S01 E30 Brand Archetype Series - The Sage

In this episode of Brand Chops, Zack Lemear and Chris Duhaime delve into the Sage brand archetype, which emphasizes wisdom, expertise, and knowledge. They discuss how businesses can effectively embody this archetype to attract the right customers, the common pitfalls to avoid, and strategies for positioning oneself as a trusted expert in the field. The conversation highlights the importance of clear messaging, high-value content, and building trust with customers.

 

If your brand is built on brainpower, this one’s for you. Zack Lemear and Chris Duhaime crack open the Sage archetype—the personality that wins customers through rock-solid facts, thought leadership, and “aha!” moments. You’ll learn:

• How to turn research into revenue
• The line between authoritative and academic overload
• Simple copy tweaks that make complex ideas binge-worthy
• Real-world Sage inspirations—from Google to Perplexity AI—plus the pitfalls they still face

Walk away with a checklist for positioning your business as the go-to source of truth—and watch trust turn into sales.

Takeaways

 

• The Sage archetype thrives on wisdom and knowledge.
• Sage brands are trusted sources of information.
• Customers of Sage brands crave accuracy and deep insights.
• Avoid jargon and overly complex messaging.
• Storytelling is crucial for engaging customers.
• Building trust is essential for Sage brands.
• High-value content helps establish expertise.
• Sage brands should balance authority with relatability.
• Clear messaging is key to avoiding confusion.
• Next episode will cover the Hero archetype.

 

Chapters

 

• 00:00 Introduction to Brand Chops Podcast
• 00:42 Exploring the Sage Archetype
• 02:14 Characteristics of Sage Brands
• 04:07 Common Mistakes of Sage Brands
• 06:58 Positioning as a Trusted Expert
• 08:40 Recap and Next Episode Teaser

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Brand Chops is brought to you by the fine people at Pivot Creative. Pivot Creative is a full service branding and marketing agency that partners with businesses to build brands that connect so that every dollar you spend is an investment and not an expense. If you need some branding or marketing guidance, a website, a new brand or want to learn more about one of the topics we cover on the show please reach out to us at pivotcreative.com. If you know someone that would benefit from learning more from one of our shows please share the episode, visit brand-chops.com and as always, like and subscribe if you find this content to be helpful. See you next time on Brand Chops, where we chop up brands to see what they're made of!