So your quiz result doesn’t feel like a perfect fit? Don’t stress…
Branding isn’t about putting yourself in a box. It’s about finding the lens that helps your business feel clearer, more confident, and client-ready.
Your Brand Personality is the foundation that makes your brand feel human, not generic. It’s what guides your tone of voice, your visuals, and the overall energy people experience when they come across your brand.
When you’re building a business, especially in the earlier stages, your brand is what makes people stop, notice and trust you. A strong personality helps you:
✦ Stand out instead of blending in with everyone else.
✦ Build instant emotional connection with your dream clients.
✦ Look and sound credible and professional (even before you’ve scaled).
Why it matters for entrepreneurs like you:
Discover the Brand Personality Archetypes
Your Brand Personality is like the lens your brand shows up through. Each archetype connects to a core human desire, which is what your clients are already looking for in the brands they trust.
Originally rooted in Carl Jung’s archetype theory, these timeless patterns have been reimagined for modern branding so you can use them as practical tools, not just abstract psychology.
Think of them as shortcuts that help give your brand instant recognition, consistency and emotional depth.
Each archetype gives you a starting point for shaping your tone of voice, visuals and brand experience. You may feel strongly aligned with one or find yourself blending a couple together.
Here’s a quick look at the 12 archetypes you can explore:
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The Hero
Courage. You inspire people to take action and believe in themselves.
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The Rebel
Bold change. You disrupt the status quo and show there’s a better way.
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The Magician
Transformation. You turn big dreams into reality with clarity and guidance.
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The Innocent
Simplicity + optimism. You make life feel lighter, clearer and more hopeful.
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The Explorer
Freedom. You help people push boundaries and try new paths.
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The Sage
Wisdom. You share insights that shift perspectives and build credibility.
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The Best Friend
Empathy. You make people feel safe, included and understood.
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The Lover
Intimacy. You create connection through care, beauty and trust.
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The Jester
Joy + fun. You bring lightness and humour that make people feel good.
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The Caregiver
Compassion. You support and nurture in meaningful ways.
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The Creator
Innovation + beauty. You bring original ideas and aesthetics to life.
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The Ruler
Credibility. You provide security, order and authority people can rely on.
Your quiz result gives you a personality profile but remember, it’s a foundation, not a prescription. If parts don’t resonate, explore the other archetypes and see which elements feel most aligned.
✦ Choose what resonates most and lean into the parts that feel right.
✦ Think from your ideal client’s perspective. How do you want them to experience your brand?
✦ Use your brand personality as a guide, not a rulebook. It’s here to make branding easier, more consistent and better aligned.