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  • Vanessa Rowley-Matthew

The Sage Brand Archetype

Brands/People Who Want to: Explore Spirituality | Seek Paradise | Obtain True Freedom

Think Erykah Badu, Morgan Freeman, and Cornel West (from left to right)


As a brand strategist, I have seen how understanding the 12 different brand archetypes of analytical psychiatry can help businesses create a unique identity that resonates with their target audience. In this blog post, we will focus on the Sage Brand Archetype, its values, and how it connects to consumer behavior. We will also explore how to appeal to the Sage Brand Archetype in marketing and communication, as well as compare this archetype to the influential Cornel West.


The Sage Brand Archetype and Carl Jung


The Sage Brand Archetype is one of the 12 brand archetypes defined by Carl Jung. Carl Jung "was a Swiss psychiatrist and psychoanalyst who founded analytical psychology. Jung's work has been influential in the fields of psychiatry, anthropology, archaeology, literature, philosophy, psychology, and religious studies," according to Wikipedia.


According to Jung, archetypes are universal symbols or themes that are deeply ingrained in our psyche and help us understand the world around us. The Sage Brand Archetype represents wisdom, knowledge, guidance, and intelligence. Sages are the wise mentors who have devoted their lives to learning and sharing their knowledge with others. In short, they are life-long learners. They are also the trusted advisors who inspire and guide others to achieve their goals.


Values of the Sage Brand Archetype


The Sage Brand Archetype is characterized by several values that can help businesses create a brand identity that resonates with their target audience. Here are five key values of the Sage Brand Archetype:


  1. Wisdom: Sages value knowledge and intelligence. They have a deep understanding of the world around them and are always seeking to learn more.

  2. Integrity: Sages are honest and transparent. They believe in doing the right thing, even when it is not easy.

  3. Trust: Sages are trusted advisors who provide guidance and support. They build long-term relationships based on trust and respect.

  4. Patience: Sages are patient and calm. They take the time to listen to others and provide thoughtful guidance.

  5. Reflection: Sages take time to reflect on their experiences and learn from them. They are introspective and seek to improve themselves and others.


Connection to Consumer Behavior


Understanding consumer behavior is essential for businesses to create effective marketing strategies. The Sage Brand Archetype can appeal to consumers who are seeking knowledge and guidance. Sages are respected and trusted advisors who provide valuable insights and guidance to those who seek it. By incorporating the values of the Sage Brand Archetype into their branding and messaging, businesses can create a sense of trust and authority with their target audience.


Appealing to the Sage Brand Archetype in Marketing and Communications


To appeal to the Sage Brand Archetype in marketing and communication, businesses can focus on creating content that is informative and insightful. Get a little nerdy if you like! This can include blog posts, social media content, and educational materials that provide valuable knowledge and guidance to the audience. Brands can also use a calm and reassuring tone in their messaging, highlighting their integrity and trustworthiness.


Comparing the Sage Brand Archetype to Cornel West


Cornel West is the best and a prominent philosopher and scholar who embodies the values of the Sage Brand Archetype. He is known for his deep knowledge and understanding of history, politics, and philosophy. His work focuses on social justice and promoting the well-being of all people, particularly those who have been historically marginalized. His calm and thoughtful demeanor, with assertiveness when needed, along with his integrity and trustworthiness, make him a trusted advisor and mentor to many.


Final Thoughts


In conclusion, the Sage Brand Archetype represents wisdom, knowledge, and intelligence. Sages are trusted advisors who inspire and guide others to achieve their goals. By understanding the values of the Sage Brand Archetype and incorporating them into their branding and messaging, businesses can create a unique identity that resonates with their target audience. Again, Cornel West is an excellent example of the Sage Brand Archetype in action, and his work can serve as a model for businesses seeking to embody these values in their brand identity.


Need help giving your brand a personality? Let's connect!



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