The Sage archetype for coaches & creatives

Books are typical of the Sage archetype

The Sage archetype is the intellectual one in the group: always learning, always a book in hand. Sages are deep thinkers, who love knowledge. They quickly resort to knowledge and learning to resolve life’s more complex issues.

The Sage archetypes are also awesome teachers. They love to teach the subjects that they are passionate about. Nowadays, with all the content and education brands are producing, the Sage archetype is a great north star to follow.

My brand has a strong secondary Sage archetype. I’ve always loved learning and studying (yes, I was that annoying one in the first row with her hand up). One of my happy places is a library (or better even, the Starbucks at Barnes & Noble, another Sage brand šŸ˜‰).

Here is a rundown of the main components of the Sage archetype and how to use it to build your brand.

The Sage Archetype Vibe:

Knowledgeable, an authority in her field.

The Sage Archetype Purpose:

A sage brand will help you use intelligence and knowledge to understand the world and make smarter decisions.

Emotions Evoked:

Empowerment, “the truth will set you free”.

The Sage Archetype Strengths:

Wisdom and intelligence.

Be Careful With:

Sometimes, the Sage archetype can study issues on and on and never actually get things done (hello, analysis paralysis).

The Sage Archetype Likes:

  • Well researched and correct information.
  • Self-reflection.
  • High standards.

The Sage Archetype Dislikes:

  • Superficial hacks and tricks.
  • Being duped, misled.
  • Ignorance.
  • Being outsmarted.

The Sage Brand Archetype Colors:

Styles and colors tend to be understated, not shocking or in-your-face. Typical colors can be shades of blue, grey, and white.

The Sage Brand Archetype Examples

One of the all-time most-famous Sage brands is Oprah Winfrey. She educates and guides her audience and is a great source of wisdom for her followers. Her talk show started in 1986 and was number one in the US for 23 seasons. She is also in part a Spiritual Sage; another famous one is Deepak Chopra. In the 21st century, these have become huge icons.

Other great sage brands are universities like Harvard and MIT (although not all universities are Sage brands).

How to Express Your Sage Brand Archetype

In a world of over-information and fake news, be a guide and trusted source of information. Help your clients discriminate better and think more clearly. Keep them informed on the latest ways.

The sage branding is typically a little more serious than other brands, with a dignified air to it (think Ivy League universities).

The sage customer will definitely do background checks on a brand before hitting the buy button (especially with higher ticket purchases). So, it’s important to have good testimonials or reviews, and also an expert recommendation can help a lot.

Also, be sure to establish your authority in what you do. You need to mention what credentials you have, clients you’ve worked with and any results you’ve had.

The Sage archetype brands have a great way of making their customers feel smart (and they love that). Treat your clients like they’re in the know and informed. Even congratulate your clients on being informed and intelligent. “People in the know” will choose this brand.

Never talk down to your clients. And avoid pushing them to buy with strong deadlines… They’ll quickly back off if they feel like they’re being pushed into something.

Make sure to always cite your sources… and make sure they’re good ones!

Examples of the Sage Brand Archetype

Here are some examples of the Sage brands. They do not follow a strong line visually, but their content does express the Sage. In general, a Sage brand’s visual identity will come more from its secondary archetype.

Oprah is perhaps the most iconic Sage brand out there. Full of wisdom, books, information and advice.

Starting with her role as Hermione in Harry Potter, Emma Watson is smart, opinionated, and educated, and her brand shows it.

Deepak Chopra is a Spiritual Sage. You can see plenty of references to sources of wisdom and inspiration, and of course books.

Harvard uses formal, distinguished colors and images that are typical of the Sage archetype.

Want to know more?

Like what you’re reading? Click here if you want to learn more about brand archetypes.

Also, if you want to explore your archetype more in-depth and learn how to express it in your brand, book a Brand-In with me. For 2 hours, we’ll look at you, your business, and where you want to go. After, I’ll send you a plan with your biggest brand opportunities, and next steps to implement them.


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hey coaches and creatives!

Hi! I'm Amalia.
Brand strategist, designer & bookworm.

Iā€™m on a mission to help coaches & creatives have a high-level, clean brand that truly reflects their amazing services. That fills them and their clients with excitement.

I learned the branding ropes from the best, working at L'Oreal's Luxury Division and with other major global brands.

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