Even in a world filled with deception, misinformation and fake news, brand types like yours continue to thrive on the pursuit and distribution of knowledge.
Your archetype’s values
Your purpose is to help people find answers to their questions and gain insight through traits like being thoughtful, intelligent and willing to mentor.
While detractors may see your analytical nature as too opinionated or overly contemplative, you know that speaking the truth and delivering facts is what’s important — after all, you don’t always have to be liked to be right.
Marketing your archetype
Your marketing message should be about providing practical, useful information and analysis so that you can become a trusted advisor or source for your audience. Make sure you’re being clear about the details and facts which differentiate you from competitors whose quality/performance may not be up to your standards.
You should position yourself as an expert, following the lead of big brands including Google, PBS or Phillips. Studying the guru-like online tactics of these and other explorer brand archetypes like Audi, Discovery Channel, or TED Talks may yield big returns.
Digital Experience Insights
When it comes to building a great digital experience, you should focus on being as detailed as possible, without overcomplicating things. Your audience will appreciate research-based facts, figures, and data, so don’t cut corners when it comes to creating content that’s actually useful.
Building an online forum, making how-to videos or encouraging users to submit questions for Q&A articles could all be great content ideas.
Don’t be afraid to use a brand voice that’s sophisticated and encourages customers to think, be remember that understanding is a top concern for sage archetypes, so make sure your overall user experience is easy-to-use and well-tested for flaws.