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

Question 1 of 10

You would lose a lot of sleep if…

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

Question 2 of 10

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

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

Question 3 of 10

A poster you might hang in your office would say…

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

Question 4 of 10

To attract customers and make decisions, your brand leverages…

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

Question 5 of 10

You can’t stand…

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

Question 6 of 10

If successful in your mission, your brand would…

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

Question 7 of 10

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

Train for and compete in various physical challenges.
Discover a new species of plant.
Spend your time trying to understand the laws of the universe.
Move to the country to enjoy the simple life.
Volunteer at a hospital or animal shelter.
Become a stand-up comedian.
Hire a team of scientists, designers and engineers to make all your ideas into reality.
Host a community social gathering where the beer and food is free.
Write and publish a book based on your expertise.
Make friends with very influential people.
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:

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

Question 9 of 10

10.

You get deep satisfaction from:

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

Question 10 of 10

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