12 BRAND ARCHETYPES QUIZ

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12 BRAND ARCHETYPES QUIZ

The Innocent

Congratulations! In a world filled with negativity and cynicism, you fit the rare “innocent” brand type.

Your archetype’s values

You bring happiness to the world with traits including striving to be good, simple, moral and loyal. While skeptics may see you as naive or boring, you sleep well at night knowing that your pure and optimistic outlook brings good to the people you serve.

Marketing your archetype

In marketing, your approach should be to highlight your strong values and virtues to be seen as reliable, honest and trustworthy.

Nostalgia can also be a powerful tool for innocent brand types, an example that can be seen by observing big brands like McDonald’s, Orville Redenbacher or Volkswagen.

Studying these and other innocent brand archetypes like Coca-Cola, Dove, or Cottonelle for online content ideas may prove effective for you.

Digital experience insights

When it comes to building a great digital experience, you need to speak to your audience’s love of simplicity and elegance with a clean, straightforward design that mimics your brand’s pure nature.

Security is also a top concern for innocent archetypes, so making sure you highlight the cybersecurity measures your organization is taking may help your audience feel better about interacting with you online.

YOUR STAFF MATCH

Danny Reed

Developer

Danny brings a wide-eyed and awesomely-positive outlook to everything he does and knows how to deliver technology solutions that speak to your “innocent” audience. Talented in application development, and full-stack web development, he is always quick to do the right thing over what comes easiest.  

Why we’re your type…

At Archetype SC, integrity is one of our core values. We strive to be reliable, honest, trustworthy and family-focused in everything we do. Our security engineers can help provide the stability you need and our digital experience team can craft an online presence that’s simple, beautiful and stays true to who you are as a brand.

12 BRAND ARCHETYPES QUIZ

The Explorer

In a world filled with people and brands trying to fit in, “explorer” types like you are trying to break free.

Your archetype’s values

You find fulfillment through discovery with traits including being ambitious, adventurous and individualistic.

While some people may see not fitting into the mainstream as too restless or too risky for a business like yours, you know that always trying new things is the only way to continue improving in an always-evolving marketplace.

Marketing your archetype

Your marketing message should be about appealing to those who seek new experiences by being exciting, taking risks and pioneering new ideas.

Authenticity and individuality can be powerful tools for explorer brand types, following the paths paved by big brands like Jeep, The North Face, or GoPro. Observing these and other explorer brand archetypes like Red Bull, Subaru, NASA or National Geographic for online content ideas may prove effective for you.

Digital Experience Insights

When it comes to building a great digital experience, you need to speak to your audience’s love of adventure and excitement with striking visuals, interactive experiences, and unique design elements.

Freedom is also a top concern for innocent archetypes, so make sure you provide secure and safe interaction, without bogging users down by collecting too much data or asking them to give away too much information in order to get where they want to go online.

YOUR STAFF MATCH

Patrick Nord

Director of Analytics

Patrick is an expert solution-finder and born explorer who’s always looking to try and learn new things. He’s also a pathfinder in his field, having been named a Top 100 Innovator in Data & Analytics by Corinium Intelligence in 2018.  Around the office, Patrick keeps us all on our toes with his wit and is our resident “yes” man who’s always quick to say “We can do that” and then go figure out a way to make it work.

Why we’re your type…

Archetype SC stays on the cutting-edge of exploring new technologies — like our awesome A2 Analytics platform.  We’re authentic in our love for new ideas, we’re ambitious in how we approach our work, and we’re fearless when it comes to taking on new projects. We like to say “If you can dream it, we can build it” and we mean what we say.

12 BRAND ARCHETYPES QUIZ

The Sage

Even in a world filled with deception, misinformation and fake news, brand types like yours continue to thrive on the pursuit and distribution of knowledge.

Your archetype’s values

Your purpose is to help people find answers to their questions and gain insight through traits like being thoughtful, intelligent and willing to mentor.

While detractors may see your analytical nature as too opinionated or overly contemplative, you know that speaking the truth and delivering facts is what’s important — after all, you don’t always have to be liked to be right.

