Step 1 of 13 7% Instructions There are 48 questions, 4 for each archetype. The questionnaire will take approximately 10 minutes to complete.Your Name* Email* CaregiverIs the goal of your brand to highly serve and protect others?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That's us! Do you focus on members constantly trying to achieve balance in caring for others (e.g. kids, sick individuals, etc.)?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That's us! Do you encourage authentic action (e.g. walk the walk), provide a high level of service and do nice things for others?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That's us! Would you describe your brand as nurturing, compassionate, empathetic, fiercely protective, selfless, humble, traditional, being calm in crisis and comforting?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That's us! Total: RulerIs the goal of your organization to achieve market domination through providing high-status products or the promise of safety and security?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That's us! Do you focus on customers typically concerned with image, status, or prestige who naturally gravitate towards tradition and heritage?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That's us! Do you encourage a structure that’s stable, functional, orderly, productive and harmonious, with a high control of processes?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That's us! Would you describe your brand as confident, prestigious, a leader, expert, competent, holding fast to tradition, maintaining order and providing protection?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That's us! Total: CreatorIs the goal of your organization to recreate or re-imagine something to allow others to express themselves?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That'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?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That'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?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That's us! Would you describe your brand with a highly developed aesthetic, imaginative, non-linear, perfectionist, insightful, a storyteller, expressive and achievement oriented?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That's us! Total: InnocentIs the goal of your brand to help people find or realize happiness?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That's us! Does your company value simplicity and ethics?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That's us! Are your products/services based around being natural, pure, simple or predictive?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That'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?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That's us! Total: SageIs the goal of your brand to seek knowledge and to provide expertise and information to others?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That's us! Does your company value absolute truth and transparency, no exceptions?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That's us! Do you encourage freedom of thought, individuality, research, analysis and learning?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That'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?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That's us! Total: ExplorerDoes your brand feel at home in the wilderness or nature?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That's us! Do you help people discover new things, find freedom to express their individuality?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That's us! Do you encourage nonconformity, individuality, decentralization and democracy?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That's us! Would you describe your brand as pushing boundaries, motivated by new experiences, on a discovery quest, loving diversity, groundbreaking or pioneering?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That's us! Total: RebelIs the goal of your brand to disrupt the status quo in your industry or society?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That's us! Do you focus on customers who feel at odds with society, or law abiders who just want to let off steam?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That's us! Do you encourage free-thinking and radical ideas that push the envelope?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That's us! Would you describe your brand as a rule breaker, maverick, reformer, having an independent streak, having varying levels of shock factor?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That's us! Total: MagicianIs the goal of your brand to foster ‘magical moments’ that feel special, novel, or exciting?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That'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)?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That's us! Do you have a grandiose purpose that you believe, if you apply the right formula, success is inevitable?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That's us! Would you describe your brand as a limitless big dreamer, nothing is impossible, passionate and curious, transforming creative energy into practical expression?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That's us! Total: HeroIs the goal of your brand to fight an invisible enemy in a personal or social context?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That's us! Do you focus on customers who are competitive (even if just against themselves), who crave a sense of achievement in overcoming challenges?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That's us! Do you encourage dedication, achievement and a clear sense of conviction lived out daily?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That's us! Would you describe your brand as fearless, courageous, disciplined, goal oriented, a rescuer of others, fighting for the powerless?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That's us! Total: LoverIs the goal of your brand to appreciate customers by developing meaningful relationships?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That's us! Do you focus on customers who crave connection, who want to be loved and feel special?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That's us! Do you encourage appreciation of others, enduring respectful relationships, collaboration and consensus decision-making?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That's us! Would you describe your brand as passionate, optimistic, romantic, a trustworthy companion, dependable, a facilitator of connections?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That's us! Total: JesterIs the goal of your brand to grab attention by making light of things in an unconventional, silly, or overthe-top way?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That'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?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That'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?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That's us! Would you describe your brand as a playful entertainer, challenging conventions in refreshing ways, controversial but charming?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That's us! Total: EverymanIs the goal of your brand to welcome everyone with dignity afforded to each person regardless of difference?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That's us! Do you focus on members who like to fit in or feel comfortable when they’re being themselves?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That's us! Do you encourage transparency, teamwork, strong sense of pride, a casual atmosphere, welcoming family culture?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That's us! Would you describe your brand as friendly, helpful, genuine, respectful, a community connector, relatable?* 1Def not us! 2Partially agree 3Agree 4Strongly agree 5That's us! Total: PhoneThis field is for validation purposes and should be left unchanged.
