Quiz12
What is your brand archetype?
Every business already behaves like someone. A brand archetype is the name for that someone — a recognisable character your audience understands before you explain anything.
Answer twelve questions and you will land on one of them. It takes about three minutes, and the result is yours whether or not we ever speak.
Twelve questions. No email, no sign-up — the result is yours either way.
Meet the twelve
The framework is Carl Jung's, built into twelve characters by Carol S. Pearson and applied to branding by Mark and Pearson in The Hero and the Outlaw. They organise into four motivations: independence, mastery, belonging, and stability.
- (01)The InnocentThe optimist who believes things can simply be good.Safety
- (02)The SageThe one who has to understand it before saying anything.Understanding
- (03)The ExplorerThe one who is not built for staying put.Freedom
- (04)The HeroThe warrior, the champion, the one who steps up.Mastery
- (05)The OutlawThe rule-breaker, the one who refuses the script.Liberation
- (06)The MagicianThe one who makes the impossible look arranged.Power
- (07)The EverymanThe regular one who wants nobody to feel left out.Belonging
- (08)The LoverThe one who leads with beauty and connection.Intimacy
- (09)The JesterThe one who refuses to take it seriously.Enjoyment
- (10)The CaregiverThe one who looks after people before being asked.Service
- (11)The CreatorThe maker who has to bring the thing into being.Innovation
- (12)The RulerThe one who takes responsibility for the whole thing.Control
One honest note: the archetype model is a useful way to organise a brand, not a measured science — its foundations are debated even by the people who use it well. Treat your result as a lens for making decisions, not a diagnosis.
Know your archetype. Want it built?
Knowing which character you are is the first half. Making everything you publish agree with it is the work.