What is your Brand Archetype?

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Quiz Questions

1.
Which two words best describe your business?
- A.
  Approachable and for Everyone
- B.
  Inspirational and Magical
- C.
  Bold and Adventurous
- D.
  Passionate and Loving
- E.
  Driven and a Winner
- F.
  Imaginative and Talented
- G.
  Caring and Considerate
- H.
  Radical and Different
- I.
  Insightful and Knowledgable
- J.
  Playful and Amusing
- K.
  Influential and Leader
- L.
  Goodness and Happiness
2.
What kind of compliment would you like to receive about your business?
- A.
  You're my hero! Thank you so much for your incredible work!
- B.
  I'm so glad that I can talk to you about this - nobody else in my life understands.
- C.
  This is amazing - I never would have thought of this. How on EARTH did you think of that?!
- D.
  Yes! I completely understand now - it's so clear with your help.
- E.
  This is groundbreaking! You're really an innovator.
- F.
  Thank you so much for taking the time to handle this - I know you're super busy!
- G.
  I always have so much fun when we talk. You're a breath of fresh air!
- H.
  THANK YOU for making this work - I know it's an unusual situation and goes against your rules, but I really appreciate it.
- I.
  The transformation I've experienced because of you... unreal.
- J.
  I really feel like this is where I can be comfortable. Thanks for creating this space.
- K.
  You always make me feel so special. How do you do it?!
- L.
  I know I'm in the right spot here - you are the absolute best of the best.
3.
Why do people search out the solution your business offers?
- A.
  They're looking for community
- B.
  They need someone who understands them
- C.
  They want to be happy
- D.
  They want to learn something
- E.
  They need your help
- F.
  They want to change their lives
- G.
  They're stuck in their situation
- H.
  They feel helpless
- I.
  They want something that's never been done before
- J.
  They need direction
- K.
  They're looking for something new
- L.
  They want to be rescued
4.
What are the TWO greatest strengths of your business? (Select two answers)
- A.
  Providing transformation
- B.
  Pushing the boundaries of the norm
- C.
  Being the fountain of knowledge
- D.
  Strong sense of identity
- E.
  Being compassionate
- F.
  Being imaginative
- G.
  Being the motivator of others
- H.
  Creating connection
- I.
  Show others a good time
- J.
  Being the dominant voice
- K.
  Simplicity
- L.
  Self-discovery
5.
What’s your business's GREATEST weakness?
- A.
  Boundaries — we go above and beyond to help our clients, but sometimes we’re too generous and don't know how to say 'no'...
- B.
  My business needs an emergency injection of personality!
- C.
  Taking on too much...leading to burnout
- D.
  Our products and services attract clients. The only issue? They don't stick around...
- E.
  We spend too much time overanalyzing and not enough time executing
- F.
  We spend too much time getting things perfect that sometimes we ignore practical advice that could get us delivering quicker
- G.
  We avoid addressing problems because we hate conflict
- H.
  We tend to waste time since we lack organization
- I.
  We are so trusting, it feels like we give so much to clients before taking payment and ultimately they go work with our competitors
- J.
  Sometimes our blunt messaging rubs people the wrong way. We want to be direct, but we come off cold.
- K.
  Being criticized that our approach in working with our clients is too dominating and overbearing
- L.
  I can't help being too controlling of our client's outcomes and results
6.
What's your main goal in your business?
- A.
  To advocate for a different way of thinking
- B.
  To motivate others to be better
- C.
  To create more freedom for you and your customers
- D.
  To achieve financial success and influence
- E.
  To build community
- F.
  To help as many people as possible
- G.
  To find and share the truth
- H.
  To transform people's lives
- I.
  To help people enjoy life
- J.
  To enjoy life passionately
- K.
  To get back to the basics, keep things natural
- L.
  To create something new and imaginative
7.
What is your greatest fear for your business?
- A.
  Being seen as cold and unapproachable
- B.
  Watching your clients fail
- C.
  Falling out of favor with your clients
- D.
