 

What customers FEEL: Educated, “in the know”, wise, “I understand,” engrossed. I feel smart and competent.

Brand Superpower: Wisdom, intelligence

Brand Nemesis: Being duped, misled—or ignorance. Being outsmarted

Potential pitfalls: Can study details forever and never act. Lack of feeling/emotion

Brand voice: Factual, decisive, authoritative, intelligent, researched

Cliches to avoid: Cold colors, the “flat people” illustration style, and pictures of pristine white desks, laptops, and lattes. Go retro. Go totally futuristic. Use rich imagery. Don’t be afraid to do something different from what everyone else is doing. (I’m a steampunk fan) You can be a champion of curated knowledge, but that doesn’t mean you need to be stale and boring.

Famous Sages

Hermione Granger
Sherlock Holmes
Velma (The Scooby Gang)

Words that describe your brand

Famous Sage Brands


To understand the world and teach others what you know


Seek knowledge and truth via study, research, self-reflection, objectivity, and diligence

Biggest Fear

Being duped, misled, wrong, or outsmarted

Traditional Colors

Sage colors can be evocative of the past. Think library books, old parchments, wood, copper, and sage green.

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Futuristic Sage

Knowledge and experience can also shape the future. Cool tones and images that convey high tech may be more appropriate for your brand.


Think Sherlock Holmes. The victorian version and the TV series. 

Learn more about the 12 brand archetypes

The Royal

The Royal is sophisticated, ambitious, and influential. Your goal is to build a prosperous and successful community. You lead by example. Your captivated audience aspires to be a part of your inner circle.

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The Caregiver

The Caregiver is empathetic, generous, and committed. You serve your people by putting the focus on them and their needs. Those in your fold feel considered, safe, and supported in their pursuits.

The Creator

Being the Creator, you’re inventive, unique, and vibrant – and it’s all by your own design. You intend to inspire creativity in everyone around you. You help us realize our unique vision, and to express ourselves and our individuality.

The Innocent

The Innocent is optimistic and pure. You show us that being a good person and seeing the bright side brings out the best in others. Your brand is all about  simplicity – the world doesn’t have to be complicated 

The Sage

The Sage is experienced  and wise. You know how to employ the truth to make your impact. You are the expert, the thinker. You value knowledge and facts, and your aim is to share those insights with the world.

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The Explorer

As the Explorer, you are the trailblazer, the adventurer, and the pioneer. You are among the few who dare to literally (or figuratively) investigate the world.  You help us find more of the freedom and fulfillment we seek.

The Hero

Being the Hero, you are a warrior, and the victor. Your goal is to show your clients the ample rewards that come from hard work and discipline. We look up to you. You inspire us, as you overcome challenges like a champion.

The Mage

As the Mage, you may manifest as a visionary, an inventor, or even a spiritual guide. But while the process and path to results may vary, all Magicians have one common goal – to transform lives and fulfill dreams.

The Maverick/Rebel

As the Maverick, you are bold, revolutionary, and unapologetic. You do things your way. In your wake, the status quo is disrupted. If something isn’t working, it’s overturned. Those with you find freedom.

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The Down-to-Earth Friend

The Down-to-Earth Friend is friendly, down-to-earth, and loyal.  You remind us to do the hard work and stay humble. You’re right at home building a community that is accepting, honest, and vulnerable.

The Jester

The Jester/Entertainer is a whole lot of fun! You’re humorous, light-hearted, and the life of any party. You’re playful, and it’s contagious. Above all, you’re excited to help others get more enjoyment out of life!

The Lover

The Lover is passionate and devoted. You cherish pleasure and relationships. You desire a world where people appreciate beauty in life, so aesthetics are crucial to blazoning your brand message.