This quiz is divided into two phases — Phase 1 will uncover your Motivation, and Phase 2 will identify your Archetype within that Motivational category. Simply record your answers as you go and follow the directions to tally your score.
[ take the quiz
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Phase 1: Discover Your Motivation
The archetypes can be divided into four umbrella groups called motivations. Let's start by uncovering the motivations that drive you and your audience.
1. Which of these best reflects the underlying motivation behind why you do what you do in your business? Which makes you most excited to wake up and go to work each morning?
To create something simple, authentic, and aligned with my values
To create or promote something that is better than the existing options in my industry and see how far I can take it
To find a more satisfying, personable way of doing business based on forming meaningful connections with others
To realize a lasting vision with structure, clarity, and grounded expertise
2. Which of these characteristics do you most identify with as a person? Think back to when you've felt most like yourself in your business, which characteristics were you expressing most strongly?
I'm an idealist who relies on belief, experience, or knowledge to back up my vision for a better reality
I'm a high-achiever who thrives on pushing limits and accomplishing goals
I'm a storyteller and emotional engineer who understands the power of emotions to build connections and create desired outcomes
I'm a grounded expert who devotes my knowledge, creativity, or willpower to establish and refine ideas, organizations, or systems
3. Which do you think motivates your clients, customers, or audience the most to reach out to you? What do your people most want to gain from working with you? Hint: if you're unsure, you can even look back at testimonials or inquiry messages to see what past connections have said.
To experience a better version of life that is easier, more interesting, or more aligned with their values
To stand out from the crowd through personal achievement, shortcuts, or previously unknown knowledge
To improve their lives by connecting more deeply and meaningfully with themselves and/or others
To get expert assistance in creating, structuring, or refining something that is of value to them
4. What role do you see your brand playing in the lives of your clients and customers? If your brand was a person in your audience's lives, which characteristics would it bring to the table?
My brand is a guide or insight provider who helps clients find clarity and direction
My brand is a challenger or activator who pushes clients beyond limits or conventions
My brand is an emotional connector who creates warmth, safety, or belonging
My brand is a strategist or builder who helps clients create structure, systems, or results
5. Which of these best describes how you tend to approach change and uncertainty in your work? Impactful brands inevitably create change - in their audience’s lives and in the culture at large, so it’s useful to know what flavor this change will have.
I explore or adapt as I go, trusting that the right path will unfold
I seek out bold challenges or shifts that test and stretch me
I prefer to stay emotionally grounded and take change at a human pace
I minimize chaos by planning and organizing carefully in advance
Checkpoint: Congratulations on Finishing Phase 1
Now it’s time to tally up your score. If you answered…
Mostly a → you matched with the Independence & Fulfillment motivation.
This category is centered around the quest for understanding, authenticity, and inner alignment. Business owners who fall into this group are motivated by a desire to live with integrity and pursue a meaningful path—one that reflects their true values or inner truth. They often see their brand as a vehicle for personal growth, self-discovery, or helping others wake up to new ways of seeing the world. These brands seek to inspire awareness, possibility, and freedom.
[ click here to continue to phase 2 ]
Mostly b → you matched with the Risk & Mastery motivation.
This is the category of transformation, drive, and high-stakes purpose. Business owners in this group are compelled to leave a mark—by overcoming obstacles, challenging norms, or creating radical change. Their brands often take bold positions and push for action. They invite their audiences to participate in something powerful, catalytic, and bigger than themselves. These are brands that thrive in the spotlight and love movement, intensity, and impact.
[ click here to continue to phase 2 ]
Mostly c → you matched with the Belonging & Enjoyment motivation.
This category is fueled by human connection, emotional resonance, and shared experience. Business owners aligned with this group want their brand to feel accessible, warm, and personal. They often build community, cultivate joy, or deepen relationships through their work. These brands help people feel seen, accepted, and alive. They prioritize relationships over performance and evoke feeling over function.
[ click here to continue to phase 2 ]
Mostly d → you matched with the Stability & Control motivation.
