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…

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

Question 1 of 10

You would lose a lot of sleep if…

you were perceived as out of touch with average people.
you did something unethical.
your work was out of control or chaotic.
your customers think you’ve become boring.
your audience stopped caring about what you have to say.
you had to comply with rules you don’t agree with.
you had to sell mediocre products based on someone else’s ideas.
your work was the exact same day in and day out.
you discover an error in content you have been distributing.
your product or service didn't work as well as expected.
you lost an important client to a competitor.
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)
Steven Spielberg (original and inventive)
Yoda from Star Wars (wise and thoughtful)
Dorothy from Wizard of Oz (virtuous and honest)
Amelia Earhart (pioneering and courageous)
King Arthur (legendary and dominant)
Ron Weasley in Harry Potter (ordinary guy and loyal)
Marilyn Monroe (magnetic and romantic)
Lady Gaga (defiant and counter-culture)
Katniss from Hunger Games (brave and competitive)
Mother Theresa (altruistic and compassionate)

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.”
“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.”
“If you aren’t willing to work for it, don’t complain about not having it.”
“With great power comes great responsibility.”
“Love your neighbor as yourself.”
“Just be good.”
“If we were meant to stay in one place, we’d have roots instead of feet.”
“If you can imagine it, it can be done.”
“Well behaved men and women seldom make history.”
“Do it with passion or not at all.”

Question 4 of 10

To attract customers and make decisions, your brand leverages…

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

Question 5 of 10

You can’t stand…

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

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.
Spread truth and knowledge.
Build something of significance with enduring value.
Deeply nurture your customers physically, emotionally or spiritually.
Transform your customers’ lives.
Solve a big problem for people.
Bring simplicity and happiness to your customers.
Disrupt your industry and change conventional thinking.
Help your customers feel special, connected or valued.
Bring joy and entertainment to people.

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.
Spend your time trying to understand the laws of the universe.
Train for and compete in various physical challenges.
Treat all your favorite people to a luxurious dining and spa experience.
Discover a new species of plant.
Write and publish a book based on your expertise.
Become a stand-up comedian.
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.
Make friends with very influential people.
Move to the country to enjoy the simple life.

Question 8 of 10

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

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

Question 9 of 10

10.

You get deep satisfaction from:

finding a community who shares your ideals of morality, simplicity and predictability.
making a difference in someone’s life.
prevailing against the odds to overcome a challenge.
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.
treating everyone as equals and building consensus.
enjoying the richness and fullness of life.
liberating yourself and others from the status quo.
finding clever ways around obstacles.
turning problems into opportunities.
the process and the outcome of creating something that did not previously exist.

Question 10 of 10

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