What’s Your Brand Archetype?

Take this quick quiz to discover the core personality behind your brand.

1. What’s most important to your brand’s mission?

A. Inspiring others to achieve their goals
B. Helping people feel seen, loved, or cared for
C. Breaking the rules and standing out
D. Sharing knowledge and truth
E. Bringing beauty, creativity, or fun into the world
F. Creating freedom, adventure, or transformation

2. Which best describes your ideal customer experience?

A. Empowering and motivating
B. Trustworthy and supportive
C. Bold, different, and rebellious
D. Insightful and wise
E. Playful and joyful
F. Inspiring and imaginative

3. What tone does your brand voice lean toward?

A. Confident and enthusiastic
B. Warm and nurturing
C. Edgy and unapologetic
D. Clear and informative
E. Fun and witty
F. Visionary and magical

4. If your brand were a friend, it would be the one who…

A. Cheers you on to do your best
B. Checks in when you’re feeling low
C. Encourages you to break the rules
D. Has deep convos and always knows the facts
E. Makes you laugh until you cry
F. Sees potential in you before you even see it

5. What inspires your brand visuals the most?

A. Powerful images, bold colors, strong fonts
B. Soft colors, calming vibes, heartfelt photos
C. High contrast, gritty textures, bold graphics
D. Clean layouts, minimal design, icons or charts
E. Bright pops of color, quirky shapes, illustrations
F. Dreamy gradients, magical touches, layered imagery

Mostly A’s:

The Hero

Your brand is all about empowerment, confidence, and helping others reach their potential. You stand for excellence and inspire action.
Think: Nike, Peloton, Beyoncé

Mostly B’s:

The Caregiver

Your brand is nurturing, dependable, and deeply empathetic. You exist to help, support, and show love.
Think: TOMS, Dove, Calm

Mostly C’s:

The Outlaw

You’re bold, disruptive, and challenge the status quo. Your brand dares to be different and attracts loyal followers who want change.
Think: Harley-Davidson, Banksy, Liquid Death

Mostly D’s:

The Sage

You are the wise guide. Your brand leads with clarity, truth, and understanding. People trust your insights and come to you to learn.
Think: Google, TED, The New York Times

Mostly E’s:

The Jester

Your brand is here to bring joy, laughter, and lightness. You don’t take things too seriously — but you seriously connect through fun.
Think: Old Spice, Wendy’s Twitter, Mailchimp

Mostly F’s:

The Magician

You help people transform. Your brand is imaginative, emotional, and full of wonder. You turn the impossible into reality.
Think: Disney, Apple, Lush