Marketing your archetype

Your marketing message should be about providing practical, useful information and analysis so that you can become a trusted advisor or source for your audience. Make sure you’re being clear about the details and facts which differentiate you from competitors whose quality/performance may not be up to your standards.

You should position yourself as an expert, following the lead of big brands including Google, PBS or Phillips. Studying the guru-like online tactics of these and other explorer brand archetypes like Audi, Discovery Channel, or TED Talks may yield big returns.

Digital Experience Insights

When it comes to building a great digital experience, you should focus on being as detailed as possible, without overcomplicating things. Your audience will appreciate research-based facts, figures, and data, so don’t cut corners when it comes to creating content that’s actually useful.

Building an online forum, making how-to videos or encouraging users to submit questions for Q&A articles could all be great content ideas.

Don’t be afraid to use a brand voice that’s sophisticated and encourages customers to think, be remember that understanding is a top concern for sage archetypes, so make sure your overall user experience is easy-to-use and well-tested for flaws.

YOUR STAFF MATCH

Steve Fleishaker

Senior Project Manager

As a former IT director at Oracle and Alcoa, Steve has built a vast library of resources during more than 35 years experience in the technology industry. Never one to shy away from learning new tricks, Steve “retired” to the beach several years ago, but got back in the digital game to continue sharing his wealth of knowledge with clients.

Why we’re your type…

At Archetype SC, knowledge is one of our core values. We continually grow our expertise by offering educational opportunities to our employees so they can share that knowledge with our peers, clients, and communities. We help people to better understand the worlds of security, data, and digital experience by providing practical information and analysis gained through years of digital experience.

12 BRAND ARCHETYPES QUIZ

The Creator

The world is filled with smart people, but few have the imagination, vision, and ingenuity needed to fit the creator archetype.

Your archetype’s values

Your purpose is to create something meaningful. You live to see new ideas take shape and watch visions become reality.

At times, people may question your brand’s ideas as impractical. They may call you a perfectionist. But you know that creating that one-in-a-million idea takes effort and creating something with enduring value is worth dealing with doubters.

Marketing your archetype

Your marketing message should be about originality, inspiration and feeding your customers need for self-expression and creativity.

You should do your best to foster your audience’s imagination, following the lead of big brands Lego, Apple, and Crayola. Perhaps take a look at what other creator archetype brands like Adobe, Sony or Instagram are doing online for your own inspiration.

Digital Experience Insights

When it comes to building a great digital presence, you should look to provide engaging interactive user experiences. If possible, show your audience how they can customize your product or service by giving them lots of options and choices. Building an online forum, making how-to videos or encouraging users to submit questions for Q&A articles could all be great additions to your online content.

Remember, innovation is a top concern to your creator audience, so creating a custom site that shines with unique presentation and provocative imagery — instead of just another cookie-cutter template — should be a priority.

YOUR STAFF MATCH

John Wilson

Applications Development Manager

As developer by trade, John’s specialty lies in finding unique ways to solve problems and creating powerful applications that do amazing things. Got a crazy idea? John and his team can help you make it a reality. Not one to limit his skills to the office, he has also created five awesome children who keep him on his toes when he’s at home.

Why we’re your type…

With a talented team of digital experience developers and designers, Archetype SC has the technical prowess and creative chops to bring your vision to life. If you can dream it up, we can create it. Our custom solutions aren’t just out-of-the-box adaptations, we strive to do something unique and innovative every time out.

12 BRAND ARCHETYPES QUIZ

The Ruler

In this world, everyone wants to be on top, but being a ruler archetype means that your brand is already there.

Your archetype’s values

As a leader in your field, your purpose is to be a role model for customers and competitors alike, using your natural confidence and competence to set an example that everyone else aspires to be like.

Of course, when you lead the way, you’re bound to have those who see your brand as too authoritative or even arrogant, but you understand that being a leader isn’t for everyone. Do be careful though, that all your strengths don’t get overshadowed by being too controlling, afraid to delegate or unwilling to work with other people/partners.

