The Expert Brand Archetype

The Expert Archetype is one of 12 personas that have become my #1 strategy for effective and strategic branding. Each of these archetypes identifies a recognizable brand that your business probably already fits right into – and knowing your archetype will give you clarity about how to attract the right clients.

These 12 brand archetypes have been built out over the years by design and branding experts, but the general term was coined decades ago by Carl Jung. As we know, there’s definitely psychology in all great marketing strategies! By expanding on Jung’s original list of four archetypes, designers can use one of the current 12 to create a brand that feels true to your voice, vibe, and vision. That will lead your audience to connect with you in an authentic way — and ultimately, buy whatever you’re offering.

The best part about identifying your own brand archetype is that your ideal clients will probably identify with it too. When you get clear about your brand, you’ll attract people who are looking not just for your product or service, but for someone like you as a business owner. You can take my brand quiz to find out your archetype, or you can learn more about the 12 brand archetypes on the blog. Today, we’re chatting about The Expert. 

The Expert Archetype: An Overview 

Experts are all about understanding the world around them through research and reflection — and then teaching others how to understand it, too. They’re educated and wise, and they know how to distill complicated information in ways that are easy to process and retain. Everyone loves having an expert around for those hard-to-grasp concepts! If your brand falls into this category, you probably love helping people find answers to even the trickiest questions. 

Expert archetypes love facts, but it’s important for them to remember that sometimes, they have to stop studying those facts and start acting on them! Their audience loves them because The Expert keeps them informed and “in the know” on what matters most to them. They offer wisdom and valuable perspective to every conversation. 

The Expert May Also Be Known As The Sage Archetype:

This archetype may not feel totally right to you if your business isn’t outright focused on knowledge or teaching – but don’t walk away just yet. The Human archetype is really about who you are and how you appeal to your clients, not your specific industry! This persona can also be called: 

  • Sage
  • Scholar
  • Thinker
  • Advisor 
  • Teacher

The Sage Archetype Brand Atmosphere (i.e. Visuals and Aesthetics)

Brands with The Expert archetype typically highlight soothing colors that draw people in and welcome them. Brands like this aren’t trying to lure you in with bright colors or shock value – instead, their visuals match their vibe: calm, cool, collected, and wise. Expect to see minimalist design, neutrals, earth tones, and black and white.

The Expert Archetype Brand Voice & Messaging 

If you’re an Expert, your brand voice is factual and authoritative without being too bland or dry. Your heart for educating others comes out in your words, and you love breaking down complex details or situations into compulsively readable material. Your audience is engrossed with everything you publish or say. You’re probably an avid reader or a lover of statistics. 

Share your archetype in your brand by doing more than just distilling information. Instead, clue your audience into how you arrived at your conclusions, showing them your sources, stats, and your analysis process. 

The Sage Archetype Client

Expert clients want to feel like they’re learning something when they interact with your brand – even though they’re likely already pretty educated themselves. Don’t be afraid to use academic jargon or more formal language to establish credibility – they’ll love it! Make them feel like they are a part of the learning process, because they hate being talked down to or treated as ignorant just as much as you do. Give your audience an invitation to a consistently reliable information source, and they’ll keep coming back for more. 

Your Brand Is Likely A Fit for The Expert Archetype If:

  • Your product or service is committed to education, whether that’s about current events or a specific niche. 
  • You help people process and learn about the world around them. 
  • You emphasize tested facts, not off-the-cuff opinions.  

Well-Known Expert Brands

Google • The Wall Street Journal • BBC • The New York Times 

Well-Known Expert Characters

Yoda • Albert Einstein • Hermione (Harry Potter)

My Clients Who Identified with The Expert Archetype: 

Addie Gray Digital • John Egan • KHB Financial