Brand Archetypes — Meet the Sage

What is truth? If you are the Sage brand archetype, this is the question that keeps you up at night. A perfectionist by nature, the Sage won’t settle for ambiguity and is on a mission to analyze everything to find the right answer and share it with others. News outlets, museums, and universities fall under the Sage archetype.

Brand archetypes are the secret sauce to creating stronger brands, and are an essential tool for any marketing toolbox! 

The SAGE

• PROMISE: The truth will set you free.

• CORE DESIRE: The discovery of truth

• GOAL: To use intelligence to understand the world

• FEAR: Being duped; ignorance

• STRATEGY: Seek out information; understand processes

• GIFT: Wisdom

• MOTIVATION: Independence and fulfillment

All About the Sage

The Sage believes the path to happiness is paved with knowledge and that by seeking out the truth and sharing it with others, we can make the world a better place. The Sage shuns ambiguity, misinformation, misleading claims, and ignorance, whether in itself or in others. Sage brands generally have high levels of consciousness and intelligence.

Snags occur when the Sage becomes too focused on the dogma of objective truth and loses touch with social graces. (You Sherlock Holmes and House fans out there know what I’m talking about.) The neverending quest for absolute answers could also result in an acute case of “analysis paralysis” and prevent the Sage from ever taking action.

The Sage Brand in Action

Typically touted as “experts,” these brands act as sources of guidance to help consumers feel more informed to make better decisions. Well-known brands such as Oprah Winfrey, Harvard University, Mayo Clinic, The New York Times, and CNN all position themselves as beacons, shining the light of truth in a dark, often confusing, world.

The Sage brand is a natural fit for any company that places emphasis on research and development, the acquisition of knowledge or disseminating information. Examples include institutions of higher education, news sources, research firms, museums, bookstores, and libraries.

Brands that identify with the Sage often use polished and dignified marketing materials and don’t try to impress with superficial fluff or gimmicks. Sage brands tend to gravitate to a palette of neutral or subdued colors such as gray, navy, or white for their marketing designs and logos. Accordingly, some Sage brands produce marketing materials that veer from the status quo in an effort to make people see things in a different way.

Adhering always to their quest for knowledge, Sage brands refuse to oversimplify their marketing, as that would be an insult to the intelligence of their customers. The focus instead is on knowledge and sometimes exclusivity. (Think Ivy League colleges, where not everyone is “good enough” and only a select few receive that coveted acceptance letter).

The culture within Sage brands is often focused on analysis, learning, research, and planning. These brands encourage freedom of thought and individuality amongst their employees so they can develop the most valuable company asset – expertise.

The Different Levels of the Sage Archetype

Each archetype has levels, with the lower levels being less advanced, while higher levels are more evolved or developed.

• Level 1: Conducting a search for absolute truth by looking to experts to provide answers and objectivity.
• Level 2: Aim to become an expert through critical thinking and analysis.
• Level 3: Achieving expert status through wisdom and a high level of confidence in one’s area of expertise.

All in the Family

There are different aspects of the Sage archetype that can emerge, based on the strength of various attributes. The book Archetypes in Branding breaks the Sage (including the primary Sage) into a total of five to complete the family.

Sage

Motivated by a desire to seek the truth, the Sage values knowledge, and learning. With an independent streak a mile wide and a healthy dose of skepticism, the Sage prefers to make rational decisions based on research.

Challenges arrive in the form of arrogance and a rigid reliance on dogma. Others dread the classic “know-it-all” attitude and accompanying air of righteousness.

1. Mentor
   
   The Mentor’s very existence is devoted to sharing wisdom for the benefit and support of others. The ability to remain objective and be a good judge of character serves the Mentor well and ups the level of trustworthiness. Everything the Mentor does is based on a desire to make sure the right outcomes are reached.
   
   The Mentor needs to be careful about dispensing all that info because a “helping hand” can easily morph into “an iron fist” if no one’s watching.
2. Detective
   
   Like all great sleuths, the Detective diligently searches to uncover what is hidden. The Detective possesses a fondness for puzzles and has a keen eye for empirical evidence, but is also deeply intuitive and relies on instinct.
   
   Even if the Detective doesn’t want to admit it, the search for truth can be a selfish pursuit rather than for the benefit of others and the Detective may land in hot water if the search for truth turns into snooping.
   
