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…

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

Question 1 of 10

You would lose a lot of sleep if…

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

Question 2 of 10

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

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

Question 3 of 10

A poster you might hang in your office would say…

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

Question 4 of 10

To attract customers and make decisions, your brand leverages…

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

Question 5 of 10

You can’t stand…

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

Question 6 of 10

If successful in your mission, your brand would…

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

Question 7 of 10

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

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

Question 8 of 10

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

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

Question 9 of 10

10.

You get deep satisfaction from:

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

Question 10 of 10

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