The Sage Brand Archetype
Brand archetypes are deeply resonating patterns or themes based on the psychology of human behavior. They will help you understand and communicate the values and characteristics of your brand. So that your brand will resonate with your target audience.
Each archetype is associated with certain values, characteristics, and behaviors that aligns with the psychology and energy of your aligned brand.
By aligning with a specific archetype, your brand taps into the human psychology and values of your target audience and creates a powerful emotional connection.
There are 12 primary brand archetypes: This is the Sage
- 1. Everything you love to know about the Sage Archetype
- 2. Understand your Brand Archetype AND that of your Target Audience.
- 3 . All the 12 Brand Archetypes explained.
More about the brand archetypes Sage
The Sage brand archetype represents brands that are wise, knowledgeable, and insightful. They are often associated with education, intellectual pursuits, and self-improvement. These brands are often seen as trustworthy sources of information and guidance and are respected for their expertise and insight.
Brand personality: The Sage brand personality is intelligent, serious, and thoughtful. These brands often communicate in a straightforward, no-nonsense manner and are focused on conveying accurate and reliable information.
Visual brand elements that can support the Sage archetype
The Sage brand design is often clean, straightforward, and professional. These brands may use minimalist design elements and rely on typography to convey their message. They may also use color schemes that are neutral or muted, with an emphasis on functionality over aesthetics.
Fonts The Sage brand may use fonts that are clear and easy to read, with a focus on legibility. Sans-serif fonts are often used because they are simple and modern, while serif fonts may be used for a more traditional or formal look. (check out newspapers to see how they use the sans-serif and serif fonts)
There are several visual brand elements that can be effective for supporting the sage brand archetype. Some ideas include:
- Professional design: Brands that align with the sage archetype often use professional, sophisticated design to convey a sense of expertise and authority. This could include using a sleek, modern aesthetic, or incorporating classic design elements such as serif fonts and traditional color schemes.
- Educational imagery: Brands that are associated with the sage archetype may use imagery that is related to learning and education, such as libraries, people who are teaching, books, papers, or classrooms. This can help convey a sense of knowledge and expertise. Since you're a small business, keep it personally! We still need to see and feel your energy.
- Bold, strong typography: Using bold, strong typography can help establish the brand as confident and authoritative. Look at logos like Google or certain newspapers.
- Professional headshots: Including professional headshots of key team members or experts can help establish the brand as credible and knowledgeable.
- Data visualization: Incorporating data visualization elements, such as charts, graphs, and infographics, can help convey a sense of intelligence and expertise.
Overall, the key is to use visual elements that convey a sense of intelligence, expertise, and authority, and that help establish the brand as a reliable source of knowledge and guidance
Brands that are aligned with the Innocent archetype
- Examples of brands that embody the innocent archetype include companies in the health food and wellness sectors, such as Whole Foods and Earthbound Farm, as well as brands that market themselves as being natural and environmentally friendly, such as Seventh Generation and Burt's Bees.
- It's worth noting that the innocent brand archetype is not necessarily limited to products or services that are directly related to health and wellness. For example, a toy company that emphasizes the educational and developmental benefits of its products and positions itself as a responsible and trustworthy choice for parents could also be considered an innocent brand.
- Overall, the innocent brand archetype is a powerful tool for building a brand that is seen as trustworthy, pure, and good, and it can be an effective way to connect with consumers who value these qualities.
The Sage archetype challenge
One potential weakness of the Sage brand archetype is that it can come across as dry or boring. These brands may need to work to inject some personality or emotion into their messaging to engage their audience more effectively. The solution is to focus on your target audience. What do they need? How can you make them part of your brand.
A very simple way is
1. To avoid jargon and complicated sentences that confuse people.
2. Use images that represent your audience so that they recognize themselves.
3. Always have 'outsiders' proofread your texts, so that you can steer clear of 'boring and jargon filled' texts.
Brand archetypes are a very useful tool for connecting with your target audience
Brand archetypes are a useful tool for connecting with your target audience because they:
- Help to define and clarify your brand's identity: By identifying which archetype your brand aligns with, you get a clearer understanding of what your brand stands for and what it represents. This helps you to better communicate your brand's message to your target audience.
- Create a sense of familiarity: Brand archetypes are based on universal human psychology, so they help to create a sense of familiarity and recognition among your target audience. This makes it easier for people (your target audience) to understand and relate to your brand.
- Foster impactful connection: Brand archetypes help you create an heart-to-heart connection with your target audience by tapping into their values and desires. This helps to build trust and loyalty over time.
- Provide a framework for brand storytelling: The stories and characteristics associated with each archetype provide a framework for creating compelling brand stories that resonate with your target audience.
