"Knowledge is empowering."


Sage Archetype Wheel

A sage knows that knowledge is empowering and the truth can set you free.

A few qualities of the SAGE ARCHETYPE include: Wisdom, Intelligence, Expertise, Answers, Influence, Trustworthy, Wisdom, and Insight.

Brand archetypes help you express the personality of your brand to customers.

Based on the work of Psychologist Carl Jung, archetypes tap into the character and values of your brand, making it more relatable.  This helps you to form stronger more authentic connections and build brand loyalty.

Jungian archetypes are defined as universal, archaic symbols and images that derive from the collective unconscious. (Wikipedia)

When you do the work to clearly define and leverage your brand’s archetype, your business will be more successful in attracting and engaging the right customers.




Sage Archetype Industries

Here are a few common industries where you may find the sage brand archetype:

Media & News





Search Engines

Sage Archetype Brands

Here are a few well-known brands that embody characteristics from the Sage Brand Archetype:



-National Geographic

Whenever you need to know


Do the right thing




Stories of An Extraordinary World.

-The Economist

Be More


Is my Brand the Sage Archetype?

The most important thing to consider when selecting an archetype for your brand is what will most resonate with your customers.

Start by asking “What do we most want our brand to evoke for our customers?”

Here are a few statements to help determine if your brand fits the Sage Archetype:

  • My brand will help customers in their quest for knowledge to solve their problems.
  • My brand will help customers become better informed and educated as I share my deep experience and knowledge.
  • I feel that the spirit of my brand most embodies wisdom, knowledge, intelligence, expertise, insight.

If you would like to do a deeper dive into your branding, download my free branding workbook.