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Brand archetypes

Branding for small businesses

Which archetype is your business?

A strong brand has a clear personality. Take the test, find your archetype, and see a live demo of what your business could look like online.

Take the testExplore the archetypes

The twelve archetypes

Four motivations, twelve personalities. Browse them, or take the test and find yours.

You get more than a label

Two archetypes. One direction.

Your result reveals one primary personality and one that supports it. Together they give your brand character without boxing it in.

PrimaryThe Sage
SecondaryThe Creator

An example, not your result

The Sage × The Creator

Knowledge made clear. Ideas given a distinctive form.

Why archetypes?

Most small businesses have a logo and some colours, but no clear personality. So everything ends up a little anonymous. An archetype gives you a fixed point for how to look, speak and behave.

  1. Customers remember you

    A clear personality sticks. Grey disappears. The archetype gives you something to be, not just something to sell.

  2. Choices get easier

    Colour, tone and images follow from the personality. You stop guessing and start choosing.

  3. Your website gets direction

    Your result comes with a live demo, so you see what the archetype could actually look like online.

15
questions
2
minutes, roughly
2
archetypes in your result

Short and honest

About the method

The archetypes come from the psychologist Carl Jung, and were connected to brands by Margaret Mark and Carol S. Pearson. The test gives you a direction to build on, not a verdict.

Read more about the method

12 possibilities. 2 become yours.

Ready to find yours?

Fifteen questions, a couple of minutes, and a result you can use.

Take the test

Free to take. No prior knowledge needed.