Chalk Talk

Brand Archetypes: What kind of Sage are you?

Are you a truth seeker and a giver of Sage advice?

If your business brand is one that thrives on knowledge, one that thrives on sharing information and discovery, then you might very well be the Sage.

Businesses that identify as the Sage archetype share traits that include excellent communication and a love of education. Curiosity and research are also strong, as is a deep respect for truth. 

The Sage archetypal family is made up of five personas, and while they share many aspects of enlightenment and connection, they also have big differences.

For example, while the Sage archetype, one of the twelve core archetypes in the full group of sixty, is about learning and expanding awareness of information, the other personas in the family have different strengths that rise to the top. What, then, do the other personas represent?


The Other Archetypes in the Sage Family…

As facets of the Sage, these archetypes exemplify different types of knowledge and truth-finding.

The Detective is the researcher, the bloodhound who delves deep into human behavior.

Tenacious and stubborn, this archetype has a need to understand, and seeks answers to the mysteries of why people do what they do.

Nielson as the Detective.

Sniffing out the answers to how and why people behave the way they do… That’s Nielsen, a global leader in audience measurement, data and analytics, and in shaping the future of media. That’s also the Detective.

Measuring behavior across all channels and platforms to discover what audiences love, Nielson (as the Detective) tenaciously bridges connections and uncovers what is hidden, providing their clients with trusted intelligence that fuels action.


The Mentor teaches, like other members of the Sage family, but is also a trainer who supports character development.

A herald or a secondary conscience, the Mentor is an excellent judge of character and is gratified by guiding others toward empowerment.

Girls Who Code as the Mentor.

Girls Who Code is on a mission to close the gender gap in computer science and technology fields, and to change the image of what a programmer looks like and does. They are the Mentor, reaching out to girls around the world with information, guidance and encouragement.

Girls Who Code believes in not just preparing girls to enter the workforce; they’re preparing them to lead it, to improve it, and to completely and totally transform it.

Closing the Gender Gap in Technology: How the Founder of Girls Who Code Is Teaching Girls Coding and Confidence

The Shaman is a bridge to enlightenment, whether as an experiential teacher or a messenger between the worlds of reality and possibility.

This archetype values inclusivity and is committed to speaking the truth.

PBS as the Shaman.

The Public Broadcasting System—PBS—considers itself America’s largest classroom, as well as the nation’s largest stage for the arts and a trusted window to the world.

PBS’s educational media also helps prepare children for success in school and opens up the world to them. It is indeed the Shaman, with a desire to be of service to humanity, and is a channel for creating an environment in which connections are made.

Truthful, sensitive and spiritual in a way not tied to religion or dogma, the Shaman archetype is all about enlightenment.


The Translator is another type of messenger, the connector and communicator.

Crossing boundaries (hurdles?) of gender, culture and time, the Translator is intelligent and intuitive, and digs below the surface to get to the truth of the message being deciphered.

Babble as the Translator.

It’s natural that a company that created the world’s first language-learning app is the Translator. Babbel’s intuitive lessons, which have led to over 10 million subscriptions being sold, center on learning a language through real-life conversations. As a literal Translator, Babble also embraces their role as a guide to bringing people together through mutual understanding.


What kind of Sage advice do you follow?

We hope you were intrigued by this discussion of the Sage archetypal family and the important nuances among the personas.


👉 Dive into archetypes and how to use them to empower your brand.

Ready to explore your brand archetypes and understand how to use them to build your business?

Red Chalk would love to chat! Schedule a consultation and let’s put the power of brand archetypes to work creating a desirable brand.

If you want to explore the world of archetypes and how they are used in brand management, we highly recommend the book Archetypes in Branding: A Toolkit for Creatives and Strategists, written by Margaret Hartwell and Joshua C. Chen.

Red Chalk Studios has been helping clients understand, develop and grow their brands for more than 20 years. Interested in building a strong and successful brand? Let’s talk!

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