  Not having any fun with your daily operations
- E.
  Having an overwhelming sense of negativity
- F.
  Being unavailable to help your clients when they need you the most
- G.
  Not being able to improve the world around you
- H.
  Not having a creative solution for the problems they face
- I.
  Having to follow the rules with everything you do
- J.
  Being unable to express your own individuality
- K.
  Not knowing how to help your clients reach their goals
- L.
  Feeling trapped or stuck in how you grow
8.
What do you believe to be true about the world?
- A.
  There's no use being bored...go out and have fun!
- B.
  What people really want is to connect with other people
- C.
  It's important to share your knowledge with others
- D.
  Things would be better if we all just took more care of each other
- E.
  Rules are made to be broken...do so responsibly
- F.
  The laws of the universe are there to be leveraged for your own success
- G.
  There's good everywhere you look...you just need to work to find it
- H.
  Inspiration is everywhere
- I.
  You CAN get what you want...you just need the help to get there
- J.
  There's always more to do or see
- K.
  It's possible to make things better...and you can help
- L.
  There's no sense in being unreachable...people want to know who you are
9.
Which content types are you drawn to the most? (Choose up to 3)
- A.
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  Motivational content
- B.
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  Ways for people to connect with you and each other to build relationships (like meet-ups, Facebook groups, twitter chats)
- C.
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  Rants/Exposés about shady characters or business practices in your industry
- D.
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  Examples and case studies of successful people or companies
- E.
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  Memes and funny videos
- F.
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  Well researched blogs/articles
- G.
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  New experiences or techniques you’ve tried and want your audience to try
- H.
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  Uplifting quotes
- I.
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  Helpful advice and tips
- J.
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  Before and after type content to show the big reveal
- K.
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  Creating beautiful images to convey your content
10.
When creating your business strategy, you mostly consider...
- A.
  How it goes against status quo
- B.
  How fun it will be to create/implement
- C.
  How it will impact your customers' lives
- D.
  How it will affect how your customers see you
- E.
  Whether it will be good for the world
- F.
  How it will make your customers successful
- G.
  How it can teach people new things
- H.
  Whether it's been done before
- I.
  Whether you know how to complete it
11.
You consider your business a success when...
- A.
  You have an opportunity to explore new ways of thinking.
- B.
  You're having a good time or creating fun memories.
- C.
  You connect with your audience on a human-to-human level.
- D.
  You teach someone something new.
- E.
  You've helped make the world a better place somehow.
- F.
  You're seen as completely unique in the marketplace.
- G.
  Your customers are successful in their goals.
- H.
  You rewrite the rules to fit your mission.
- I.
  You're able to see success in everything - even the failures and challenges.
- J.
  You solve a problem nobody else can solve.
- K.
  People rely on you to help them when they need it most.
12.
If a client is unhappy with your decisions or strategy, you...
- A.
  Show them how your way will ultimately lead to the best outcome
- B.
  Come up with a creative solution that meets both your needs
- C.
  Show them how your way will be more fun & rewarding for them
- D.
  Validate how they feel and work to help them understand your reasoning
- E.
  Change the decision to make them happy
- F.
  Encourage them to change the way they think that makes them feel you're wrong
- G.
  Encourage them to try your way and see what happens
- H.
  Hope they'll come around but you know your way is the simplest route to success

