While researching for a brand guide development project for one of my clients, I came across a reminder for using archetypes in marketing. Each brand should have an intentional and unique voice designed to attract prospects, buyers, clients, and customers. This article shares 12 different archetypes to consider when aligning brand voice with a target market. If asked my perspective on my own archetype here, I might make a case for Sage. I do love the pursuit of knowledge. How about you?