Empower - Archetypes - Flipbook - Page 15
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HE SAGE BRAND
ARCHETYPE
The Sage archetype is all about truth and discovery.
The motto of this brand - the truth will set you free - sums up what it aims
to portray. Businesses who use this brand archetype know the value of
truth and wisdom, and they want to share their findings with others.
Notable Sage brands include:
• Google
• The Economist
• CNN
• MIT
• Discovery Channel
You’ll often spot the Sage brands organizing
conferences to share their knowledge with
the world
In popular culture, just think of Yoda from the Star Wars franchise as
the prime example of what your brand should embody.
The Sage archetype is all about learners and their desire to seek
wisdom and knowledge that is life-long and bone-deep. From
philosophical conversations, to imparting wisdom on everyone who
comes across their brand, the Sage’s core mission is finding the truth,
deducing wisdom from it, and sharing it with the world.
So when it comes to using this brand archetype, it’s perfect for
your business if you offer consulting, education, information, and
similar services.
WHAT ARE THE 12 MAJOR BRAND ARCHETYPES?
I 15