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…

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

Question 1 of 10

You would lose a lot of sleep if…

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

Question 2 of 10

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

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

Question 3 of 10

A poster you might hang in your office would say…

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

Question 4 of 10

To attract customers and make decisions, your brand leverages…

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

Question 5 of 10

You can’t stand…

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

Question 6 of 10

If successful in your mission, your brand would…

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

Question 7 of 10

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

Host a community social gathering where the beer and food is free.
Discover a new species of plant.
Create an intentional community without rules.
Treat all your favorite people to a luxurious dining and spa experience.
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.
Spend your time trying to understand the laws of the universe.
Become a stand-up comedian.
Train for and compete in various physical challenges.
Write and publish a book based on your expertise.
Move to the country to enjoy the simple life.

Question 8 of 10

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

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

Question 9 of 10

10.

You get deep satisfaction from:

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

Question 10 of 10

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