If you clicked on this post, you’re probably a brand strategist. Or maybe you’re a website designer, copywriter, or interior decorator.
You help people strut their stuff with an authentic voice and vibrant colors. Let’s be real—you help us speak our truth. The rest of us NEED people like you!
But here’s the problem. Marketing takes effort, and you’re too busy working with clients to find new leads. Imagine if you could create a hands-off marketing strategy that consistently brought in clients.
Oh wait… you can! All you have to do is create a brand quiz. Many of our clients work in branding and have seen major results with quizzes—like $100k in revenue, sort of results.
In this post, I’ll teach you everything you need to know about brand quizzes. You’ll leave this guide knowing how to create, promote, and optimize your brand quiz.
Table of contents
- What is a brand quiz?
- Why create a brand-style quiz?
- 5 examples of a brand quiz
- Before designing your brand quiz
- How to create a brand quiz with Interact
- How to optimize your brand quiz
- Promoting your brand quiz
What is a brand quiz?
Taking a brand quiz will tell you what brand style you and your business embody. You’ll learn a few things about your brand personality, such as your voice, color scheme, and values.
Just about anyone can take a brand quiz. Enterprise companies, small businesses, and entrepreneurs are all great candidates.
But why should you create a brand quiz?
Why create a brand-style quiz?
A brand quiz is perfect for brand strategists, web designers, and copywriters. Anyone who helps others find their voice through design would thrive with a brand quiz. Some examples include an interior designer and UX designer.
Many of our clients work within the brand industry and have received amazing feedback after users take their quizzes. Let’s go over a few of their wins.
1. Attract clients
Kayla Hollatz is a website copywriter and content creator. She used a “What is your brand voice style?” quiz to attract more copywriting projects.
And the results? Kayla locked in four copywriting projects worth $2,500-$3,500 each! As you can see below, her conversion rate is pretty impressive at 42.7%.
Something else to note is how long it took Kayla to build a quiz—only one day! One day’s work for over $10,000 in sales? Sounds like a deal to me.
Kayla mentions how she relied on organic traffic to drive users to her quiz. Imagine what her numbers would’ve been like if she invested in paid ads.
And one more thing—Kayla’s quiz is evergreen. She hasn’t touched her quiz in over a year and she’s still getting new clients. “I still get emails from people who are just discovering the quiz and love it, even though they have no idea I haven’t had to touch the quiz for over a year. It’s been a great way to personalize my marketing while being really hands-off.”
2. Skyrocket your revenue ($100k worth!)
I bet your eyes widened when you saw $100k, right? You’re not the only one. Kaye Putnam’s quiz, “What’s your brand personality?” scored $100k in online course revenue!
Kaye bases her brand consulting on twelve brand archetypes, so creating a quiz was perfect for her business model. She uses a quiz to guide users to their archetype-focused online course.
After building twelve individual landing pages, results pages, and lead magnets for each archetype, it’s no wonder that Kaye received amazing feedback. Her quiz offers insane value!
The image on the left shows quiz views, while the image on the right shows quiz starts. So, 47.2% of users started her quiz—not bad!
If you have online courses, ask yourself how you can use a quiz to drive sales. Perhaps you can build a result for each online course, like Kaye did.
3. Grow your email list
Our quiz software is built for email marketing. When someone takes your quiz, they can exchange an email for their results.
Sibela Ribeiro’s “Do you know your visual brand style?” quiz is a key component of her email list.
Using a quiz, Sibela generated six times more email subscribers! Email subscribers are a great way to send promos, resources, and online course launches.
We’ll go over how to optimize your quiz for email marketing later. But first, let’s go over different types of brand quizzes.
5 examples of a brand quiz
In this section, I’ll cover the five different types of brand quizzes and what makes each of them stand out. Get ready for major inspiration.
1. What’s your brand cocktail
TONIC Site Shop sells customizable website design and templates. As the shop’s theme is cocktails galore, it’s no wonder they created a “What’s your brand cocktail?” quiz.
A brand cocktail quiz is creative, fun, and unique. Their quiz alone is a perfect example of how brand-savvy TONIC is. Is there a way for you to integrate your brand with your brand quiz?
Another win for TONIC’s quiz is their questions.
Their questions get brownie points for continuing the cocktail theme. But they also ask insightful questions about their audience’s wants in a brand.
Some other questions they ask are…
1. You’re garnishing a drink, which do you choose?
- Twist of lime—always fresh, always appropriate.
- A pink umbrella—now it’s a cocktail party!
