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…

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

Question 1 of 10

You would lose a lot of sleep if…

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

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

Question 3 of 10

A poster you might hang in your office would say…

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

Question 4 of 10

To attract customers and make decisions, your brand leverages…

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

Question 5 of 10

You can’t stand…

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

Question 6 of 10

If successful in your mission, your brand would…

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

Question 7 of 10

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

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

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

Question 9 of 10

10.

You get deep satisfaction from:

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

Question 10 of 10

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