   
3. Shaman
   
   Spiritual in nature, although not necessarily tied to religion, the Shaman has a mystical power to see and tell the truth, particularly from a “higher consciousness” or alternative perspective. (Deepak Chopra is a good example of a Sage brand that would fall into this sub-archetype.)
   
   Dangers abound if the Shaman develops a false sense of power, as that could lead to bogus claims and manipulation.
   
   
4. Translator
   
   A superb communicator, the Translator taps into universal truths by interpreting the meaning and connecting patterns. An intelligent messenger, the Translator is attracted to communication and language.
   
   Before sharing those divine truths with the world, the Translator would be well served to remember the old saying “Haste makes waste” whenever the urge to make premature conclusions strikes.

Real-world Example of Sage Brands

TED

TED, which stands for Technology, Entertainment, and Design, is a nonprofit organization known mostly for its informational TED Talks on every subject imaginable. The group’s mission is to build “a clearinghouse of free knowledge from the world’s most inspired thinkers” and they believe in the power of ideas to change the world.

Oprah Winfrey

The Oprah brand positions itself as a source of information and enlightenment. Millions of people turn to her as a source of guidance and truth and accept her word as gospel. Evidence of the Oprah brand as a strong Mentor is everywhere: The Oprah Winfrey Show, the O, Oprah Magazine, a book club, and even her own television network. Oprah’s brand pulls double duty as a Mentor (a trusted source of empowering support) and as a Shaman (since many of her topics focus on spirituality). In many ways, Oprah could be considered the ultimate apprentice.

The Sage Consumer

Sage consumers are a tough bunch. They don’t succumb easily to the “herd mentality” because they recognize the value of independent thought. But if your brand identifies with the Sage archetype, you will be among like-minded folks when reaching out to your customers.

Sage consumers enjoy learning for learning’s sake and for the pure joy of adding new knowledge to their memory banks. They appreciate brands that are transparent and tend to be suspicious of brands that act like they have something to hide. They revel in hard data and brands that can give them a limitless supply will earn their trust.

When approaching Sage consumers, don’t engage in high-pressure sales and marketing tactics. Instead, give them the information they need to make an informed decision. Since intelligence is the trait they prize above all else, it’s no surprise that Sage consumers aren’t afraid of products with a challenging learning curve. Talking down to your audience or coming on too hard are sure ways to turn off a Sage consumer.

Is Your Brand a Sage?

While most companies will perform some type of research and development and hopefully don’t consciously strive to misinform, there are some brands for which knowledge and truth are top priorities, with no exceptions. If your company’s reason for being is to seek out the truth and provide expertise or information to others, or if you place a high value on knowledge, your brand is likely a Sage archetype.

Still not sure which archetype defines your brand? Take the brand archetype quiz to find out your results and then check out an overview of the 12 brand archetypes to learn more.

Kate Putnam

In order to improve online customers and client retention, Putnam Marketing empowers organizations to recognize their inherent skills through Brand Archetypes.

putnam.marketing.com

A brand archetype is a way of presenting a brand – its metaphorical meanings, values, behaviors, and messages – as a persona, making it more instantly recognizable and relatable to target audiences. Brand archetypes offer businesses a personality that makes them approachable and relatable to people that share similar values.

Swiss psychiatrist and psychoanalyst Carl Jung proposed that humans utilize symbols to help them grasp complicated topics. According to him, there are collective patterns or symbols that appear virtually everywhere on the planet as elements of myths and, at the same time, as individual creations of the subconscious.

Jung believed that some pathways to better human knowledge have remained both recognized and ageless throughout history and that these pathways should be classified.

Furthermore,  those classifications displaying clearly known personality traits—especially in the case of brands, by customers and organizations trying to identify their customer populations, are referred to as archetypes according to Jung.

History of Brand Archetypes

The concept of ‘brand archetypes,’ as we know them now, originated with Carl Jung, a psychologist who collaborated with Sigmund Freud. He thought that everyone had fundamental human needs that were both primal and instinctual.

Each of our wants is associated with a distinct brand archetype. The notion is that by adopting a certain personality, businesses may demonstrate to their consumers that they understand their wants, expectations, and pain areas.

