About

About this test

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

Where the twelve 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 the test is scored

The test 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.

Scoring happens in your browser. Your answers are not sent anywhere unless you choose to generate a written report, and there is no email gate on the result.

About the imagery

Each archetype's artwork is generated from that archetype's own colour palette. The example characters are described in words rather than shown, because they belong to the people who created them.