Brand Archetype Quiz | Find Out Which Archetype Your Business Is Like

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INSTRUCTIONS: For each question, drag and drop your answers to sort them in order of relevance. Your top answer should be the one that aligns most with your brand; the bottom answer should be least relevant.

A customer would describe your brand as…

fun and carefree
knowledgeable and professional
wholesome and honest
down to earth and reliable
nurturing and empathetic
innovative and artistic
adventurous and independent
courageous and determined
passionate and committed
responsible and confident
revolutionary and shocking
charismatic and visionary

Question 1 of 10

You would lose a lot of sleep if…

your work was out of control or chaotic.
you had to sell mediocre products based on someone else’s ideas.
a customer whom you bent over backwards for was ungrateful.
you were perceived as out of touch with average people.
your customers think you’ve become boring.
your work was the exact same day in and day out.
your audience stopped caring about what you have to say.
your product or service didn't work as well as expected.
you had to comply with rules you don’t agree with.
you did something unethical.
you lost an important client to a competitor.
you discover an error in content you have been distributing.

Question 2 of 10

If your brand were a person or character, it would be…

Mother Theresa (altruistic and compassionate)
Marilyn Monroe (magnetic and romantic)
Katniss from Hunger Games (brave and competitive)
Dorothy from Wizard of Oz (virtuous and honest)
Ron Weasley in Harry Potter (ordinary guy and loyal)
Lady Gaga (defiant and counter-culture)
Yoda from Star Wars (wise and thoughtful)
Jim Carrey (humorous and over the top)
Steven Spielberg (original and inventive)
King Arthur (legendary and dominant)
Oprah (spiritual and charismatic)
Amelia Earhart (pioneering and courageous)

Question 3 of 10

A poster you might hang in your office would say…

“If fate doesn’t make you laugh, you just don’t get the joke.”
“Knowledge is power.”
“If you aren’t willing to work for it, don’t complain about not having it.”
“If we were meant to stay in one place, we’d have roots instead of feet.”
“Do it with passion or not at all.”
“Don’t be afraid of the space between your dreams and reality.”
“Just be good.”
“Well behaved men and women seldom make history.”
“Love your neighbor as yourself.”
“If you can imagine it, it can be done.”
“With great power comes great responsibility.”
“Be strong. You never know who you are inspiring.”

Question 4 of 10

To attract customers and make decisions, your brand leverages…

Faith and optimism
Rewriting the rules and boldness
Competence and courage
Leadership and organization
Realism and authenticity
Generosity and communication
Wit and spontaneity
Creativity and risk taking
Wisdom and credibility
Relationships and devotion
Curiosity and ambition
Insight and imagination

Question 5 of 10

You can’t stand…

Imprecision
Authority
Being alone
Elitism
Conformity
Weakness
Chaos
Corruption
Impossibility
Being unneeded
Grave situations
Being trapped

Question 6 of 10

If successful in your mission, your brand would…

Transform your customers’ lives.
Create more stability and security for your customers.
Build something of significance with enduring value.
Spread truth and knowledge.
Help your customers feel special, connected or valued.
Have mass appeal and meet all the basic needs of your customers.
Bring simplicity and happiness to your customers.
Disrupt your industry and change conventional thinking.
Solve a big problem for people.
Deeply nurture your customers physically, emotionally or spiritually.
Bring joy and entertainment to people.
Offer your customers more freedom or more options.

Question 7 of 10

If money / logistics were not a barrier, you would love to:

Spend your time trying to understand the laws of the universe.
Become a stand-up comedian.
Host a community social gathering where the beer and food is free.
Discover a new species of plant.
Train for and compete in various physical challenges.
Move to the country to enjoy the simple life.
Make friends with very influential people.
Volunteer at a hospital or animal shelter.
Hire a team of scientists, designers and engineers to make all your ideas into reality.
Write and publish a book based on your expertise.
Create an intentional community without rules.
Treat all your favorite people to a luxurious dining and spa experience.

Question 8 of 10

If you were hiring, you would look for employees who:

have big hearts and generous spirits.
have strong-held values and sturdy reputations.
don’t back down from a challenge.
will work dutifully and efficiently toward the company’s goals.
have great ideas as well as expert execution.
are energetic and don’t take themselves too seriously.
can develop win-win solutions.
are self-sufficient and don’t need to be micromanaged.
don't mind getting their hands dirty.
are good at connecting with people and building partnerships.
will use their intelligence and critical thinking to test assumptions.
are willing to push boundaries.

Question 9 of 10

10.

You get deep satisfaction from:

finding a community who shares your ideals of morality, simplicity and predictability.
enjoying the richness and fullness of life.
the process and the outcome of creating something that did not previously exist.
seeking out new experiences that provide opportunities for learning and growth.
gathering and analyzing information and sharing it with others.
prevailing against the odds to overcome a challenge.
treating everyone as equals and building consensus.
making a difference in someone’s life.
liberating yourself and others from the status quo.
turning problems into opportunities.
motivating others to maintain high standards.
finding clever ways around obstacles.

Question 10 of 10

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