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

Question 1 of 10

You would lose a lot of sleep if…

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

Question 2 of 10

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

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

Question 3 of 10

A poster you might hang in your office would say…

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

Question 4 of 10

To attract customers and make decisions, your brand leverages…

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

Question 5 of 10

You can’t stand…

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

Question 6 of 10

If successful in your mission, your brand would…

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

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

Question 8 of 10

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

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

Question 9 of 10

10.

You get deep satisfaction from:

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

Question 10 of 10

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