Brand archetypes have the power to embody and reflect the personality of brands and assist them in better connecting with specific customer personas. As it relates to brands, the concept of archetypes is generally ubiquitous and may be especially useful as an orienting tool for brand managers wanting to concentrate their team’s efforts.

Using Brand Archetypes to represent the embodiment of particular wants and behaviors. When you comprehend your firm and your consumer, you may build a brand archetype that enables you to connect to a certain type of consumer. 

This aids in the development of better client relationships, reducing the risk of your company becoming a commodity. Archetypes can help you identify your brand by emphasizing your own personality. Customers will automatically choose the firm with which they feel more at ease while looking for solutions to their difficulties.

The Purpose of Brand Archetypes

Archetypes are universal human urges that may be tapped into. They take sales pitches and marketing efforts and turn them into a persona that customers can relate to.

This all sounds nice, but you are undoubtedly asking how archetypes connect to corporate goals. Consider the following purpose of archetypal branding to further understand why they are important to your bottom line:

Supports Brand Experience

Set the tone for consumer interactions and relationships. A brand with a caregiver archetype, for example, will emanate a helpful, friendly, and supportive attitude. After establishing these qualities, a consumer will set expectations for the new brand experience. 

Ideally, the brand lives up to the hype. When this occurs, a consumer comes to trust you and your products. A loyal client base is built on recurrent, consistent interactions.

Adapts to Customer Desires

Another purpose of brand archetypes is that they may be individually adapted to the requirements and desires of your market. There is an archetype for everything, whether it be creativity, drive, or invention.

Therefore,  companies employ brand archetypes to connect an audience’s needs with product offerings. This enables people to understand how your product may help you achieve your own goals, leading to deeper, more real interactions with customers.

Helps Separate your Brand Competitors

Do you want to know how to stand out in a competitive marketplace? A powerful brand archetype might just be the solution you’re looking for. Brand archetypes motivate you to go deep into your brand’s history and discover the why behind your business.  

The people, places, and concepts that influenced the origins of your brand are really unique to your brand. This is extremely critical to keep in mind, especially if your business and another company in your chosen industry have the same archetype.

12 Brand Archetypes

Identifying the right brand archetype is an important step toward creating a brand identity to which your target audience can relate.

In fact, the world’s most successful companies have well-established archetypes that are represented in every element of their brand heart, voice, and identity.

Choosing the right archetype can also improve your brand’s positioning and provides consumers with the brevity they need to grasp your brand’s why. 

To help you select the right brand archetype, here are Carl Jung’s 12 brand archetypes:

1. The Outlaw

The Outlaw is an outrageous, startling, and disruptive archetype. If your brand is not afraid to challenge others and change the game, it is an Outlaw. They are out of the ordinary and guarantee total rebellion in all positive ways. Outlaws are incredible. They love to go all out, and they often do it with style.  It is exciting and there is a lot to learn from it. 

Keep a close eye on them because you will surely have a great time enjoying how they represent their respective brands. Vans, Harley Davidson, Snickers, and other brands are some of the best examples of Outlaw brand archetypes.

2. The Magician

When we talk about this brand archetype, the first thing that comes to mind is none other than Disney. The brand is all about bringing magic and glitters into our everyday lives, from its fantasy films and music to the magical experience brought by its world-famous amusement park, Disneyland.

• Is your brand creating a significant influence on your consumers?
• Is it possible for your brand to make problem-solving enjoyable?
• Is your brand a source of inspiration for everyone’s imagination?

If your answer to most of the questions above is “yes” then your brand is likely to be a Magician archetype. Magicians do not only think outside the box; they put the box in front of you and present you with a surprise.

3. The Hero

As an idealist, the Hero strives for excellence, meticulousness, and fearlessness. Simply said, if your brand guarantees excellence together with trust and self-assurance, it is a hero, both literally and metaphorically. The best thing about engaging with a Hero brand is that they will either go to great lengths to ensure you are acknowledged or take excessive time to answer. 

The Hero brand archetype also rises to the occasion. They promote the importance of self-confidence and change.  As a result, a firm like Nike is regarded as a transformational instrument that helps individuals reach their greatest potential, rather than a footwear supplier.