This category is about responsibility, structure, and building something enduring. Business owners here are motivated by a desire to offer lasting value, whether through service, excellence, or design. Their brands are dependable, grounded, and purpose-driven. They bring order and reliability into the lives of their customers. These are brands that prioritize consistency, trust, and vision.
[ click here to continue to phase 2 ]
Phase 2: Discover Your Archetype - Independence & Fulfillment
This is the exciting part - now that we know your motivation, we can dig deeper and find your archetype within that category.
6. When you're talking to people about what you do, which tone of voice do you most naturally slip into? How do you speak about your business and brand when you're not trying to sound polished or manage impressions?"
Hopeful and values-driven - I speak from the heart about the good I want to create and how I see a better path forward
Curious and conversational -I like to ask questions, explore ideas, and share what I'm discovering along the way
Calm and insightful - I tend to speak with clarity and depth, drawing on experience, knowledge, or research to guide people
7. Which role do you enjoy playing the most in your business? Think back to situations where you've been in a leadership position in your career or current business - which characteristics felt the most natural, exciting, or compelling to express?
Optimist or uplifter - I love encouraging others to trust in a better path and to reconnect with what really matters
Pathfinder or adventurer - I enjoy carving my own path, trying new approaches, and leading others into fresh territory
Researcher or subject matter expert - I know a lot about my field and use this knowledge to elevate other people's experience
8. How do you most want your audience to feel after engaging with your brand? Think about how your clients and customers come to you after interacting with your brand – what headspace do you want them to be in when you start a project, form a partnership, or make the sale?
Uplifted and hopeful - like life can be good again, and there's a simple, aligned way forward
Energized and free - like they've discovered a new path, possibility, or sense of personal autonomy
Clear and informed - like they've gained insight, understanding, or a deeper perspective
9. Which of these messages do you most want your brand to communicate? What truth or belief sits at the heart of your work – something you want every client or customer to understand or feel after interacting with your brand?
Life can be simple, good, and aligned when we return to what really matters
The path is yours to create—freedom and fulfillment come from exploring beyond the known
Truth and clarity are powerful—when we understand, we can make better choices
10. What kind of transformation does your brand most help facilitate? Think about the change your clients experience through working with you—what shifts most powerfully in their lives, mindset, or identity?
From stress, cynicism, or overcomplication to trust, simplicity, and inner peace
From feeling stuck or constrained to feeling free, expanded, and capable of forging their own path
From confusion or overwhelm to clarity, insight, and empowered understanding
You’ve now finished Phase 2
Count your answers to find your Archetype. If you answered…
Mostly a → you matched with the Innocent archetype.
The Innocent archetype embodies the desire for simplicity, goodness, and a return to paradise. This archetype trusts in life, believes in doing the right thing, and seeks happiness through optimism, morality, and simplicity. It represents a worldview where everything has inherent goodness, and problems can be resolved through purity of intent or faith. Brands that align with the Innocent archetype often promise safety, nostalgia, cleanliness, or happiness. They avoid complexity and focus on wholesomeness—think of gentle, reassuring messages like those used by brands such as Ivory Soap or Coca-Cola's classic "I'd like to teach the world to sing" campaign. The Innocent archetype thrives on delivering peace of mind, hope, and a feel-good experience.
The Mostly b → you matched with the Explorer archetype.
The Explorer archetype seeks freedom, adventure, and the thrill of discovery. It represents the inner drive to push boundaries, break free from conformity, and search for authenticity and meaning through new experiences. Explorer brands often frame life as a journey or quest, encouraging consumers to embrace the unknown, take risks, and follow their own path. They emphasize individuality, independence, and self-discovery. Think of Jeep's "Go anywhere, do anything" or Patagonia's call to adventure and environmental stewardship. These brands often highlight nature, travel, or boundary-pushing innovation to reinforce the customer's desire for personal freedom and growth.
Mostly c → you matched with the Sage archetype.