Quiz Outcomes

1.
Your brand archetype is... The Citizen!
The Everyman Brand Archetype just wants to belong, relate, and bring everyone along for the ride. They live by tried and true values, are very relatable, awesome work ethic, and just an all-around nice brand. If they forget to include someone or they are found out to have deep prejudices then they will lose all of the value they’ve established as the “Friend” brand. McDonald’s is the best Everyman Brand Archetype example we could find.Brands in the Everyman archetype aim to be on the same level as the consumer, treating them as equals and expressing traits of unpretentiousness and humbleness in their brand.The Everyman appreciates the quality and dependability in their brand. They prefer the familiar to the strange, and will, therefore, invest in brands that they trust. They have fears of being alone, and will go to great lengths to not stand out, but instead will attempt to fit in to achieve a feeling of belonging with the collective.Their simple values and a need for belonging help them develop common and wholesome virtues that endow them with a realistic perspective of the world. For the Everyman, it’s about getting the job done and properly.
2.
Your brand archetype is... The Magician!
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The Magician Brand Archetype’s goal is to help make people’s dreams come true. They help others transform their lives and are always using new ways of doing things. When things don’t work as intended, the Magician has lost everything. A classic example of a Magician Brand Archetype is the one and only Disney.The magician wants to understand the universe and their position in the world, but they fear any unintended negative consequences of their exploration. Magician brand archetypes will promote themselves as the gate to transformative experience and they will focus on individuals rather than the group, they will also usually flatter the customer and tell them to trust their own instincts.Magicians seek to understand how things work, and as a result, change lives for the better. Alternate names such as the healer and the visionary bring out this element more strongly and help us to see that it is not an archetype solely concerned with mystical experiences. On a positive note, the magician brand will be driven, charismatic and healing but on a bad day can be dishonest, disconnected, or sometimes manipulative to its customers.
3.
Your brand archetype is... The Explorer!
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The Explorer Brand Archetype can’t wait to experience more freedom. They seek out new things and escape from the mundane and tediousness of life. If ever trapped or required to conform they will be rendered empty of value. An Explorer Brand to hang your hat on as a great example is Jeep.The Explorer brand archetype craves adventure and wants to just discover the world for themselves. They are independent, ambitious and spiritual but on the negative, they can be restless, aimless and a bit flaky. The Explorer stays current with trends and encourages individual initiative to help people grow. Adventure is a means of enlightenment, and the Explorer is focused on self-discovery and self-sufficiency. They create products that promote individuality, excitement, and a way to experience new things.Customers of the Explorer embrace brands that promote freedom and discovery, especially those that let the customer embark on a journey with them. Explorer ads wont be domestic-focused, they usually are about nature and taking a risk.
4.
Your brand archetype is... The Lover!
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The Lover Brand Archetype loves relationships, desires, and feelings. Lover brands will work any angle they can to become more attractive and to create moments that excite all the senses. If a Lover brand is turned down, left all by themselves, or at a loss for something to be passionate about then they have lost the meaning of the Lover brand. A Brand that is very good at being a Lover Brand Archetype is Victoria’s Secret.The Lover is about creating relationships and evoking emotions. No man is an island – they want to make people feel special and meet this need. They see the world in the perspective… what has love got to do with the journey we call life? Everything. Lover brands like to celebrate the physical joys of being human, fostering intimacy and bliss in their consumers.The lover is passionate and represents anything that pleasures the senses – beautiful things, indulgent foods, enticing scents.At their best Lovers brand archetype will be magnetic and committed, however at their worst they can be seen as people-pleasers, obsessive and shallow.
5.
Your brand archetype is... The Hero!
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The Hero Brand Archetype’s goal is to act courageously in a way that helps improve the world around them. Brands that identify as The Hero Brand Archetype focus their marketing strategies on showing their strength and competency all the time. These brands fear vulnerabilities and weaknesses. A real-world brand that is a prime candidate for being called a Hero Brand is the United States Marine Corp.The Hero’s main motivation is to prove their worth, and their greatest fears are failure and showing weakness. Whether on the battleground, ball field, or political stage, the Hero is determined to leave a mark on the world, and it seems like often at the risk of great sacrifice.A Hero brand archetype promote themselves as good quality and superior to their competitors. As a result, the marketing of a Hero brand will often use powerful images and strong colours to communicate this.The worst thing that could happen to a Hero business would be for the rival competitor to be rated higher or be proven to be better quality. On their positive side, they are brave, determined and skilful but at their worst, they can be aggressive or arrogant.
6.
Your brand archetype is... The Creator!
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The Creator Brand Archetype’s sole purpose is to create in a way that is expressive, artistic, and visionary. As long as they are growing in their artistry, they are doing the right thing. If inspiration is ever lost or they produce mediocre work then they are doomed. Lego is built on the core principles of the Creator Brand Archetype.The Creator brand archetype is a visionary, non-conformist and authentic. The Creator has the desire to craft something meaningful and special. They love new ideas and make things happen. The Creator gets deep satisfaction from both the process and the outcome of creating something that did not previously exist and therefore a natural fit for many marketing, design, and technology brands.Being mainly driven by their core desire to produce and create exceptional and enduring works and inventions, they are most afraid of anything mediocre. Everything has to be perfect. And this very desire for perfection can lead to their downfall. At their very best they are imaginative, expressive and innovative – at their worst, they are self-indulgent, melodramatic and narcissistic.
7.
Your brand archetype is... The Caregiver!
