Brand archetype quiz
Twelve questions, two minutes. Discover the personality your brand is built around — and the voice, colours and words that come with it.
Voice
Your three words:
Colour direction
Click a swatch to copy. Starting point only — build your full system in the palette builder.
Seen in
Secondary influence
Most strong brands blend a primary and a secondary archetype.
Get your full archetype report
Messaging examples, words to use and avoid, imagery direction and three brands to study — free by email.
What are brand archetypes?
Brand archetypes are twelve recurring character types — the Hero, the Sage, the Explorer, the Creator, the Caregiver, the Ruler, the Magician, the Outlaw, the Lover, the Jester, the Everyday Friend and the Innocent. The framework adapts Carl Jung’s idea of universal characters to marketing, popularised by Margaret Mark and Carol Pearson’s book The Hero and the Outlaw.
They’re useful because they give a team a shared shortcut. Saying “we’re a Sage with a touch of Jester” instantly rules out certain words, images and colours, and makes hundreds of small decisions consistent.
How to use your result
- Write a voice chart. Three adjectives, each with “this, not that” — e.g. confident, not arrogant.
- Brief your designer. Share your archetype and secondary influence with anyone creating visuals.
- Audit your copy. Read your homepage aloud. Does it sound like your archetype?
Archetypes are a guide, not a cage. Use them to sharpen choices, not to copy the brands that share yours. Next: put your voice into words with the tagline generator.