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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See you next time on Brand Chops, where we chop up brands to see what they're made of!