Brand Archetypes and Brand Trust Development in SMEs: A Lifecycle Perspective on Sage-led Firms Enacting Innocent or Creator Secondary Archetypes

Founder-led small to medium enterprises (SMEs) often rely on symbolic cues to build trust before performance history and institutional legitimacy are available. We develop a lifecycle-sensitive conceptual model explaining how Sage-led branding (expertise, truth-seeking, guidance) shapes brand trust as firms mature and as the basis of trust shifts from relational assurance in early stages to epistemic credibility in later stages. Drawing on archetype theory and a schema congruity mechanism, we theorize how two secondary archetypes, the Creator (innovation, form-giving) and the Innocent (simplicity, optimism), moderate whether early trust carries forward over time. We propose that Sage–Creator alignment strengthens trust carryover by translating abstract expertise into tangible artifacts (e.g., tools, frameworks, diagnostics) that increase brand trust and narrative coherence. In contrast, Sage–Innocent tension can increase approachability early but risks undermining later-stage trust when trust and legitimacy expectations intensify. The model advances small business strategy by specifying when multi-archetype signaling supports scalable trust versus introduces schema incongruity that weakens trust as SMEs grow.