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

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…

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

Question 1 of 10

You would lose a lot of sleep if…

you were perceived as out of touch with average people.
your work was the exact same day in and day out.
you had to comply with rules you don’t agree with.
you did something unethical.
you discover an error in content you have been distributing.
your work was out of control or chaotic.
you lost an important client to a competitor.
your product or service didn't work as well as expected.
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.

Question 2 of 10

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

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

Question 3 of 10

A poster you might hang in your office would say…

“Well behaved men and women seldom make history.”
“Do it with passion or not at all.”
“Knowledge is power.”
“Love your neighbor as yourself.”
“If you can imagine it, it can be done.”
“If fate doesn’t make you laugh, you just don’t get the joke.”
“Don’t be afraid of the space between your dreams and reality.”
“If you aren’t willing to work for it, don’t complain about not having it.”
“With great power comes great responsibility.”
“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.”
“Just be good.”

Question 4 of 10

To attract customers and make decisions, your brand leverages…

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

Question 5 of 10

You can’t stand…

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

Question 6 of 10

If successful in your mission, your brand would…

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

Question 7 of 10

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

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.
Host a community social gathering where the beer and food is free.
Hire a team of scientists, designers and engineers to make all your ideas into reality.
Become a stand-up comedian.
Volunteer at a hospital or animal shelter.
Discover a new species of plant.
Spend your time trying to understand the laws of the universe.
Treat all your favorite people to a luxurious dining and spa experience.
Make friends with very influential people.
Create an intentional community without rules.

Question 8 of 10

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

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

Question 9 of 10

10.

You get deep satisfaction from:

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

Question 10 of 10

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