"*" indicates required fields

Step 1 of 13

URL

This field is for validation purposes and should be left unchanged.

Instructions

There are 48 questions, 4 for each archetype. The questionnaire will take approximately 10 minutes to complete.

Your Name*

Email*

Caregiver

Is the goal of your brand to highly serve and protect others?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Do you focus on members constantly trying to achieve balance in caring for others (e.g. kids, sick individuals, etc.)?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Do you encourage authentic action (e.g. walk the walk), provide a high level of service and do nice things for others?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Would you describe your brand as nurturing, compassionate, empathetic, fiercely protective, selfless, humble, traditional, being calm in crisis and comforting?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Total:

Ruler

Is the goal of your organization to achieve market domination through providing high-status products or the promise of safety and security?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Do you focus on customers typically concerned with image, status, or prestige who naturally gravitate towards tradition and heritage?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Do you encourage a structure that’s stable, functional, orderly, productive and harmonious, with a high control of processes?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Would you describe your brand as confident, prestigious, a leader, expert, competent, holding fast to tradition, maintaining order and providing protection?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Total:

Creator

Is the goal of your organization to recreate or re-imagine something to allow others to express themselves?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Do you focus on members who buy things not to impress others, but to express how much they love beautiful, high quality things?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Do you encourage self expression, innovation, collaboration, brainstorming, autonomy and freedom to create, dismantling old systems/processes to create something new in its place?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Would you describe your brand with a highly developed aesthetic, imaginative, non-linear, perfectionist, insightful, a storyteller, expressive and achievement oriented?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Total:

Innocent

Is the goal of your brand to help people find or realize happiness?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Does your company value simplicity and ethics?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Are your products/services based around being natural, pure, simple or predictive?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Would you describe your brand as believing in goodness, bursting with energy, wanting to make the world a better place, being a source of inspiration and motivation?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Total:

Sage

Is the goal of your brand to seek knowledge and to provide expertise and information to others?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Does your company value absolute truth and transparency, no exceptions?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Do you encourage freedom of thought, individuality, research, analysis and learning?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Would you describe your brand as an intelligent communicator, having a healthy dose of scepticism, making decisions based on factual research, loving alternative perspectives, while maintaining objectivity?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Total:

Explorer

Does your brand feel at home in the wilderness or nature?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Do you help people discover new things, find freedom to express their individuality?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Do you encourage nonconformity, individuality, decentralization and democracy?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Would you describe your brand as pushing boundaries, motivated by new experiences, on a discovery quest, loving diversity, groundbreaking or pioneering?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Total:

Rebel

Is the goal of your brand to disrupt the status quo in your industry or society?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Do you focus on customers who feel at odds with society, or law abiders who just want to let off steam?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Do you encourage free-thinking and radical ideas that push the envelope?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Would you describe your brand as a rule breaker, maverick, reformer, having an independent streak, having varying levels of shock factor?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Total:

Magician

Is the goal of your brand to foster ‘magical moments’ that feel special, novel, or exciting?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Do you focus on customers with a desire for personal transformation (e.g. from inefficient to productive, feeling lost to enlightened, from chaos to peace)?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Do you have a grandiose purpose that you believe, if you apply the right formula, success is inevitable?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Would you describe your brand as a limitless big dreamer, nothing is impossible, passionate and curious, transforming creative energy into practical expression?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Total:

Hero

Is the goal of your brand to fight an invisible enemy in a personal or social context?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Do you focus on customers who are competitive (even if just against themselves), who crave a sense of achievement in overcoming challenges?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Do you encourage dedication, achievement and a clear sense of conviction lived out daily?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Would you describe your brand as fearless, courageous, disciplined, goal oriented, a rescuer of others, fighting for the powerless?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Total:

Lover

Is the goal of your brand to appreciate customers by developing meaningful relationships?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Do you focus on customers who crave connection, who want to be loved and feel special?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Do you encourage appreciation of others, enduring respectful relationships, collaboration and consensus decision-making?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Would you describe your brand as passionate, optimistic, romantic, a trustworthy companion, dependable, a facilitator of connections?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Total:

Jester

Is the goal of your brand to grab attention by making light of things in an unconventional, silly, or overthe-top way?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Do you focus on customers that are younger or “young at heart” who are turned off by seriousness but appreciate creativity and cleverness?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Do you encourage a non-corporate fun loving culture, innovative out-of-the-box thinking and living life to the fullest each day?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Would you describe your brand as a playful entertainer, challenging conventions in refreshing ways, controversial but charming?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Total:

Everyman

Is the goal of your brand to welcome everyone with dignity afforded to each person regardless of difference?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Do you focus on members who like to fit in or feel comfortable when they’re being themselves?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Do you encourage transparency, teamwork, strong sense of pride, a casual atmosphere, welcoming family culture?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Would you describe your brand as friendly, helpful, genuine, respectful, a community connector, relatable?*

Def not us!

Partially agree

Agree

Strongly agree

That's us!

Total:

Brand Archetype Quiz

Instructions

Caregiver

Ruler

Creator

Innocent

Sage

Explorer

Rebel

Magician

Hero

Lover

Jester

Everyman

Subscribe to our insights