THE SAGE
The truth will set you free.
The Sage is motivated to seek out information and knowledge in their quest for the truth. They are self reflective and work to understand how to think, learn, and make intelligent decisions. They take pride in their ability to think for themselves and hold their own opinions.
This archetype is also called the Advisor, Contemplative, Detective, Evaluator, Expert, Investigator, Mentor, Oracle, Philosopher, Planner, Professional, Researcher, Scholar, Teacher, or Thinker.
SAGE BRANDS
The Sage is a good identity for brands if:
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It provides expertise or information to your customers, or helps them develop expertise
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It challenges customers or clients to think
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The brand is based on a new scientific breakthrough or esoteric knowledge
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The quality of the brand is supported by hard data
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Autonomy or choice is built into your product or service
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You are differentiating the product from others whose quality or performance is questionable
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You provide tools for research, learning or teaching.
Sage Mindset
DESIRE: to Discover the truth, autonomy and objectivity
GOAL: To use intelligence and analysis to understand the world
GIFT: Wisdom, intelligence
CALL: Lack of resources, order or harmony
FEAR: Being duped or misled, ignorance
SHADOW: Dogmatism, overly intellectual with failure to understand practicalities, disconnection from reality, inability to act
Levels of the Sage
Level 1: Search for absolute truths, desire to be objective, looking to experts
Level 2: Skepticism, critical and innovative thinking, becoming an expert
Level 3: Wisdom, confidence, and mastery
SIMILAR ARCHETYPES
THE 12 BRAND ARCHETYPES
The 12 Brand Archetypes were developed by Carol Pearson and Margaret Mark as a system for consistently creating stronger and more meaningful brands. The content on this site has been paraphrased where possible, and cited directly where needed to maintain accuracy.
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