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The Sage believes education is the path to wisdom and wisdom is where the answers lie. They are seekers, driven by their desire to find truth, wisdom, and knowledge. They are more likely to pass on their wisdom to someone who can use it to change the world, rather than change the world with it themselves. Think Yoda from Star Wars.⁠
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To appeal to The Sage consider a Celebration of Life-Long Learning strategy. Pay homage to their intelligence as you communicate. Higher level vocabulary with layered or philosophical meaning will be acknowledged and appreciated while over simplified or dumbed down messages will not. They expect factual and well-researched information, which should be watertight to avoid challenges. ⁠
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The Explorer believes you only get one life, so get out and make it happen. They are driven by adventure and the unknown. The challenges the Explorer's take on are about understanding themselves more than proving to others (think Indiana Jones). Explorer's have the ability to break free of confinement and explore the rugged outdoors, where they feel at home.⁠
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To appeal to The Explorer consider a Journey Celebration strategy by challenging the confines of modern life. Promote the outdoors and the unknown as the land of the free and challenge them to explore it with your brand.⁠
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The Magician believes anything is possible. They are visionaries, transformative, and driven by discovery. The Magician strives to make dreams come true through somewhat mystical ways (think Walt Disney and Disney Magic). Magician's have the ability to take people on a journey of transformation through the experience of a magical moment.
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If your brand is to succeed in connecting with The Magician archetype, make sure your brand takes them on a transformative journey. Leadership can't use cheap tricks around The Magician and chase short term profits at the expense of authenticity, as Magician's knowledge will quickly dispel your myths.
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To appeal to them, be prepared to take them on a journey. Be mystical and reassuring by sharing with them what pi**es you off, and what the world needs more of. Developing a vision and living by it will instantly make you part of their family.⁠
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As we continue Brand Lesson 002_Connecting To Your Audience, let's dive into Brand Archetypes.⁠
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Today strategist use 12 different archetypes organized into 4 desires: Legacy, Connection, Structure and Spirituality. ⁠
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The Outlaw, Magician, and Hero are three archetypes who desire to leave a legacy.
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The Outlaw is disruptive, combative, and rebellious. The Magician is mystical, informed, and reassuring. The Hero is honest, candid, and brave.

Any of these align with your brand? No worries, next week I'll share desire set two, Structure.
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