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…

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

Question 1 of 10

You would lose a lot of sleep if…

your customers think you’ve become boring.
you discover an error in content you have been distributing.
your audience stopped caring about what you have to say.
you had to sell mediocre products based on someone else’s ideas.
a customer whom you bent over backwards for was ungrateful.
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.
your work was the exact same day in and day out.
you were perceived as out of touch with average people.
you did something unethical.
your work was out of control or chaotic.

Question 2 of 10

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

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

Question 3 of 10

A poster you might hang in your office would say…

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

Question 4 of 10

To attract customers and make decisions, your brand leverages…

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

Question 5 of 10

You can’t stand…

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

Question 6 of 10

If successful in your mission, your brand would…

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

Question 7 of 10

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

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

Question 8 of 10

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

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

Question 9 of 10

10.

You get deep satisfaction from:

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

Question 10 of 10

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