The SAGE
SAGE brands often promote continuous learning. The SAGE is concerned with knowledge, research and expertise.
Famous SAGE characters include Dumbledore, Gandalf, Aslan, Sherlock Holmes and Rufus from Bill & Ted’s Excellent Adventure.
If your business encourages its customers or clients to think, then the SAGE archetype might be a good match for you.
The SAGE archetype is typically relevant when the quality of the brand is clearly supported by hard data and facts
Brands who adopt the SAGE archetype may have made a scientific breakthrough or they may be institutions which promote learning and knowledge.
Typically, brands who embody the SAGE archetype are often moderately or high priced.
The Sage - Key Facts
Motto
The truth will set us free
Also Known As
Detective, Mentor, Shaman, Translator, Expert, Teacher, Thinker
Why People Love You
They can come to you for answers when they have questions
Goal
To use intelligence to understand the world
Human Desire
Understanding
Brand Values
Accuracy, Scientific, Logic, Education & Learning
Brand Behaviours
Seeks knowledge & information, understands thinking processes
Brand Characteristics
Thought leadership, Wisdom, Research based, Genius, Analytical
Famous SAGE Brands
HARVARD: “The mission of Harvard College is to educate the citizens and citizen-leaders for our society. We do this through our commitment to the transformative power of a liberal arts and sciences education.”
TED: “TED is a global community, welcoming people from every discipline and culture who seek a deeper understanding of the world. We believe passionately in the power of ideas to change attitudes, lives and, ultimately, the world.”
Related Archetypes
Archetypes which also have Independence as their human drivers – EXPLORER & INNOCENT.
Want to know more about the SAGE archetype?
Access everything you could possibly need to know about the SAGE, including swipeable ideas for your brand, in my shop:
The SAGE Brand DNA Blueprint $10
A strategic and visual reference document built specifically for the Sage archetype — covering everything from your brand values and personality to your colour palette, typography, imagery direction and real brand examples.
What’s inside:
- Your core brand truths – motto, goal, human desire, values and behaviours
- The characteristics that make this archetype compelling to customers
- The shadow side – what to watch out for and how to avoid it
- How this archetype shows up across its subtypes
- Colour palette inspiration with hex codes and rationale
- Typography recommendations for headings, body, accent and social media
- Imagery direction with Canva & Unsplash search terms
- Real brand and public figure examples showing the archetype at its best
- Industries where this archetype works
- Expert note on how to stand out
The SAGE AI Briefing Kit $49
This is built for the person doing this on their own. No team, no marketing department, no budget to bring in outside help, just you, showing up every day, trying to keep every plate spinning at once, the content, the emails, the actual running of the business. Whether you’re just starting out or you’ve been going a while, this was built for exactly that.
You don’t need any of the following: a marketing background, previous experience using AI, technical skills, existing content, or a following. You need your Brand DNA Test result and around 90 minutes.
What’s in the kit
- Video instructions explaining exactly how the kit works
- A full written How To guide, covering every section step by step
- A pre-populated template, already containing your SAGE Brand DNA and instructions for Claude (Please note this is optimised for use with Claude, but you can adapt for other AI tools if preferred)
- Two example completed templates, one product or service business, one personal brand, so you can see what a strong answer looks like
- Your SAGE Brand DNA Blueprint, a PDF reference guide matching your specific result
What it does for you
- Gives you a full-time marketing and brand assistant, ready to work
- Saves you the cost of hiring help, and the time of building everything from scratch
- Improves the quality of everything AI produces for your brand
- Makes your output sound like you, not like everyone else using the same generic prompts