Innocent
Simple, honest, and optimistic. It promises safety and a happier, easier life.
Free tool
Brand archetype quiz
Answer seven questions to find which of the 12 archetypes fits your brand. Use the result for your brand personality, tone of voice, and identity. It takes about three minutes.
What do your customers desire the most?
Pick one.
Question 1 of 7
The framework
The 12 brand archetypes
Each one is a character people already know. Your result is the one your answers point to most.
Sage
Wise and trusted. It helps people understand the world through knowledge.
Explorer
Independent and restless. It invites people to discover new places and themselves.
Outlaw
Rebellious and bold. It breaks the rules that are not working.
Magician
Visionary and transformative. It turns dreams into something real.
Hero
Brave and determined. It pushes people to prove what they can do.
Lover
Passionate and intimate. It makes people feel wanted and appreciated.
Jester
Playful and funny. It reminds people to enjoy the moment.
Everyman
Friendly and down to earth. It makes everyone feel they belong.
Caregiver
Warm and protective. It looks after people and puts them first.
Ruler
Confident and in control. It stands for order, status, and success.
Creator
Imaginative and expressive. It builds things of lasting value.
FAQs
Brand archetype questions
An archetype is a character type people recognize at once, such as the Hero or the Caregiver. Brands use the 12 archetypes to decide on a personality, so the tone of voice and the design feel like one person.
There are seven questions. Every answer counts toward one of the 12 archetypes. The archetype with the most points is your primary one, and the next is your secondary.
Yes. Most brands lean on a primary archetype and mix in a secondary one for nuance. The quiz shows both.
Use it as a starting point for your brand personality, tone of voice, and visual identity. Read the guide to your archetype, then check that your messaging and design match it.
No. The result is worked out in your browser and nothing is sent or stored. If you book a call from the result, your archetypes are added to the booking note.
Want help using your archetype?
Book a 15-minute call. Tell me about your brand and I’ll tell you how I would bring that character to life.