About

About this quiz

Personal Brand Archetypes exists to answer one question: when you sit down to write in your own name, whose voice should come out?

Where do the twelve archetypes come from?

Carl Jung proposed that a small number of character patterns recur across cultures and stories. Brand strategy adapted those patterns into twelve archetypes — most influentially through Margaret Mark and Carol Pearson's work — because they give a brand a consistent character to hold rather than a list of adjectives to aspire to. This site reads them for an individual building an audience rather than for a company running a campaign.

How is the quiz scored?

The quiz is 48 statements. You rate each one from Strongly Disagree to Strongly Agree, which scores 1 to 5. Every statement belongs to exactly one archetype, and your answers are averaged within each archetype group to give twelve scores. The highest is your primary archetype and the second is the one that shapes how it shows up.

The averaging matters. The twelve groups are not the same size — one has five statements, one has three, the rest have four — so comparing raw totals would favour whichever archetype simply asked more questions. Averaging within each group makes all twelve results reachable.

Are my answers private?

Scoring happens in your browser, so your archetype appears with no round-trip and no account. Your answers are only sent anywhere if you ask for the written report, which is emailed to you — that is the one point at which an address is needed.

Where do the images come from?

The twelve archetype photographs are the ones this site has always used. All but two come from Unsplash, whose licence allows commercial use; the photographers are credited below. The example characters in each profile are described in words rather than shown, because they belong to the people who created them.

• The Caregiver — photograph by kenny on Unsplash
• The Creator — photograph by convertkit on Unsplash
• The Everyman — photograph by mateus on Unsplash
• The Hero — photograph by spencer on Unsplash
• The Innocent — photograph by jeremy on Unsplash
• The Jester — photograph by armin on Unsplash
• The Lover — photograph by jonathan on Unsplash
• The Magician — photograph by mehdi on Unsplash
• The Rebel — photograph by some on Unsplash
• The Ruler — photograph by royal on Unsplash