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

Take the 1 Day® 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…

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

Question 1 of 10

You would lose a lot of sleep if…

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

Question 2 of 10

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

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

Question 3 of 10

A poster you might hang in your office would say…

“Do it with passion or not at all.”
“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.”
“With great power comes great responsibility.”
“Knowledge is power.”
“If you aren’t willing to work for it, don’t complain about not having it.”
“Be strong. You never know who you are inspiring.”
“If you can imagine it, it can be done.”
“Well behaved men and women seldom make history.”
“Love your neighbor as yourself.”
“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…

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

Question 5 of 10

You can’t stand…

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

Question 6 of 10

If successful in your mission, your brand would…

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

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

Question 8 of 10

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

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

Question 9 of 10

10.

You get deep satisfaction from:

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

Question 10 of 10

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