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

Question 1 of 10

You would lose a lot of sleep if…

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

Question 2 of 10

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

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

Question 3 of 10

A poster you might hang in your office would say…

“Knowledge is power.”
“Do it with passion or not at all.”
“Don’t be afraid of the space between your dreams and reality.”
“With great power comes great responsibility.”
“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.”
“Just be good.”
“If you can imagine it, it can be done.”
“Love your neighbor as yourself.”
“Be strong. You never know who you are inspiring.”
“Well behaved men and women seldom make history.”
“If fate doesn’t make you laugh, you just don’t get the joke.”

Question 4 of 10

To attract customers and make decisions, your brand leverages…

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

Question 5 of 10

You can’t stand…

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

Question 6 of 10

If successful in your mission, your brand would…

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

Question 7 of 10

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

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

Question 8 of 10

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

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

Question 9 of 10

10.

You get deep satisfaction from:

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

Question 10 of 10

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