The Sage archetype is driven by a thirst for truth, understanding, and wisdom. This archetype represents the analytical, thoughtful part of the human psyche that wants to make sense of the world and use knowledge to guide actions. Sage brands position themselves as authorities, mentors, or reliable sources of insight. They emphasize accuracy, trustworthiness, and thought leadership, often educating their customers and helping them make informed decisions. Brands like The New York Times, Google, and TED exemplify the Sage archetype by offering tools and content that inform, clarify, and empower through understanding.
Phase 2: Discover Your Archetype - Risk & Mastery
This is the exciting part - now that we know your motivation, we can dig deeper and find your archetype within that category.
6. When you're talking to people about what you do, which tone of voice do you most naturally slip into? How do you speak about your business and brand when you're not trying to sound polished or manage impressions?"
Bold and Confident - I get fired up about challenges and love hyping up myself and others to overcome them
Edgy and provocative - I say what others won’t, push against the status quo, and don’t mind making people a little uncomfortable
Visionary and inspiring - I tend to focus on transformation and future possibilities when I speak, especially when I can connect this to previously unknown ideas, knowledge or innovations that could make such transformation possible
7. Which role do you enjoy playing the most in your business? Think back to situations where you've been in a leadership position in your career or current business - which characteristics felt the most natural, exciting, or compelling to express?
Motivator or coach - I thrive on helping people break through limits, overcome challenges, and reach their goals
Rebel or disruptor - I love challenging outdated norms, shaking things up, and giving people permission to do things differently
Visionary or catalyst - I specialize in transformation, often helping people shift how they see themselves or what’s possible
8. How do you most want your audience to feel after engaging with your brand? Think about how your clients and customers come to you after interacting with your brand – what headspace do you want them to be in when you start a project, form a partnership, or make the sale?
Empowered and galvanized - like they can overcome obstacles and rise to the challenge
Liberated and fired up - like they can finally ditch the old rules and boldly own their truth
Transformed and awakened - like something has clicked or shifted deep inside them that empowers them to create change in their life
9. Which of these messages do you most want your brand to communicate? What truth or belief sits at the heart of your work – something you want every client or customer to understand or feel after interacting with your brand?
You are stronger than you think - everything you want is on the other side of action
You don’t have to follow the rules - real change starts by doing things your own way
Transformation is possible - when you change your perspective, everything else shifts with it
10. What kind of transformation does your brand most help facilitate? Think about the change your clients experience through working with you—what shifts most powerfully in their lives, mindset, or identity?
From self-doubt or limitation to strength, confidence, and goal-oriented action
From conformity or fear of judgment to radical self-trust and unapologetic expression
From stuck patterns or hidden resistance to breakthrough, alignment, and deep inner change
You’ve now finished Phase 2
Count your answers to find your Archetype. If you answered…
Mostly a → you matched with the Hero archetype.
The Hero archetype is about courage, achievement, and proving oneself through determined action. It represents the part of us that rises to a challenge, overcomes adversity, and strives to make the world better through strength, discipline, and hard work. Hero brands promise triumph over obstacles—whether internal or external—and often motivate their audience to strive for greatness. They communicate with boldness, clarity, and confidence, appealing to people who want to make a meaningful impact. Brands like Nike ("Just Do It") and FedEx (reliability through challenge) embody this archetype by reinforcing messages of performance, perseverance, and excellence.
Mostly b → you matched with the Outlaw archetype.
The Outlaw archetype seeks revolution, freedom, and radical change. It represents a desire to break rules, reject the status quo, and challenge norms in order to create something new or more just. This archetype is often associated with bold, edgy, or disruptive brands that position themselves as alternatives to the mainstream. The Outlaw stirs up emotion, provokes thought, and encourages rebellion against established systems. Think Harley-Davidson, Diesel, or early Apple ("Think Different")—brands that push boundaries and invite their audience to do the same.
Mostly c → you matched with the Magician archetype.