- A bourbon-soaked cherry—extra bourbon, light on the cherry.
- You don’t garnish champagne, darling.
2. How long have you been sitting on the business barstool?
- I’m so new, I’m practically falling off.
- 1-2 years.
- 3 years or more.
- I’ve basically been around since the dawn of time.
3. So your brand walks into a cocktail party. What’s next?
- I’ll be both starting the party and ending the party, thank you. Good thing ALL my shoes are dancing shoes.
- Um, I probably planned this party, so I’ll be working the room, champs in hand, telling my most charming stories.
- I’ll slide onto the barstool, order anything with whiskey, and stare meaningfully into the distance.
- Why am I at a cocktail party when there are shows on Netflix? (I’m into more of a small group scene).
Oh, and I forgot to mention that TONIC scored $50k in sales with their quiz. Not too shabby.
2. What’s your brand personality?
We’re going to talk about Kaye’s quiz again because it’s so dang good.
Sure, her quiz title “What’s your brand personality?” isn’t creative, but her results are. Kaye uses twelve brand archetypes to describe her quiz-takers. She found these archetypes from the book, “The Hero and the Outlaw” and implemented them into her quiz strategy.
Integrating a personality system into a quiz can boost your value. Is there a personality system you can implement to structure your quiz?
But Kaye’s landing pages are her biggest win. She built a landing page for EACH archetype.
Quiz landing pages promote your quiz and get users excited to take it. Are you up to building a landing page for your brand quiz?
Check out one of Kaye’s landing pages, as well as our guide: How to Create a Quiz Landing Page that Works.
3. Website personality quiz
If you’re a website designer, then this quiz is up your alley. Elizabeth McCravy uses a “What’s your website personality?” quiz to attract clients and sales.
Her biggest win is offering a free infographic template AND a 10% discount to all quiz-takers.
Elizabeth’s discount is a nice way of saying, Thank you for taking my quiz! Is there something similar you can offer to make your quiz stand out?
4. What’s your visual brand style?
We mentioned Sibela’s, “Do you know your visual brand style?” earlier, but her quiz offers a ton of value—so we’re going to talk about it again!
Sibela’s win is her quiz freebie. She offers a personalized ten-page visual brand guide with descriptions, color palettes, font combinations, and imagery.
It’s not uncommon to offer an in-depth guide after taking a quiz, but Sibela wins at displaying her freebie. The clear image and detailed description of her guide communicate how valuable it is.
When you create a freebie, consider how you can communicate how awesome it is to your audience.
5. If your brand was a wine, which varietal would you be?
The last brand quiz we’ll talk about is Copy Uncorked. Copy Uncorked is a copywriting agency. They used a “If your brand was a wine, which varietal would it be?” to find clients.
Copy Uncorked’s branding is all about wine. So their win is using their brand to create a “brand wine” quiz. We also saw this in TONIC’s quiz, “What’s your brand cocktail?”
Is there a way you can integrate your brand with your quiz?
Before designing your brand quiz
There are a few things to consider before designing your brand quiz. Let’s go over each one in detail.
1. Have a plan
Every successful brand quiz has a plan. A plan includes your quiz theme, promotion strategy, and goals.
Quiz theme—Choose a theme that integrates with your brand and audience. And make sure your theme is evergreen! In other words, choose something you won’t have to touch when it’s finished. The beauty of a quiz is its hands-off quality.
Promotion strategy—Are you going to promote your quiz organically? With paid advertising? Or both?
We won’t talk too much about promotion strategy here, as we’ll go over this at the end of the guide.
Goals—What do you want to get out of your quiz? Maybe it’s more email subscribers. Or perhaps you’re launching an online course and want as many sales as possible.
Once you’ve mapped these out, start brainstorming quiz specifics, like your quiz questions and results pages.
2. Think of good questions
Questions are the meat and potatoes of your brand quiz. Without them, a quiz is nonexistent. The best quiz questions are insightful, relatable, and fun.
We’ll start with insightful. Have you ever read something and thought, Wow, I’ve never thought of it like that before?
This is the response to aim for. Ask questions about topics your audience isn’t used to thinking about—it’ll help you stand out.
Asking insightful questions means using different formats and rephrasing questions.
Different formats—Change the question format of your quiz with true-or-false, this or that, and scenario questions.
Rephrasing—Instead of the generic “Describe yourself in three words” question, change it up! You can ask something like, “What’s your spirit animal?” or “If you won an award, it would be for…” instead. Get creative!
Now let’s talk about relatable questions. The best relatable questions come from your audience. What are their wants, struggles, and desires?