Marketing your archetype

Crafting a marketing message should be about helping others be more organized, restoring order to people’s lives and creating stability in a chaotic world.

You should lead by example, following the “success breeds success” motto of big brands like Mercedes-Benz, American Express or Rolex. Want some great ideas? Take a look at what ruler-type brands including Microsoft, IBM or Hugo Boss are doing online for inspiration.

Digital Experience Insights

Your digital presence should be sophisticated, professional and structured to reflect your market-leader status. When possible, make sure and highlight premium prices and show off your award-winning accolades. Beautiful, aspirational photography on your website will go a long way towards showing status and differentiating you from the more populous brands.

Remember that control is important to your audience, so make sure you have a secure and straightforward user experience that makes them feel like they’re driving the ship, not being told what to do.

YOUR STAFF MATCH

Usman Khan

Co-founder and chief security expert

As a top-notch security engineer in his own right, Usman is always quick to give advice and make the tough decisions for our clients. He has built an amazingly-talented security team around him and continues to lead the way as a thought leader in the cybersecurity industry. Plus, if you ask him he would totally say that he rules.

Why we’re your type…

When it comes to being in control, many ruler-type brands don’t need much help. But even industry-leading organizations often overlook what’s right under their noses — their own networks. Archetype SC cybersecurity experts can analyze your internal systems to reduce vulnerability, create stability and ensure that you remain in control when it comes to protecting your company’s and your clients’ data.

12 BRAND ARCHETYPES QUIZ

The Hero

In a world full of chaos and distress, we can all agree that we’re in need of more heroes.

Your archetype’s values

Your role as a brand is to improve the world by inspiring others to believe in themselves as much as you believe in them. Of course, this comes as natural to you as hero-type traits like determination, focus, and confidence.

Sometimes being the hero is tough, as there’s not much room for weakness, vulnerability or fear, and putting on a strong face to the public can cause some to view your brand as arrogant or aloof. But that’s OK, you’re willing to sacrifice whatever it takes to prove your worth and help others.

Marketing your archetype

Make sure your marketing message plays to your strengths of being bold, honorable and courageous. Let your audience know how you’re making a positive mark on the world and try to inspire them to do the same.

Challenging your audience to step up and take action is very effective for hero-type big brands like Nike, Adidas, and U.S. Army. Others like Duracell, FedEx, and BMW also may offer great examples of online tactics your brand can emulate.

Digital Experience Insights

When it comes to creating a digital presence, keep your website design simple and focused with clear messaging and strong calls-to-action without too many bells and whistles. Differentiate yourself from competitors by showing how your brand follows through on its promises by highlighting success stories, case studies or testimonials from satisfied customers/clients.

Remember that your audience has a strong drive toward mastery — becoming better, stronger, faster, etc. — so challenging them to take the first steps toward action with strong incentives or offers could reward you tenfold over the lifetime of a committed customer.

YOUR STAFF MATCH

Joseph Bonanno

Co-founder and President

With an undying drive to succeed Joe sets a strong example for what it takes to be great at what we do. He’s honest and courageous when it comes to taking on new challenges and cares deeply about his family — both at work and at home. When he’s not busy with hobbies like thinking about work and trying to achieve a perfect security score in LastPass, he’s mastering a new artistic skill or tinkering under the hood of his Jeep.

Why we’re your type…

Archetype SC was founded around the idea that a consultancy doesn’t have to squeeze every billable hour and bleed every penny from clients to be successful. We have the grit and determination to work hard, but we don’t do it at the expense of those who matter most. We strive to make a positive mark on our employee’s lives and on the world-at-large through our work in the community. 

12 BRAND ARCHETYPES QUIZ

The Lover

In an increasingly crowded and apathetic marketplace, you bring a much-needed boost of passion to the world.

Your archetype’s values

Your role as a lover-type brand is to connect with people and make them feel special. This, of course, comes naturally as traits like being appreciative, warm and committed are all just part of who you are as an organization.

