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…

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

Question 1 of 10

You would lose a lot of sleep if…

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

Question 2 of 10

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

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

Question 3 of 10

A poster you might hang in your office would say…

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

Question 4 of 10

To attract customers and make decisions, your brand leverages…

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

Question 5 of 10

You can’t stand…

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

Question 6 of 10

If successful in your mission, your brand would…

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

Question 7 of 10

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

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

Question 8 of 10

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

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

Question 9 of 10

10.

You get deep satisfaction from:

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

Question 10 of 10

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