The Magician archetype is centered on transformation, vision, and the ability to make dreams real. It represents a deep understanding of how change works—whether internal or external—and seeks to harness unseen forces to produce extraordinary outcomes. Magician brands are visionary, charismatic, and often mysterious, positioning themselves as enablers of change or gateways to deeper potential. They blend science and spirit, technology and intuition. Brands like Disney ("Where dreams come true") and Apple (in its early, innovative days) are strong examples, offering users tools that feel magical in their impact.
Phase 2: Discover Your Archetype - Belonging & Enjoyment
This is the exciting part - now that we know your motivation, we can dig deeper and find your archetype within that category.
6. When you're talking to people about what you do, which tone of voice do you most naturally slip into? How do you speak about your business and brand when you're not trying to sound polished or manage impressions?"
Approachable & plain-spoken - I talk to people like a friend would, using everyday language and a practical tone
Warm and expressive - I speak from the heart, often weaving emotions or metaphors into my speech to create connection and resonance with my audience
Fun, informal & witty - I naturally add humor or lightness, and I like to keep things fun, relaxed, or unexpected
7. Which role do you enjoy playing the most in your business? Think back to situations where you've been in a leadership position in your career or current business - which characteristics felt the most natural, exciting, or compelling to express?
Connector or community builder - I enjoy bringing people together and creating a sense of belonging or shared experience
Intuitive or emotional guide - I love helping others feel seen, valued, and emotionally connected to their deeper desires
Entertainer or energizer - I’m happiest when I’m making people laugh, feel good, or break out of their routine
8. How do you most want your audience to feel after engaging with your brand? Think about how your clients and customers come to you after interacting with your brand – what headspace do you want them to be in when you start a project, form a partnership, or make the sale?
Accepted and at ease - like they belong, are understood, and don’t need to try so hard
Seen and emotionally moved - like something beautiful or intimate has opened within them
Delighted and uplifted - like their day just got lighter, more joyful, or more fun
9. Which of these messages do you most want your brand to communicate? What truth or belief sits at the heart of your work – something you want every client or customer to understand or feel after interacting with your brand?
You’re not alone - real connection is built on honesty, humility, and shared experience.
Love, beauty, and connection matter—when we tend to what’s meaningful, life becomes richer
Joy is powerful - when we laugh, play, and lighten up, life opens up
10. What kind of transformation does your brand most help facilitate? Think about the change your clients experience through working with you—what shifts most powerfully in their lives, mindset, or identity?
From isolation or trying to fit in to feeling seen, welcomed, and part of something real
From emotional disconnection or longing to intimacy, beauty, and wholehearted presence
From heaviness, burnout, or pressure to joy, playfulness, and lighthearted expression
You’ve now finished Phase 2
Count your answers to find your Archetype. If you answered…
Mostly a → you matched with the Regular Guy/Gal archetype.
The Every Guy/Gal (also called the Everyman) archetype is grounded in belonging, humility, and the desire to connect with others as equals. This archetype values being relatable, down-to-earth, and approachable. It resists pretense or elitism and promotes the idea that everyone matters and deserves respect. Brands aligned with the Everyperson aim to foster trust and inclusivity by emphasizing familiarity, dependability, and honest value. Think of brands like IKEA or Levi's—accessible, unpretentious, and designed for real life. These brands often focus on comfort, practicality, and authenticity in tone and design.
Mostly b → you matched with the Lover archetype.
The Lover archetype is rooted in passion, beauty, and the desire for connection. It celebrates sensuality, intimacy, and the art of appreciating life through relationships, experiences, and aesthetics. Lover brands evoke emotion, desire, and the pleasures of the senses. Whether through romantic love, deep friendships, or a love of beauty, this archetype seeks to create meaningful bonds. Brands like Hallmark, Chanel, and Victoria's Secret all leverage the Lover's appeal to the heart and senses—focusing on feeling cherished, seen, and desirable.
Mostly c → you matched with the Jester archetype.
