Brand Personalities

The Sage

The Sage is the best brand archetype at developing significant expertise; gathering and analysing information so that it’s useful to others; and contributing knowledge to almost any situation. Sage types need to be wary of ivory tower thinking, dogmatism, and coming across as lacking feeling/empathy.

Attributes: thinker, philosopher, reflective, expert, advisor, teacher, confident, in-control, self-contained, credible, wisdom, intelligence, planner, mentor, professional

Motto: The truth will set you free
Core desire: to find the truth
Goal: to use intelligence and analysis to understand the world
Biggest fear: being duped, misled-or ignorance
Strategy: seeking out information and knowledge; self-reflection and understanding thought processes
Weakness: can study details forever and never act
Talent: wisdom, intelligence

The Sage would be a good identity for brands:

  • that provide expertise or information to customers
  • that encourage customers to think
  • that are based on new scientific findings or esoteric knowledge
  • that are supported by research-based facts
  • want to differentiate themselves from others whose quality or performance is suspect

The Sage is also known as:

  • Expert/guru : Develops own knowledge and expertise to the highest level
  • Philosopher/contemplative : Uses deep thinking to seek and create clarity
  • Mentor/teacher : Shares wisdom with the world
  • Investigator : Researches and gathers information
  • Analyst : Thinks things through and synthesises learning


WRD has created a Brand Personalities online app which through a series of steps we are able to determine (alongside the business owner) what brand archetype they are. For more information on this service, please call 02 4732 4766 or email your enquiry.