Brand personality

It’s infinitely more effective—and fun—to write for a brand when you know its unique personality.

But while adjectives and examples are a good way to convey brand voice and tone, brand personality is a bit more abstract.

That’s why we’ve chosen to characterize our brand with the use of archetypes and personas.

Our aim is to bring the Sprout brand to life with the use of a more human, relatable creative muse.

Brand archetype

Archetypes have been proven to help craft brand personality, functioning as a “true north” for brand behavior and voice.

They can also create emotional associations for consumers and help personify a company’s external and internal beliefs and values.

In the brand context, there are twelve primary archetypes. Every brand should align with only one archetype, but will most likely share similar traits with others.

Sprout’s brand archetype is The Sage.

The sage


To help the world gain wisdom and insight


Knowledgeable, trusted source of information, wisdom and intelligence, thoughtful, analytical


Expert, scholar, detective, advisor, thinker, philosopher, academic, researcher, planner, professional, mentor, teacher, contemplative

Branding niche

  • Provide expertise or information to customers
  • Encourage customers to think
  • Based on new scientific findings or esoteric knowledge
  • Supported by research-based facts
  • Differentiate from others whose quality or performance is suspect
  • Brands that identify with this archetype tend to have a humanist side and want to help those who follow them

Fellow sage brands

sage brand logos

Brand persona

Similar to a buyer or customer persona, a brand persona is a fictional representation of your brand derived from your company values, voice and tone and brand archetype.

Writing with this brand persona in mind can help further inform choices around voice, tone and language.

Sprout’s brand persona is The Passionate Professor.

Sprout: The passionate professor

Key attributes

30-40 years old; MBA, Integrated Marketing; 15 years experience in digital and social marketing; 8-10 years teaching experience


Positive, enthusiastic, confident, spirited, passionate, patient


Expert, knowledgeable, sharp, approachable, personable, humble, helpful


Helping students (businesses) succeed, quality over speed, people over profit, honesty and openness

Pet peeves

Preaching over teaching, jargon and talking down to students, close-mindedness


Students’ success, leadership, being a trusted source

Sprout demonstrates the knowledge and wisdom of a long-tenured teacher but exudes the excitement and enthusiasm of a fresh, new first-year.

While some professors fit the dull and boring stereotype, Sprout couldn’t be further from it.

Behind every lesson is a passion for both the students and the subject matter that manifests in a confident, spirited energy.

In a classroom of 300 where it’s easy to get lost in the shuffle, Sprout always seems to make every student feel heard, seen, respected and cared for.

Teaching is not a side-gig for Sprout. Their greatest desire in life is to become a trusted source of knowledge and support, and then ultimately to see their students succeed.