The Sage is the intellectual, wise personality type. They’re the teacher, the mentor, the expert. They have a deep understanding of the world and are always seeking knowledge and truth.

Associated terms: intellectual, wise, knowledgeable, learned, erudite, scholarly, thoughtful, reflective, philosophical, insightful.

Core desires: to understand, to know, to teach, to be of service.

Fears: ignorance, foolishness, being wrong, being misled.

In branding, the Sage archetype is best suited for:

• Products or services that are associated with knowledge, education, and learning.
• Brands that emphasize expertise, authority, and credibility.
• Brands that promote personal growth, development, and enlightenment.
• Products or services that are designed for people who are seeking to learn and grow.
• Brands that evoke feelings of wisdom, intelligence, and insight.