Sometimes your selfless desire to please others can lead to issues, especially in a world that’s often geared more toward making money and than creating lasting partnerships. But luckily, you understand that fostering strong relationships and doing good work that people can trust is what doing business is REALLY about.

Marketing your archetype

Your marketing strategy should be about helping people feel special. Depending on your brand, you can do this either by being warm, welcoming and friendly or by being sultry, seductive and enticing. Just avoid being overconfident or self-important — remember it’s about them, not you.

Leading brands like Victoria’s Secret, Haagen Dazs, Godiva, Calvin Klein and Ferrari are great examples of lover archetypes which you can gain inspiration from online.

Digital Experience Insights

When it comes to creating a digital presence, making a connection is key. Your website should speak directly to people, drawing them in with enticing photography that evokes the senses and creating intimacy by making them feel ownership in your brand.

For your audience, a simple, heartfelt “thank you” for their business or an affectionate follow-up e-mail with an “exclusive” offer may go a long way to making them feel appreciated for being part of your brand’s tribe.

YOUR STAFF MATCH

TJ Lundeen

Marketing Writer

A former newspaper who still dabbles in journalism on the side, TJ is a writer who’s truly passionate about his work. Whether it’s writing enticing copy for a client, creating connections with prospective clients or fostering relationships as a Myrtle Beach Area Chamber of Commerce Ambassador, he loves to pitch in however he can and is always willing to go the extra mile to help.

Why we’re your type…

Archetype SC doesn’t just bill hours, we build long-lasting relationships. We focus on empowering our employees to do right by our clients, even if it’s not the easiest, cheapest or fastest way because we know that creating connections is what matters. Our digital experience team is all about the details and just like you, we’re here to please — we’ll do what it takes to help you connect with your audience in a seamless way.

12 BRAND ARCHETYPES QUIZ

The Everyman/woman

While so many other brands jump through hoops to bold and aspirational, everyman brands like yours thrive by knowing there’s value in accepting and embracing everyone.

Your archetype’s values

Naturally empathetic, unpretentious and supportive, your role is to serve a basic need and let people know it’s OK to be who they are. Your down-to-earth style and friendly charm appeal have the ability to appeal to a wide audience — often across all walks of life.

Some may perceive your brand as boring or forgettable due to your desire to fit in, but you know worrying about them is a waste of time. Ignore the elitists and focus on being dependable and trustworthy for the other 99%.

Marketing your archetype

Your marketing message should be family-friendly, functional and humble. You should give people a sense of belonging by promoting qualities like togetherness, equality, inclusion, and fellowship.

Big brands who get the style of friendly, “brand next door” messaging right are State Farm, Home Depot and Folgers. You can also look to other everyman-type brands like Toyota, Gap, IKEA, and eBay for inspiration on what to do online.

Digital Experience Insights

When it comes to your website, make sure your design is simple, straightforward and well-tested. Considerations like ADA Compliance, Accessibility and browser-compatibility are also important to address when attempting to appeal to a wide range of demographics and user types.

For your audience, being part of a group is important, so encouraging users to leave reviews or share photos and other user-generated content may go a long way to showing users that people just like them are also engaging with your brand online.

YOUR STAFF MATCH

Jesse Funston

Security Engineer

The epitome of dependable and trustworthy, Jesse brings 20 years of networking experience to his role as a security expert. A dedicated family man with four children ranging from high school to pre-school, he knows how to deal with any type of crisis and does it all with the trademark laidback charm and good-natured humor of an everyman archetype.

Why we’re your type…

Communication is at the core of what Archetype SC does. Whether it’s a simple website or a complicated security overhaul, we make sure our clients are part of the process and know why we’re doing what we’re doing. Our motto is “We do complicated.” and we make sure that we make it easy to understand for everyone.

12 BRAND ARCHETYPES QUIZ

The Caregiver

In a world full of apathy and tragedy, we need more brands like yours to look out for us.

Your archetype’s values

Your purpose is simple: to help others and be there for those in need. This comes naturally through traits like compassion, generosity and a dedication to service.