4. The Lover

The Lover brand archetype encourages closer connections through passion and romance.  But it is not all about that; the Lover promotes spiritual, family, and companionable ties as well. The emphasis for Lover brand archetypes is on strengthening connections with the individuals and things that truly matter. How can you tell whether your brand is The Lover archetype? Here are some guide questions:

• Is your brand sensuous, emotional, and loving?
• Are you a giver and visually pleasing?
• Do you believe in peace and a pleasant environment?

The goal of the Lover brands is to connect to Lover personas in their target market by making them feel wanted, valued, and sought. They stimulate passion and delight in connecting with these customers. Their speech has a sensuous tone to it, and they use seductive language and phrases.

5. The Jester

In branding, the Jester personality archetype enjoys living life to the fullest and having a good time for themselves and others. These brands are upbeat and look for the positive in every scenario.

Because they have never lived within one, jesters think outside the box, which makes them exceptional inventors. On the surface, Jesters live for the present, but on a profound level, they recognize that life is short and that laughter should be included in it.

The Jester brands connect to individuals who are youthful at heart.  The Jester companies are associated with fun times and the light-hearted, optimistic side of life in their branding strategy. Laughter is how they communicate and engage with their target audience.

6. The Everyman

Everyman brand archetype is defined by a sense of belonging and recognition. These businesses prioritize the ability to blend in with the crowd and appear to be an “ordinary guy.” In whatever part of their work, these brands are not over the top. The Everyman archetype is trustworthy, optimistic, and eager to fit in. 

The Everyman is your everyday person: unpretentious, approachable, decent, and at ease. Hard labor, common sense, dependability, and honesty are important to The Everyman.

They aim to attract a wider audience, therefore they do not bother with the frills of grandeur. The Everyman connects with families and people from many cultures, connecting to individuals who live below the luxury line and, as the company puts it, “understand the worth of money better.”

7. The Caregiver

When you think of The Caregiver archetype brands advertise their altruistic nature and publicly declare their desire to protect and care for people in need. The Caregiver brands are proactive and responsive, and they are present wherever a negative occurrence transpires.

• Do you want your brand to be associated with empathy, assistance, and selflessness?
• Is your brand putting emotions first and in the correct places?
• Is your brand charitable and promotes people-protection initiatives?

Their branding approach focuses on assisting those in need, who are frequently fragile and sensitive individuals who demand a personal touch. They send forth warm and meaningful signals and treat life and work with generosity.

8. The Ruler

When you think of Rolls Royce or Rolex, power words such as control and luxury are the way The Ruler brand archetype expresses and communicates control. These brands place a premium on authority and are confident in their communication and actions. They exhibit supremacy and exercise leadership. They desire riches and success, which they seek to pass on to others who come after them. 

They are self-assured and responsible, and they appreciate having a sense of control. To attract their target audience, these companies’ goal is to reassert a sense of authority, power, and respect. They radiate a feeling of privilege and grandeur.

By seizing authority, the Ruler eradicates ambiguity. They enjoy following rules, but much more so, they enjoy making them. Rulers believe in doing things the right way and creating solid, well-known businesses to match. They also want others to act with decency.

9. The Creator

Innovation and creativity drive The Creator brand archetype. These businesses appreciate uniqueness and skill, and they invite everyone to participate in or watch the realization of their vision. In order to cater to target audiences, the Creator’s branding approach involves honoring their innovation side and encouraging artistic freedom.

The Creator brand archetype is also preoccupied with realizing its ideal. Brands must demonstrate their capacity to create opportunities for self-expression. This archetype will interact with only the most free-form items that promote creativity rather than impose use.

10. The Innocent

Brand Archetype the Innocent is all about happiness and optimism. The brands that use this archetype want everyone to be happy as well as protected.  The Innocent, who bears no grievances, is genuine and fair, believing that everyone should be who they actually are.

With transparency, easiness, and positive optimistic messaging, Innocent branding usually appeals to the target population in a captivating way. Innocent brands are associated with security and trustworthiness among these consumers. True Innocent archetypes can also recognize and understand that everyone has the right to live and the yearning to be happy.

11. The Sage

In branding, the Sage archetype is portrayed as a seeker of knowledge and intelligence. These companies exude expertise and a sense of being well-informed. Their motivation is to learn about the world and share what they have learned with their followers. Sage’s branding approach appeals to the target audience while also recognizing their intellect. 

