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…

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

Question 1 of 10

You would lose a lot of sleep if…

your audience stopped caring about what you have to say.
you did something unethical.
your customers think you’ve become boring.
you were perceived as out of touch with average people.
a customer whom you bent over backwards for was ungrateful.
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.
you lost an important client to a competitor.
you had to comply with rules you don’t agree with.
your product or service didn't work as well as expected.
you discover an error in content you have been distributing.

Question 2 of 10

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

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

Question 3 of 10

A poster you might hang in your office would say…

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

Question 4 of 10

To attract customers and make decisions, your brand leverages…

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

Question 5 of 10

You can’t stand…

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

Question 6 of 10

If successful in your mission, your brand would…

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

Question 7 of 10

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

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

Question 8 of 10

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

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

Question 9 of 10

10.

You get deep satisfaction from:

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

Question 10 of 10

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