Your Desire
to find the truth
Your Goal
to use intelligence and analysis to understand the world
Your Strategy
seeking out information and knowledge
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 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 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
The sage Mood Board and Design Voice
The Sage Family Member
The Sage family is comprised of the main Sage Brand Personality that focuses on knowledge, information and truth. However, six members within The Sage family can help you hone the personality with nuances that may represent your brand better.
Sage Archetype Examples
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.
The New York Times
Always questioning, curious and seeking the truth, The New York Times leads the way in delivering the most accurate content, across many different topics at the most relevant times.
In this advert a New York Times looks at all elements of life, what we want to know more about, what effects us and what is happening around us.
It ends with Life. Life needs truth. The truth is essential.
Other Sage Brands
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Personal Brand Examples
The Sage Brand Colours
Sage Archetype Imagery
Use your 5 Senses to enhance The Sage Brand
A great brand experience will touch on as many of the five senses as possible. Be imaginative and see how you can implement as many touch points as possible into your branding to create a memorable brand experience.
Sight
Interiors are plush with leather sofas, deep coloured walls, bookshelves crammed with books, desk lamps and knick-knacks from research or findings scattered neatly in well-positioned places. Heavy curtains and atmospheric lighting create welcome environments where you can imagine a pipe being puffed on. Alternatively, the modern version of The Sage is in stark contrast as everything is clean, minimalist and sterile. White walls accompanied by white desks and white-clad staff.
Sound
White noise works well for a Sage Brand Personality. Soft background music without lyrics so that it is less distracting is an alternative. The Sage may prefer to have no sound at all or provide sound-cancelling headphones.
Smell
Sitting well and truly under the ‘Earth’ quadrant (see diagram in Chapter 16). The fragrances in this category are undeniably polished, restrained, warm and deep. Scents to enhance this Brand Personality would include tobacco, pine, vetiver, cedarwood and Oudh.
Taste
The Sage enjoys classic dishes that utilise locally grown produce. They opt for dishes with sauces and spices, as well as meat. The Sage enjoys strong teas, particularly chai or smoked tea. They would opt to finish the day with a good cognac or whisky on ice.
Touch
Paper, leather, wood.
Smell is a very emotive sense. Few things can take us back to a specific time and place as a particular scent. It can create a mood from the second you encounter it.
We have broken the Michael Edwards Fragrance Wheel into quadrants – Earth, Water, Wind and Fire.
Earth: Calm and authentic, these scents are refined and sophisticated. They are very grounded, strong and determined.
Brand Personalities: The Explorer, The Ruler, The Sage
Water: Lively and charming, while cheerful and full of ideas, the Water quadrant sparks spontaneity, laughter, festivity. Filled with energy and vitality, these scents are direct, unpretentious and sparkling.
Brand Personalities: The Entertainer, The Hero, The Neighbour
Air: Gentle, sensitive and dreamy, Air scents have a maternal discretion and reserved nature. They also reflect creative characters, gentle strength and determination.
Brand Personalities: The Caregiver, The Creator, The Innocent
Fire: Seductive, moody and impossible to forget. Fire scents evoke a sense of mystery, intrigue and attraction.
Brand Personalities: The Magician, The Rebel, The Seducer
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.
