The Sage Brand Personality

The Sage is a scholarly mentor. They constantly gather information and knowledge to increase their experience and expertise. They share their research process and give the story behind the facts in an engaging way. They have strong self-reflection, and others appreciate them because of that. The Sage dislikes ambiguity or superficiality, and they are committed to getting to the heart and hard facts of any subject. They make their customers feel “in the know,” wise, and confident in their knowledge. Mottos:
  • “The truth will set you free.”
  • “The path to happiness is paved with knowledge.”
  • “Knowledge is power.”
Goals:
  • To use intelligence and analysis to understand the world
  • To teach others what they know
  • To find the truth and solutions to problems
Strengths:
  • Provides expertise or information to customers
  • Encourages customers to think
  • Based on new scientific findings
  • Supported by research-based facts
Weaknesses:
  • Can study details forever and never act
  • Lack of feeling/emotion
Examples:
  • Morgan Stanley
  • The Wall Street Journal
  • Google
  • PBS
  • BBC
All of these brands pride themselves on being experts in their respective fields and educating their customers in an engaging and thoughtful way. They are diligent about reporting facts correctly, and they have solid reputations in the consumer’s eye. To learn more about how to utilize your specific brand archetype, click here to enroll in If We Brand It, our comprehensive personal branding course. Watch more of this on YouTube

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