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Free quiz · Brand intelligence

Brand archetype quiz: which of the 12 archetypes is your brand?

Answer 8 questions to find your brand's archetype, and what it means for how you look, sound and sell.

Answer each question

What do customers value most about you?

At a dinner party, your brand would be…

How should customers feel after buying from you?

Your tone of voice is closest to…

Your price position is…

What does your brand stand against?

The story you most like to tell is…

Your ideal visual style is…

How to use it

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    Results are a starting point based on your answers. Your answers stay in your browser.

    What brand archetypes are

    Archetypes are 12 familiar characters, such as the Sage, the Hero or the Caregiver, that people recognise instantly from stories. Choosing one gives your brand a consistent personality, so your tone of voice, visuals and decisions all point the same way.

    How to use your result

    • Use it to brief designers, writers and agencies, so everyone starts from the same character.
    • Check your website and social posts: do they sound like your archetype?
    • Most strong brands have one main archetype and a lighter second one. Your second-highest score shows that.

    Archetypes are a starting point for personality, not a replacement for positioning: you still need a clear reason for buyers to choose you.

    Questions

    What are the 12 brand archetypes?

    Innocent, Everyman, Hero, Outlaw, Explorer, Creator, Ruler, Magician, Lover, Caregiver, Jester and Sage.

    Can a brand have two archetypes?

    Most have one main archetype and a secondary one. Mixing too many makes a brand feel inconsistent.

    Should a B2B company use archetypes?

    Yes. B2B buyers are people too, and a consistent personality makes you easier to remember among similar suppliers.

    Is my data saved?

    No. Your answers stay in your browser. Nothing is sent unless you choose to email yourself the result.

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