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
Your Goal
Your Strategy
Your Motto
Your Fear
Your Achilles Heel
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
Brand Voice
Brand Experience
Audi
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.
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.