- Help to differentiate your brand: By aligning with a specific archetype, you can differentiate your brand from competitors and stand out in your industry. This helps to create a sound and more distinctive brand identity.
NEXT: Check out all Brand Archetypes
Read this brief overview of the 12 brand archetypes.
What is their brand message, their specific power, energy of the archetype. Please remember that this is NOT about finding the perfect archetype and and follow it to the rule. Play with it!!!
1. The Ruler archetype
The Ruler archetype represents a brand that helps people achieve success and reach their goals.
The brand message is one of leadership and power. The power of this archetype lies in its ability to inspire people to take control of their lives and achieve their goals.
The energy of the Ruler archetype is confident, bold and decisive.
An example of a brand that aligns with the Ruler archetype is Microsoft.
2. The Nurturer archetype
The Nurturer archetype represents a caring brand that helps people take care of themselves and others. The brand message is one of nurturing and compassion.
The power of this archetype lies in its ability to inspire people to be kind and compassionate towards others.
The energy of the Nurturer archetype is nurturing and supportive.
An example of a brand that aligns with the Nurturer archetype is Johnson & Johnson.
3. The Creator archetype
The Creator archetype represents an expressive brand that encourages people to be creative and innovative. The brand message is one of originality and self-expression.
The power of this archetype lies in its ability to inspire people to think outside the box and take artistic risks. The energy of the Creator archetype is imaginative and innovative.
An example of a brand that aligns with the Creator archetype is Apple.
4. The Innocent archetype
The Innocent archetype represents a brand that inspires people to live a pure, simple, and wholesome life. The brand message is one of innocence and goodness.
The power of this archetype lies in its ability to inspire people to live a virtuous and wholesome life. The energy of the Innocent archetype is pure and unassuming.
An example of a brand that aligns with the Innocent archetype is Innocent Smoothies
5. The Sage archetype
The Sage archetype represents a brand that is knowledgeable, wise, and trustworthy. The brand message is one of expertise and authority.
The power of this archetype lies in its ability to inspire people to seek out knowledge and understanding.
The energy of the Sage archetype is calm and measured.
An example of a brand that aligns with the Sage archetype is Encyclopedia Britannica or Google
6. The Explorer archetype
The Explorer archetype represents a brand that inspires people to seek new experiences and explore the unknown. The brand message is one of adventure and discovery.
The power of this archetype lies in its ability to motivate people to take risks and try new things.
The energy of the Explorer archetype is energetic and bold.
An example of a brand that aligns with the Explorer archetype is National Geographic and Patagonia.
7. The Hero archetype
The Hero archetype represents a brand that helps people overcome challenges and achieve their goals. The brand message is one of strength, courage, and determination.
The power of this archetype lies in its ability to motivate people to take action and persevere through difficult times.
The energy of the Hero archetype is strong and confident.
An example of a brand that aligns with the Hero archetype is Nike.
8. The Alchemist archetype
The Alchemist archetype represents a brand that helps people transform their lives in positive ways.
The brand message is one of transformation and empowerment. The power of this archetype lies in its ability to inspire people to believe in the power of change and make positive improvements in their lives.
The energy of the Alchemist archetype is mysterious and transformative.
An example of a brand that aligns with the Alchemist archetype is Disney.
9. The Rebel archetype
The Rebel archetype represents a brand that challenges the status quo and fights for change. The brand message is one of rebellion and nonconformity. The power of this archetype lies in its ability to inspire people to challenge authority and break the rules. The energy of the Rebel archetype is rebellious and edgy.
An example of a brand that aligns with the Rebel archetype is Harley-Davidson.
10. The Everyone archetype
The Everyone archetype represents a brand that represents the average person and their everyday needs.
The brand message is one of inclusivity and accessibility. The power of this archetype lies in its ability to connect with people on a relatable and personal level.
The energy of the Everyman archetype is down-to-earth and unassuming.
An example of a brand that aligns with the Everyone archetype is Ikea.
11. The Jester archetype
The Jester archetype represents a brand that brings joy and playfulness to people's lives.
The brand message is one of fun and entertainment. The power of this archetype lies in its ability to bring a sense of levity and joy to people's lives.
The energy of the Jester archetype is playful and lighthearted.
An example of a brand that aligns with the Jester archetype is Lego or M&M's
12. The Lover archetype
The Lover archetype represents a brand that helps people connect with and express their emotions.
The brand message is one of romance and passion. The power of this archetype lies in its ability to inspire people to embrace their emotions and be more in touch with their feelings.
The energy of the Lover archetype is emotional and passionate.
An example of a brand that aligns with the Lover archetype is Victoria's Secret.