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…

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

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

Question 2 of 10

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

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

Question 3 of 10

A poster you might hang in your office would say…

“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.”
“If you can imagine it, it can be done.”
“Don’t be afraid of the space between your dreams and reality.”
“Love your neighbor as yourself.”
“Knowledge is power.”
“Do it with passion or not at all.”
“Just be good.”
“Be strong. You never know who you are inspiring.”
“With great power comes great responsibility.”
“Well behaved men and women seldom make history.”
“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…

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

Question 5 of 10

You can’t stand…

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

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

Question 7 of 10

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

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

Question 8 of 10

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

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

Question 9 of 10

10.

You get deep satisfaction from:

prevailing against the odds to overcome a challenge.
finding clever ways around obstacles.
enjoying the richness and fullness of life.
the process and the outcome of creating something that did not previously exist.
making a difference in someone’s life.
seeking out new experiences that provide opportunities for learning and growth.
turning problems into opportunities.
treating everyone as equals and building consensus.
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.
motivating others to maintain high standards.

Question 10 of 10

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