Ask them questions that make them feel heard. Look through your social media, email list, and website to see what your audience needs answered the most.
All in all, quiz questions are just plain fun. Most users are looking for a quick and simple quiz to take. So feel free to use punchy copy, exclamation marks, and images!
Imagine if the question, “How would you want to describe your colour palette?” had no images. It would be bor-ing!
Images are especially important for brand quizzes. Most of your questions are visual, so use images when you can!
3. Build a jam-packed results page
Something else you’ll need before designing your quiz is a results page. A results page does more than give your quiz-taker’s results. It also:
Guides users to your services—A results page is the bridge between your quiz and services. Along with the results, make sure to offer free resources on your website. This way, users will organically head to your business.
Provides value—The best results pages offer incredible value. Some examples are freebies, blog posts, videos, e-books… you get the picture.
Find something your audience needs and give it to them in their results.
Builds your email list—Build an email opt-in page so users will enter their email address to view their results. You can also ask for their email on the results page. But why not both!?
Let’s take a look at one of Kaye Putnam’s results pages below. To refresh your memory, Kaye created a “What’s your brand personality quiz?” using twelve brand archetypes, and she generated $100k in revenue from it!
Let’s review her landing page for the “Creator” archetype.
Starting from the top, Kaye provides instant value with a video describing the Creator Brand archetype.
If you’re not video-savvy, you can always record yourself talking about each result. All you’ll need is good lighting and a script!
Moving on, Kaye points out the top three brands that embody the creator.
User’s could look at each brand and examine how they use their archetype to the fullest. She also lists a few characters with this archetype.
Giving your audience examples of their brand type helps them visualize their type and get ideas.
So now that Kaye has explained the creator, she lists a few traits about them.
Any results page will include a list of traits. But notice how she customizes this list to her brand quiz with traits like “Voice” and “What customers FEEL.” These are the types of things users want to know about their brand type.
Kaye also adds a Pinterest board of Creator brand inspiration.
Adding a Pinterest board doesn’t only encourage users to explore their type. It also advertises her Pinterest account, which means getting more Pinterest traffic and leads.
And last, Kaye offers a free “Creator Brand Archetype Inspiration Kit” to tie it all together.
All you have to do is enter an email to get the free resource. After going through the results page, most people will be DYING to learn more about their archetype. The freebie is the cherry on top.
Check out our post, How to Create Quiz Result Landing Pages that Dazzle Your Audience, for more result page tricks.
How to create a brand quiz with Interact
It’s easy to design a quiz with Interact! Some notable features we offer include:
Conditional logic—Personalize questions based on the quiz-taker’s answers.
Email marketing—Integrate your email software with your quiz.
Quiz design—Decorate your brand quiz with theme colors, images, fonts, and more.
Quiz templates—We have over 800 quiz templates ready to be published!
Social media sharing—You can share your quiz with every social media channel and implement Facebook ads.
Look for more of our features and sign up for an account here. When you’re ready, head back to this guide and follow our tutorial!
Table of contents
1. Choose a template
2. Design your quiz
3. Build the cover page
4. Create your questions
5. Build the results
6. Correlate questions and answers
1. Choose a template
On your quiz dashboard, click Create New Quiz to get started.
Next, you’ll see our quiz templates page. I’ll use the template, “What’s your awe-worthy brand archetype?” for this tutorial.
And if you want to build your own quiz, click the Start From Scratch option.
2. Design your quiz
Quiz design is the most fun part of the process! Our menu at the top lets you change your quiz colors, font, and logo.
As a brand strategist, you know how important visuals are. So feel free to choose a color palette, font, and logo to represent your brand well.
3. Build the cover page
Your cover page is like a first impression—if a user doesn’t like your cover page, they’ll move on to something else. So it’s important to build a high-converting page with an optimized title, image, and description.
The quiz title, “What’s your awe-worthy brand archetype?” could’ve easily been “Take the brand archetype personality quiz.” The second option isn’t bad, but it doesn’t reel in users as much as a question. Because let’s face it—people LOVE answering questions!
As for the description, tell users about your quiz and why they should take it. Make sure to use their desires to amp up the conversions. You can also add a few incentives, like “It only takes 2 minutes” or “When you’re done, you’ll get a (freebie).”
And then there’s the image. If you have images related to your business, use one as your cover page. Or else, pick something that relates to your quiz.
