Brand Archetype Quiz

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…

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

Question 1 of 10

You would lose a lot of sleep if…

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

Question 2 of 10

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

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

Question 3 of 10

A poster you might hang in your office would say…

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

Question 4 of 10

To attract customers and make decisions, your brand leverages…

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

Question 5 of 10

You can’t stand…

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

Question 6 of 10

If successful in your mission, your brand would…

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

Question 7 of 10

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

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

Question 8 of 10

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

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

Question 9 of 10

10.

You get deep satisfaction from:

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

Question 10 of 10

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