Explore Spirituality


Sagacity, Brainpower, Expertise, Information, Guidance.


Ignorance, Instability, Powerlessness, Falsehood, Imprecision.


They use the power of knowledge and information to help people understand the world.

Sage's Personality

The Sage archetype represents wisdom, intelligence, and trust. Brands that embody the Sage archetype position themselves as knowledgeable and reliable sources of information and guidance for their customers. They aim to educate and empower their customers, rather than just selling them products or services. This brand archetype is ideal for businesses that want to establish themselves as experts in their field and build strong, long-lasting relationships with their customers.

Education brings wisdom, and wisdom is the key to unlocking the secrets of life.

The Sage loves to garner knowledge from all backgrounds and cultures, They set out to learn and understand everything they can. They are storytellers, and communicators and will happily share insights and inspire those around them.

Characteristics of the Sage archetype

  • A knowledgeable and reliable source of information
  • Being seen as an expert in their field, with a deep understanding of the products or services they offer.
  • Always learning and seeking to expand their knowledge, and they share this knowledge with their customers.
  • Driven by a desire to help others, they go out of their way to provide support and guidance.
  • Commands respect and authority and their opinions are highly valued by their customers.

Examples of brands that embody the Sage archetype.

The Truth Is Essential: Life Needs Truth | The New York Times

The New York Times’ “Life Needs Truth” campaign focuses on the publication’s reputation as a reliable source of news and information. The campaign features ads that emphasize the importance of seeking out accurate and trustworthy information in a world filled with misinformation.

How to effectively use the Sage archetype for your brand:

Brands should emphasize their expertise and experience in their respective fields to establish themselves as experts. Maintaining a consistent image and messaging is also crucial to building brand recognition and trust. By regularly interacting with customers and stakeholders, hosting events that bring people together, and providing high-quality products and services, brands can foster a sense of community and establish themselves as thought leaders. Communication should also be simple and easily understandable, avoiding jargon and complex messages. Ultimately, brands should aim to establish trust with their customers by providing accurate information and a straightforward approach to doing business.

“We cannot solve our problems with the same thinking we used when we created them.”
– Albert Einstein.

“We cannot solve our problems with the same thinking we used when we created them.”
– Albert Einstein.


The Sage brand archetype is a powerful choice for brands that want to establish themselves as trustworthy experts in their field. The Sage archetype is characterized by its emphasis on expertise, consistency, community, quality, simplicity, trust, and thought leadership. If your brand values education, knowledge, and expertise, and seeks to provide value and guidance to your customers, then the Sage archetype may be a great fit for your brand. By this archetype, you can establish yourself as a respected thought leader, and build a loyal following of customers who value knowledge and expertise.

Results are in. Your brand is…

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