Oh, and let’s not forget about the call to action! You can keep the go-to, “Take Quiz,” or create something more targeted, like:
- Learn your brand archetype
- Transform your business brand
- Find out your brand voice
4. Create the questions
We already talked about how to ask good questions, so let’s get straight to the design.
One of the best parts of creating a quiz is making grammatical errors… on purpose. That’s right, feel free to use fun words like “biz,” or “ah-mazing.” We promise the grammar police won’t come after you.
Use your brand colors to spruce up the questions, as well as images!
Adding answer images makes your questions pop. You can always click Use Text Answers to remove them.
And if you click Show Question Image under the quiz title, you can add another image with our gallery or an upload.
5. Build the results
Designing your result pages is similar to your question pages. Feel free to look back at Kaye’s result page for inspiration.
As you go through our results page, notice how it’s designed using a specific layout. Let’s go over this layout, starting from the top.
Results—Tell your audience their results loud and proud at the top of your page! Use a photo to describe the results, too.
Description—Note the user’s strengths, weaknesses, and desires with a description. Don’t be afraid to get into detail about their type. The more, the better.
Introduction—Quickly introduce yourself, your business, and what you do. Tell them why you want to help them build a brand strategy.
Free resources—Offer at least three free resources about their type. Some ideas are a blog post, video, podcast episode, and infographic.
Call to action—Tell your audience what to do next with a CTA button. Whether it’s signing up for your email or watching a webinar, make sure they know their next steps.
And be sure to add images, brand colors, and interesting fonts to your results!
6. Correlate questions and answers
The last thing you need to do is correlate your questions with your answers. This means choosing the best result for each answer per question.
Correlating your questions and answers is crucial to giving accurate results. Head back to your question pages and click Edit Result Correlations to get started.
From here you can correlate your answers with a result. Feel free to correlate with more than one result if you’d like. And don’t forget to do this with every question and answer!
When you’re done, click the eye icon at the top right to preview your brand quiz.
Like what you see? Hit Publish and your brand quiz is ready to go!
How to optimize your brand quiz
Now that you’ve created your brand quiz, you might be thinking, What’s next? As a brand strategist, you can do a few things to make the quiz the best it can be.
We’re going to use Lisa Furze’s “Brand personality quiz” strategy to explain how you can optimize your quiz.
1. Build an email opt-in
An email opt-in page asks users to give their email address in exchange for their quiz results.
You’ll have no problem building an email opt-in form, as our quiz software will give you all the tools. What matters is the content—specifically the description.
In Lisa’s description above, notice how she states what users will get in exchange for their email address.
She says, “… along with your link to a free video workshop that teaches you how to use brand personality (plus 2 other foundational pillars) to create a strong brand message and visual identity.”
A few things here: Lisa says the magic word “free,” incentivizing users to take her free quiz to receive a free guide.
Second, she offers an awesome freebie (video workshop) and explains what’s inside. Her audience is getting no surprises here—they know exactly what’s in store.
The last thing to note is the “Skip this step” button under the call to action. Allowing someone to skip your email opt-in might not sound like a good strategy. I mean, why would you let someone get their results without giving an email?
An optional email opt-in gets rid of low-quality leads. By low-quality, we mean leads who have no interest in your business. Why add new subscribers who are going to unsubscribe or leave your emails unopened, anyway?
Now that you know how to create an awesome email opt-in, we’ll show you how to set it up with Interact.
On your quiz dashboard, go to Lead Generation and toggle the button to on.
The first thing you’ll do is choose what appears on the opt-in form. Starting with Select Contact Fields, decide what info you want to collect. Most businesses do fine with a first name and email address.
Next is Form Settings.
And last is your form content.
Click anywhere on the form to edit your title, description, and CTA button. You can also change the color of your CTA button.
When you’re done, hit Next at the bottom and continue integrating your email marketing software with Interact. You can check out our post, How to Build Your Email List Using Quizzes, to learn more about email opt-ins.
2. Send an impressive first email
Now that you have a new list of email subscribers, you can share what you promised! Your first email should include a copy of the user’s quiz results and freebies.
If you’re thinking, Wait, that’s it? Shouldn’t I tell them about my business and services?
You don’t want to scare off users by promoting your services in the first email. Give them what you promised first. As you continue your email sequence, you’ll tell users more about your products and why they should buy.
Continuing with Lisa’s brand quiz strategy, let’s talk about her first email—starting from the top.
Lisa starts off the email with the quiz-taker’s results and even links to the results page. See why results pages are so important?
Next, she gives them advice on how to interpret their quiz results.
Notice how she offers branding expertise with the three branding pillars. She didn’t offer this information in her results pages; she shares it with her email subscribers.
