The Sage's purpose in life is to find the answers to their questions

The Sage Brand Personality is constantly seeking the truth. They tend to be perfectionist, don't settle for anything but what is right and true. They thrive on knowledge and being in the know, and they enjoy sharing their findings with others to help benefit everyone.

Your Desire

to find the truth

Your Goal

to use intelligence and analysis to understand the world

Your Strategy

seeking out information and knowledge

Your Motto

The truth will come out

Your Fear

being duped, misled or appearing ignorant

Your Achilles Heel

can study details forever and never act

The wisest mind has something yet to learn

The Sage archetype may be right for your brand identity if:

  • it provides expertise or information to customers
  • it encourages customers to think
  • it is based on new scientific findings or esoteric knowledge
  • it can be supported by research-based facts
  • wants to differentiate themselves from others, whose quality or performance is suspect
  • helps people to better understand the world, provide practical information and analysis.

Brand Culture

freedom of thought and encouraged analytical thinking

Brand Voice

sophisticated language and extensive vocabulary

Brand Experience

robust conversations solving problems and coming up with solutions

Sage Archetype Examples


Audi is all about knowledge, finding solutions, being the first to solve problems, embrace technology or adapt their thinking expertise for the greater good of their vehicles

In this advert, Audi uses a typical Sage Brand Personality attribute in educating the consumer about the history of light while demonstrating Audi's expertise in this one facet of their vehicle design. Historically the headlights significantly define the appearance of each Audi model.

Within the last 100 years, light technology development came a long way within the automotive industry and Audi is positioning themselves as the expert in this area. Constantly teaching, always thinking, the Audi vehicles and their brand are positioned as professionals who are always learning and evolving.

Other Sage Brands

Personal Brand Examples

Sherlock Holmes

Sage Brand Colours






Sage Archetype Imagery

Meet the Archetypes

Based on the concepts of 12 Personality Archetypes by Swiss psychologist Carl Jung, we believe that in modern society these 12 Archetypes can be effectively utilised in branding a business, and give them attributes that can enhance or cement their message. These personalities are based on different motivations for the observer.