Complex meanings and technical terminology, as well as well-researched content, are valued by these companies. It is advisable to avoid employing simple methods when trying to communicate with Sages.

Brands must demonstrate a high degree of competence and comprehension. Sage archetypes are meticulous scholars who despise misinformation and incompetence.

They have a greater degree of intellect and social awareness than other people. Therefore, they are frequently considered reliable and knowledgeable sources of information.

12. The Explorer

The Explorer’s brand identity embodies a desire to step outside of their comfort zone and into an unknown situation where they feel more relaxed. These companies promote boldness, as well as a passion for exploration and taking risks.

In order to appeal to the explored customers, this archetype’s branding approach focuses on challenging them. These businesses emphasize the outdoors and the unknown, inviting consumers to join them in their exploration.

Explorers, on the other hand, are not looking for upheaval or conflict. When taking on difficulties, they are comparable to the Hero.  They are looking for thrills and action, and businesses should be able to provide it.

Top Reasons Why Brand Archetypes Are So Effective

Connections and partnerships are increasingly defining today’s brands.

Consumers expect firms to be more accountable and trustworthy. Workers want a stronger feeling of purpose in their jobs. And businesses are always looking for new methods to create more effective and compelling brand experiences. This is why identifying your brand archetype will assist you in achieving a variety of business and communication goals.

Here are the major reasons why brand archetypes are so effective:

1. Helps establish your identity as a brand

Determining which of the 12 brand archetype your brand belongs to provides it with personality and significance.  It creates a vivid image in your consumers’ thoughts and distinguishes your brand and messaging from those of competitors in the same industry. After all, people are drawn to brands whose ideals are similar to their own.

2. Accurately position your marketing strategies 

Brand archetypes can make the implementation of your marketing strategies become a breeze.  This is especially crucial nowadays, given the prevalence of social media. Consumer engagement can begin anywhere. This is why knowing your archetype is extremely beneficial when it comes to positioning your strategies and yourself as a brand.

3. Promotes employee and customer loyalty

Brand archetypes inspire loyalty in both employees and customers. When people choose to do business with you, it shows that they believe in your brand’s core values. After all, the most successful businesses are those whose values, mission, and vision are founded on well-defined brand archetypes. Today’s consumers do not simply buy a product; they purchase the value and reputation that comes with it.

4. Supports product innovation and development

Product innovation can be aided by understanding your brand archetype. Great products, from their usefulness to their appearance, are a reflection of their brand archetype. The success and adoption of new products among your target audience will provide feedback that will encourage improvements in your next cycle of product innovation.

Why Use Brand Archetypes?

When it comes to business, archetypes provide brands and organizations with what they want most: individuality, commitment, and sustainability. Let’s take a look at the multinational conglomerate company Virgin Group’s statement about their branding:

“For over 50 years, the Virgin brand has been renowned for providing unique and exceptional customer experiences. Each Virgin branded company brings a fresh, innovative, and distinctive consumer proposition, shaking up the status quo to create businesses that lift experiences out of the ordinary. This clear focus on the consumer has given the brand the ability to expand into new sectors and new geographies. From Virgin Money’s unique customer store concepts to Virgin Red’s fresh perspective on rewards and how Virgin Voyages is set to re-invent the cruising experience – each Investee Business and Licensee strives to put the customer experience at its heart. Virgin’s brand purpose is Changing Business For Good.”

We connect and relate to every brand archetype’s persona and objectives. They are timeless and universal, representing our most basic wants and desires. They help us get to know the business and its products better.

Conclusion

Choosing an archetype can help you to accurately describe your brand’s qualities and vision by anchoring you to a set of character traits. This will ensure that you stay true to your principles and establish a position that consumers can trust and relate to.

Brand archetypes could also aid in a better understanding of your own company and the creation of targeted marketing strategies that emphasize the values you want to convey. Not to mention, if the business stays true to its principles, it will be renowned for what it says as a brand and not just its products. 

A brand archetype, when used effectively, can really help leave a lasting impression on your audience, whether you are a small startup or a large business.

Kate Putnam

In order to improve online customers and client retention, Putnam Marketing empowers organizations to recognize their inherent skills through Brand Archetypes.

putnam.marketing.com