She ends the email with what she promised, a free branding video.
Her email copy doesn’t need to promote her services… her freebie does all the promotion. And because it’s free, users won’t feel pressured to buy anything.
All in all, the first email is solely an introduction. Say “hi” to your quiz-takers, give them what you promised, and follow up with them using a series of emails.
Most quiz email sequences go something like below:
First email—Results and freebie
Second email—Give your readers additional resources to learn about their brand type. You might want to offer more resources, like a blog post or video. Make sure your resources are actionable and lead to your services.
Third email—Introduce yourself and explain how you help others find their brand. Tell users a story about how you got into the industry. Feel free to offer some insight into your services, too.
Fourth email—Now that your readers know who you are, tell them about your product! Sell it with a customer story, offer a discount, or both. Figure out what will convince your reader to take a chance on you, and then do that.
For specific instructions on how to write an email sequence, check out our post, How to Write the Perfect Followup Email Sequence for Your Quiz.
3. Create an irresistible freebie
We’ve talked about freebies a lot in this post, so we might as well dedicate an entire section to them.
Quiz freebies are EVERYTHING. They tell your audience about your biz without being too salesy.
As you think about what kind of freebie to offer, don’t be afraid to go big. Give your audience as much value as possible, and they’ll return the favor.
Let’s take a look at Lisa’s freebie.
When you take Lisa’s brand quiz, she offers a 48-minute workshop. You read that right—48 minutes! How much more value can you offer than a thorough presentation?
Plus, Lisa’s video dives deep into her branding strategy. She’s showing off her expertise without actually showing off. And her audience gets an inside look at how she strategically works with brands. It’s a win-win!
You might be wondering what other freebies you can use for your brand quiz. Below are some examples.
A masterclass—Record an hour-long masterclass about each branding type and how they can implement their style to their business.
A downloadable guide—Build a “visual branding guide,” similar to what a masterclass would talk about, but on paper.
A consultation call—Offer a 30-minute call, where you answer questions and create a plan to strategize the person’s brand.
An audit—Audit their website and point out strengths and weaknesses from a brand perspective. Then, offer ways to improve their website with your business!
There are more freebies out there than blog posts. Go one step further and build something your audience can keep with them for years to come.
Promoting your brand quiz
Once you create your brand quiz, get it out in the open! Our software assists you in promoting your quiz on your website, social media, and email. Let’s talk about all three.
If you head over to any business with a quiz, you’ll see something like the below on their homepage.
It’s easy for visitors to take your quiz if it’s on your site! We suggest adding your quiz to your homepage and using popup ads to promote throughout your website.
You can check out our post, How to Embed Your Quiz on Any Website, for a tutorial.
Another way to promote your quiz with your website is to use popup ads.
When done right, a popup ad effectively (and literally) gets your quiz in front of web visitors. With Interact, you can decide how many seconds until it appears, as well as your popup ad content.
Check out our tutorial on promoting your quiz with a popup ad for a step-by-step guide.
Quizzes are share-worthy, so don’t forget to promote your quiz with your followers.
You can promote your quiz on Pinterest, Twitter, Facebook, and LinkedIn with our software. When it comes to Instagram, go ahead and add the link to your bio (IG doesn’t allow links in posts).
Learn how to embed your quiz on social media with this guide.
If you already have an email list, send users a quick “Hey, my quiz is live!” email and spread the word. Your subscribers will probably share with friends and family.
Oh, and you can also build a landing page to promote your quiz with any landing-page builder. Our software integrates with builders like:
And feel free to check out our guide on creating a landing page that actually works.
Your next steps
We finally made it to the end! Now you know everything about creating a brand quiz:
Why you should create a brand quiz—More clients, sales, and email subscribers! Nothing to lose here.
Five examples of brand quizzes—and the secrets that make them phenomenal.
What to do before designing your quiz—Plan your quiz strategy with a quiz theme, promotion strategy, and goals. Also, don’t forget to ask insightful quiz questions and build a results landing page.
How to design your quiz—With our software, you can design your quiz in a day or less.
Optimize your brand quiz—A good quiz includes questions and results. And an excellent quiz includes an email opt-in form, email sequence, and freebie.
Promoting your work—The most popular ways to get your quiz out there is with social media, landing pages, and email!
So what’s next?
Check out our post, 90+ Thoughtful Quiz Questions to Ask as a Coach and find 15 brand-style questions to add in your quiz! And if you haven’t already created an Interact account, what are you waiting for?