The Sage brand archetype is also known the thinker, expert, guru, philosopher, teacher, analyst, and investigator. Your customers want to feel educated, wise, engrossed and informed. When marketing,The Sage should use factual, authoritative and intelligent language. Avoid overly persuasive pitches and hyperbole. Marketing may be polished and dignified. Colors are often neutral or subtle colors such as gray, navy, or white. Use classic, trustworthy fonts.