Brand Archetype Quiz

Take the Bizzy Bizzy Brand Archetype Quiz and download our free ebook "Discover Your Brand Archetype" to see how your brand fits into the 12 classic brand archetypes.

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…

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

Question 1 of 10

You would lose a lot of sleep if…

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

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

Question 3 of 10

A poster you might hang in your office would say…

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

Question 4 of 10

To attract customers and make decisions, your brand leverages…

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

Question 5 of 10

You can’t stand…

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

Question 6 of 10

If successful in your mission, your brand would…

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

Question 7 of 10

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

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

Question 8 of 10

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

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

Question 9 of 10

10.

You get deep satisfaction from:

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

Question 10 of 10

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