Be careful though, because as an organization that selflessly gives so much to others, you run the risk of being exploited or taken advantage of by customers and other businesses who are only looking out for #1.

Marketing your archetype

Your marketing should use a voice that’s caring, warm and reassuring and deliver a message that makes people feel secure and supported.

Making your audience feel safe and cared for is a tactic used big brands like Cambell’s Soup, Johnson & Johnson and Volvo to great effect. When searching for ideas online observe these caregiver-type brands as well as nonprofits like Amnesty International, Unicef or Special Olympics for ideas.

Digital Experience Insights

When it comes to your website, make sure you prominently feature the people, causes or entities you are supporting through photos and video to add a human touch and give your audience a personal connection to your brand’s beneficiaries. Uplifting, feel-good stories can have a great effect for you and should be the bread-and-butter of your online content.

For your audience, service is an important need, so you should try and include a prominent call-to-action that’s easily visible throughout your site to give users a way to support your cause or participate in efforts to give back. That way they can feel like they are doing good in the world just by interacting with your brand online.

YOUR STAFF MATCH

April Bonanno

Director of Special Projects

As overseer of everything from accounting and payroll to human resources and company culture, April is the lynchpin that makes Archetype SC run. When she’s not caring for her daughter, Danielle, at home, she’s playing “office mom” making sure everyone on our team has what they need to be successful and do great work.

Why we’re your type…

At Archetype SC, community is one of our core values. We give back to our communities by sharing our time, talents, expertise and energy in meaningful ways — because it’s the right thing to do. As security consultants, we take protecting our clients (and their clients) very seriously. On the digital experience side, our employees make sure you feel cared for every step of the way, taking the time to educate and communicate about why we’re doing what we’re doing.

12 BRAND ARCHETYPES QUIZ

The Outlaw

The world is full of rules, but brands like yours know that those rules were just made to be broken.

Your archetype’s values

Your purpose is to shake things up and let people know they don’t have to settle for the status quo. As a group of unconventional thinkers, your rebellious nature is meant to pave the way for change and come up with new ways of doing things.

The risks of being an outlaw-type brand are obvious. When you’re on the bleeding edge of what’s accepted and not afraid to push forward, it’s easy to slip up and take things too far. But as long as you understand when enough is enough and don’t break any major laws, things should turn out fine.

Marketing your archetype

Your marketing message should reflect your independent ways, asking your audience to fight against conformity, complacency, and acceptance.

Using a frank and unapologetic tone is something big brands like Harley-Davidson, Virgin and MTV have used to great effect over the years.

Digital Experience Insights  

When it comes to your website, don’t suddenly become buttoned-up and overly-professional. Avoid overly-templated designs and make sure to show your brand’s personality. Use vivid colors, unconventional photography or in-your-face messaging that’s a little humorous, sarcastic or snarky.

Remember, your audience likely reflects your rebellious nature too, so make sure you’re not asking too much from them in the way of collecting data or expecting them to navigate a complicated site structure to get where they want to go.

YOUR STAFF MATCH

Chris Mowder

Senior Designer

As a designer, developer and marketing content specialist, this jack-of-all-trades consistently pushes toward new ideas and refuses to accept “good enough” as an answer. Chris is quick to ask “Why?” in meetings and is happy to challenge the conventions behind “We’ve always done it this way…” thinking. He loves trying all varieties of trying new things, rarely backs down from a dare and sometimes, even turns right on red when the sign says not to.

Why we’re your type…

Archetype SC is all about creating custom technology solutions. That means we’re not just looking to mimic what your competitors are doing or live up to industry standards — we’re aiming to go above and beyond what’s expected. Our talented developers and designers are not afraid to break from conventions and think outside the box to make sure your website, applications and overall digital experience deliver something that’s great and push your business forward into the 21st century.

12 BRAND ARCHETYPES QUIZ

The Magician

The world is full of ordinary. Ordinary things. Ordinary people. Ordinary ideas.

Luckily, there are brands like yours looking to transform ordinary into extraordinary.