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The Caregiver Brand Archetype is all about taking care of others by doing things for them through service and focusing all their attention on anyone but themselves. A Caregiver is never selfish or ungrateful, which is the exact opposite of everything they stand for. Campbell’s brand of soups understands the heart and soul behind the Caregiver Brand Archetype.The caregiver is driven by their needs to protect and care for others. They offer protection, safety and support for their customers. They have an innate capacity for nurturing. The worst thing that could happen to them would be for their products to be perceived as harmful or exploitative.Usually, caregiver brands have the view of the brand archetype supporting families or serving public sectors for example healthcare and education. They aim to make people take care of themselves. Almost all baby care brands are based on this archetype, which not coincidentally, also functions under a different name – the Mother.
8.
Your brand archetype is... The Rebel!
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The Rebel Brand Archetype’s goal is to break everything that doesn’t work right. Brands that identify as The Rebel aim to disrupt, shock, and defy the status quote. Conforming to standards or being trapped are the enemies of The Rebel. A great Rebel Brand to follow is Harley-Davidson.The Rebel Brand Archetype is an expert in developing truly radical ideas, services and products. Some Rebel Brands can be seen as revolutionary and these are the ones that must be careful about coming across too reckless and shaking things up endlessly.Craving revenge, the Rebel's greatest fear is powerlessness. They expose what isn’t working in the world and then overturn it in their own way. Action-orientated, they will bring fresh perspectives, new outlooks and inspirational changes.At their best, they are brave, adaptable, and free-spirited and they will position themselves as an alternative to the mainstream, making an effort to stand out. Rebel brands that are successful usually will have a cultlike following of all the people who have lost faith in traditional choices and are attracted by the Rebel’s energy.
9.
Your brand archetype is... The Sage!
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The Sage Brand Archetype loves to understand the world around them with the goal of helping others understand it too. They use self-reflection and diligence on a daily basis to seek information and knowledge. If they are ever duped or outsmarted their world falls apart. Google is your brand look-a-like when it comes to the Sage Brand Archetype.The Sage brand archetype seeks the truth and wants to find the good and the wisdom in all situations. Sage brands will promise learning and teaching knowledge and therefore will often make use of their higher levels of vocabulary or symbolic imagery.Guided by truth-seeking, the Sage is most fulfilled by finding answers to the most challenging questions. Whilst demonstrating intelligence, knowledge and keen problem-solving skills, Google is probably the most significant Sage of our time.On a good day, the sage will be wise, open-minded and articulate. However, at their worst, they can be seen as self-absorbed or cold to some.
10.
Your brand archetype is... The Entertainer!
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The Jester Brand Archetype. A Jester is having the time of their life if they can lighten up the world and help others enjoy life. They will play, tell jokes, and use lots of humor. If they ever become boring then they’ve lost the entertainer’s spirit and might as well close up shop and go into dry cleaning. Geico is a brand to watch when it comes to embodying the Jester.The Jester lives in the moment and just enjoy life. They fear boredom above everything. A Jester brand archetype tends to give out the impression that they live on the wild side and use outrageous imagery to often tease their customers affectionately.The Jester business is a clever one. Finding success through brainstorming and lateral thinking, the Jester makes sure their team is having fun while they’re at it. They motivate people to see the value of play and by allowing people to connect with their fun inner child — impulsive and unrestrained, not afraid to bend rules, not afraid to stand out, and comfortable in their own skin.The worst thing that could happen to a Jester brand would be to get embroiled in a bitter lawsuit or be seen as strict or boring. On a positive note, they are carefree and different but at their worst Jester brands can be cruel and irresponsible.
11.
Your brand archetype is... The Ruler!
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The Ruler Brand Archetype’s goal is to create success and prosperity and have a community around them that is completely bought into their own manifestation of a wealthy lifestyle. Brands that identify as The Ruler Brand Archetype focus their marketing efforts on creating a community that is all about success and making major progress on their goals. They often grow and show off their authority and their audience. Any loss of influence or control is a huge threat to them. Rolex is a quintessential Ruler Brand.The Ruler brand archetype is driven by its strong power and control. Ruler brands are known for speaking authoritatively and often spreading the idea that they are the leaders in their field. They are the headteacher, the monarch, the boss and the President, top banana and infused with a sense of wealth and success. Seen as ‘masculine’, rulers will be solid and polished to their consumers.Making order out of chaos, they will use power to create positive outcomes, however, they must be careful about dominating others or becoming overly hierarchical or political.
12.
Your brand archetype is... The Innocent!
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The Innocent Brand Archetype is all about making and spreading happiness and optimism. Innocent Brand Archetypes put everything into doing things right and being a trustworthy source. The Innocent will lose its soul if the world around it becomes bent in the wrong direction. When it comes to Innocent Brands, Coca-Cola is on top.The Innocent brand archetype has a desire to just be free and happy and keep life simple. They fear doing things wrong and being punished for it. They are often successful at ignoring and moving through barriers that would sometimes stop others, as they have the core talents of being optimistic and hopeful.The Innocent world is one of complete optimism some would say, where everything is straightforward and there are no hidden agendas or double meanings. It is a place where life can be simple. Innocent brands represent good, clean fun. This archetype can be a great brand personality for brands associated with health, cleanliness and natural products.The Innocent archetype tends to see the good in every situation, keeping faith and hope in their ideals and aiming to motivate others to also believe that everything will work out the way it should eventually.

What is your Brand Archetype?

Take our Brand Archetype Quiz to discover how to make more personal and meaningful connections with your ideal clients by understanding and leveraging the power of your brand archetype. Click on the button below to get started.

Quiz Questions

Quiz Outcomes