Brand Archetype Quiz

Based on Mark & Pearson’s framework (“The Hero and the Outlaw”).

How it works
  1. Rate each statement from Strongly Disagree to Strongly Agree.
  2. Answer as your brand, not as an ideal you wish to be.
  3. When finished, click View Results to see your Primary and Influencing Archetypes.
This field is for validation purposes and should be left unchanged.
1. We aim to make life feel simple, safe, and good.(Required)
2. Our tone is optimistic and hopeful, not cynical.(Required)
3. We emphasize purity/wholesomeness over edge or irony.(Required)
4. Customers trust us to 'do the right thing'.(Required)
5. We position ourselves as relatable, friendly, and down-to-earth.(Required)
6. We focus on practicality and everyday usefulness.(Required)
7. We avoid pretension and insider jargon.(Required)
8. Community and belonging matter more than status.(Required)
9. We help people achieve tough goals and measurable results.(Required)
10. We value courage, discipline, and high standards.(Required)
11. We love a worthy challenge and outperform competitors.(Required)
12. Our stories showcase triumph, grit, and perseverance.(Required)
13. We exist to care, protect, or serve others.(Required)
14. Empathy and reassurance are central to our voice.(Required)
15. We prioritize safety, comfort, and wellbeing.(Required)
16. We build trust through consistent support.(Required)
17. We champion independence and personal discovery.(Required)
18. We help customers go further, see more, or try new paths.(Required)
19. We resist conformity and celebrate individuality.(Required)
20. Freedom and open horizons define our brand.(Required)
21. We obsess over design, craft, and originality.(Required)
22. We enable self-expression and creativity for others.(Required)
23. Innovation and making are part of our DNA.(Required)
24. We value aesthetics and imagination as strategic assets.(Required)
25. We set standards and lead our category.(Required)
26. Order, reliability, and control are important to us.(Required)
27. We appeal to those who want the best, with confidence.(Required)
28. Our brand expresses responsibility and authority.(Required)
29. We create meaningful transformation for customers.(Required)
30. Insight and 'aha!' moments are part of our promise.(Required)
31. We connect the dots in unexpected, inspiring ways.(Required)
32. Our experiences feel immersive or even a bit 'magical'.(Required)
33. We build emotional intimacy and long-term relationships.(Required)
34. Sensory details and aesthetics are central to our brand.(Required)
35. We celebrate passion, appreciation, and devotion.(Required)
36. We prioritize experiences that feel special and beautiful.(Required)
37. We challenge conventions and reject the status quo.(Required)
38. Our voice is bold, provocative, and unafraid.(Required)
39. We rally a tribe around change or defiance.(Required)
40. We would rather disrupt than blend in.(Required)
41. We bring joy, play, or surprise to serious categories.(Required)
42. Humor and wit are integral to our expression.(Required)
43. We turn ordinary moments into memorable experiences.(Required)
44. We keep things light so people feel good with us.(Required)
45. We exist to clarify, educate, and reveal the truth.(Required)
46. We value objectivity, research, and clear thinking.(Required)
47. We guide decisions with credible expertise.(Required)
48. We simplify complexity without hype.(Required)