Your archetype’s values

As a magician-type brand, your purpose is to use your naturally intuitive, insightful and inspiring ways to create something special. Your vision, charisma, and imagination set the stage for your brand to make people’s dreams come true.

Of course, along with all those amazing traits also come drawbacks such as becoming too focused or obsessed with details, taking risks that lead to unintended consequences and even become manipulative in the pursuit of your lofty aspirations. But as long as you keep yourself grounded in reality, you might just make the impossible possible.

Marketing your archetype

In marketing your brand, you should focus on giving your audience a transformative experience. Provide a vision for a better future, expand their minds with new ideas and inspire them with what could be.

Great examples of big brands to follow in this path are Apple, Disney, and Telsa. Even less-magical, more practical brands like Dyson, Mastercard and Smirnoff lean on new ideas and innovation within their industries to highlight their magician-like tendencies.

Digital Experience Insights

When it comes to your digital presence, make sure your website and social channels reflect how life-changing and transformative your brand is. When appealing to a magician audience having an amazing product with a sub-par website will immediately lose trust and send strong signals that your “magical” product may be all just smoke and mirrors.

If you’re promoting a product or idea that’s truly new and revolutionary, your website is a great way to explain just how it works. Invest the time and effort into providing high-quality walkthrough videos, step-by-step explanations or interactive tours that highlight all the amazing features that make your brand/product special.

YOUR STAFF MATCH

Andrew Ault

Developer

One of the youngest members of our team, Andrew is a wizard with a variety of technology disciplines including building applications, web development, and design. He routinely amazes co-workers by pulling off feats like unraveling a complicated airline data API that was supposed to take 5 weeks in two days. He’s always bringing new ideas to the table and often inspires more senior staff members to step up their game and learn new things.  

Why we’re your type…

Archetype SC can help your business transform its world and inspire change through technology. Our custom digital solutions are designed to help clients do things they didn’t even know was possible.

YOUR ARCHETYPE

The Jester

There are so many reasons to feel bad about today’s world, that we’re lucky to have brands like your which aim to make us feel good again.

Your archetype’s values

Your brand’s purpose is to bring joy to the world, to lighten the mood and to help people enjoy themselves. This comes easy to you through your playful, irreverent and spontaneous nature.

Of course, there will be naysayers who say there’s no room for fun in business and that your light-hearted ways are too frivolous or disrespectful. But luckily, you’re smart enough to know when it’s time to a good time and when you run the risk of slacking off.

Marketing your archetype

Your marketing message should be about empowering people to be more spontaneous and impulsive through a tone that’s excited, energetic and entertaining.

There are tons of big brands which successfully use witty humor to connect with their audience including Old Spice, M&M’s and Dollar Shave Club. You can easily use these or fellow jester-type brands like Ben & Jerry’s, Skittles or GEICO as models for creating great online content.

Digital Experience Insights

When it comes to your digital presence, the tone of your website is important. If your brand is fun, your website should be fun. The design should be light and colorful, with funny videos, playful graphics, or silly copy to draw people in.

Your audience loves pleasure and instant gratification, so give them something fun to do and reward them for doing it. Maybe consider adding a quiz, game or other interactive activity to your site that’s “just for fun” and doesn’t directly sell anything. Then e-mail them an exclusive offer or discount for completing it to compel them to come back.

YOUR STAFF MATCH

Dorothy Thompson

Digital Analyst

Always quick to crack a joke or share a meme, Dorothy keeps things light around the office at all times. This Pawleys Island, SC, native embraces her laid-back southern upbringing with a calm demeanor and perpetually positive outlook that’s fun to be around. She gets along great with clients and co-workers, and strives to make even the most mundane design requirements at least a little bit exciting.

Why we’re your type…

At Archetype SC we know there’s no point in going to work every day if you’re not enjoying what you do. We’ve built a team of passionate technology professionals and a culture based on working hard and having fun doing it. But don’t worry, we know the difference between when it’s time to go hard for our clients and when it’s time to kick back for a team happy hour or Friday afternoon session of Street Fighter.

© Copyright 2019 Archetype SC, Inc.