The Jester archetype is all about joy, playfulness, and living in the moment. It seeks to uplift, entertain, and break the tension of everyday life through humor, spontaneity, and irreverence. Jester brands remind people not to take life too seriously and often use wit or quirk to connect with their audience. Their tone is casual, cheeky, and unexpected. Think of brands like M&M's, Old Spice (in its humorous rebrand), or Ben & Jerry's—fun-loving, unexpected, and always a little subversive in their approach.
Phase 2: Discover Your Archetype - Stability & Control
This is the exciting part - now that we know your motivation, we can dig deeper and find your archetype within that category.
6. When you're talking to people about what you do, which tone of voice do you most naturally slip into? How do you speak about your business and brand when you're not trying to sound polished or manage impressions?"
Reassuring & knowledgeable - I want people to feel at ease and taken care of, so I tend to speak gently, weaving in any knowledge that I have about my audience or expertise so that people can feel my care and attentiveness.
Thoughtful and expressive - I often speak with originality or wit, favoring metaphors to convey my creative process to others
Authoritative & calmly confident - I sound confident and measured, with an emphasis on clarity, structure, and thoughtful leadership
7. Which role do you enjoy playing the most in your business? Think back to situations where you've been in a leadership position in your career or current business - which characteristics felt the most natural, exciting, or compelling to express?
Support roles - I use my skills and knowledge to help other people or organizations thrive
Innovator roles - I use creativity, imagination, and research to develop new ideas and frameworks that help people create their visions
Leadership roles - I excel at organizing, directing, and inspiring others
8. How do you most want your audience to feel after engaging with your brand? Think about how your clients and customers come to you after interacting with your brand – what headspace do you want them to be in when you start a project, form a partnership, or make the sale?
Cared for and supported - like someone truly has their back
Inspired and creative - like they can bring something meaningful into form
Confident and secure - like they’re in capable hands and things are under control
9. Which of these messages do you most want your brand to communicate? What truth or belief sits at the heart of your work – something you want every client or customer to understand or feel after interacting with your brand?
You deserve to feel cared for - support is here when you need it most
Your ideas matter - what you imagine can be brought to life with intention and creativity
Order creates freedom—when things are well-structured and led with clarity, people thrive
10. What kind of transformation does your brand most help facilitate? Think about the change your clients experience through working with you—what shifts most powerfully in their lives, mindset, or identity?
From feeling unsupported or overwhelmed to feeling understood, cared for, and emotionally secure
From vague ideas or scattered energy to structured, inspired creation and tangible results
From chaos or lack of direction to clear structure, leadership, and sustainable growth
You’ve now finished Phase 2
Count your answers to find your Archetype. If you answered…
Mostly a → you matched with the Caregiver archetype.
The Caregiver archetype is driven by compassion, service, and a deep desire to protect and nurture others. It represents the part of humanity that finds purpose in generosity, empathy, and selflessness. Caregiver brands are built around the promise of support, safety, and genuine care. They often serve roles related to health, parenting, education, or community service—any area where trust, reassurance, and reliability are vital. Brands like Johnson & Johnson or the Red Cross embody the Caregiver through messages of comfort, support, and devotion to others' well-being.
Mostly b → you matched with the Creator archetype.
The Creator archetype is all about imagination, innovation, and the urge to bring something new into being. It's driven by the belief that true fulfillment comes from self-expression and original thinking. Creator brands position themselves as enablers of creativity, offering tools, inspiration, or experiences that help people express their individuality or build something of value. They often have a strong aesthetic, a visionary tone, and a reverence for artistry. Brands like Adobe, LEGO, or Crayola are quintessential Creators—helping their customers turn ideas into reality.
Mostly c → you matched with the Ruler archetype.
The Ruler archetype is centered on control, leadership, and creating order from chaos. It represents the impulse to build systems, take responsibility, and establish standards of excellence. Ruler brands are authoritative, polished, and structured—they project power and reliability. They often appeal to professionals, decision-makers, or institutions that value prestige and performance. Think of Mercedes-Benz, American Express, or Rolex—brands that emphasize mastery, hierarchy, and a sense of elevated status.