The Sage

Brand Archetype

The Sage brand archetype is educated, wise and perceptive. Typically she is an expert in one or more fields. Her grace comes in her self-reflection (inward knowing) and intelligence (outward knowing), and uses both synergistically to understand the world better. Her gift is her desire to pass the knowledge and understanding she has gleaned onto the rest of the world.

The Sage

is also known as the

The main purpose

of this brand archetype

The main purpose of the Sage brand archetype is to find the answers to questions big and small, better understand the world, and pass those knowledge and insights onto others.

Doing Business

+ marketing

Best suited for
  • The types of businesses best suited to the Sage brand archetype provide education, training or consulting of some kind and market themselves as thought leaders and experts in their field.
  • It is ideal for businesses that have created communities around eLearning and online courses where their primary goal is to pass on knowledge and wisdom gleaned from their own hard-fought research, experience and knowledge.
Marketing niche
  • The Sage archetype appeals to clients who are looking for credible, trustworthy and expert sources of the information they seek and the problems they want to solve.
  • Clients attracted to this brand want to be treated and seen as competent, intelligent and capable. They should never be talked down to or patronized, nor should the communication style be fake or ego driven.
  • More than any other, clients attracted to the Sage brand require you to “keep it real” and keep it humble. They do not appreciate braggadocio, hot air or hard sell marketing. More than any other, they have a very low tolerance for bullshit and empty promises.
The Sage

“It’s easy to get lost in endless speculation. So today, release the need to know why things happen as they do. Instead, ask for the insight to recognize what you’re meant to learn.”

~ Caroline Myss ~

+ weaknesses

At her best...

She has a wealth of experience and wants to share her knowledge and expertise with others. Her overarching goal is to not just find answers and solutions to problems for their own sake, but to use that knowledge and insight to help others succeed. She is curious about many subjects and is constantly learning.

At her worst...

She is fearful that her ideas will be ignored by others or seen as a fraud or ignorant. Consequently, she can become obsessed with her desire to find more information, research more, and find more details on the subject at hand. This can cause her to never act, never move forward and never share her beautiful insights and wisdom with the rest of us.

Traits & attributes

of this brand archetype

  • Mentor
  • Philosopher
  • Crone
  • Wise Woman
  • Teacher
  • Student
  • Scholar
  • Detective
  • Geek
  • Deep thinker
  • Thought leader
  • Credible
  • Trustworthy
  • Intelligence
  • Wise
  • Analytical
  • Masterful
  • Mastering
  • Information
  • Research
  • World of ideas
  • Truth seeker
  • Information seeking
  • Problem-solving
  • Self-reflection
  • Brainstorm
  • Discerning
  • Curious
  • Methodical
  • Questioning
  • Seeking
  • Searching
  • Guiding
  • Focused
  • Resourceful
  • Insightful
  • Inspired
  • Thought-provoking
  • Forward-thinking
  • Precise
  • Logical
  • Factual
  • Rational


sage tall / Design for Creative Souls
Archetypes in Branding

Resources for your journey

Spotify PlayList

A growing playlist of music on Spotify that add “flavor” and helps to personify the Sage brand archetype.


Images for the Sage archetype you can use in your branding & graphic design. From Pexels & Unsplash.

Pinterest Board
A Pinterest board of images, themes and inspiration representing  the Sage brand archetype.
  • Hartwell, Margaret Pott., and Joshua C. Chen. Archetypes in Branding: a Toolkit for Creatives and Strategists. How Books, 2012.
  • Mark, Margaret, and Carol S. Pearson. The Hero and the Outlaw: Building Extraordinary Brands through the Power of Archetypes. McGraw-Hill, 2001.
  • Myss, Caroline M. Archetypes: Who Are You? Hay House, 2013.
  • Myss, Caroline M. Archetype Cards: an 80-Card Deck with Instruction Booklet. Hay House, 2003.
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The Sage
Brand Archetype

is one of the 12 main brand archetypes

I will discuss all 12 in depth in the coming weeks. I want to provide some information on what businesses might best be suited for each archetype and what types of clients are attracted to working with each particular brand archetype. I’ll also provide some examples of visual branding and design resources + ideas for each brand archetype.

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