Your main brand persona is {result rank #1 title}

Your top 3 results are:

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{result rank #2 title} {result rank #2 percent}

{result rank #3 title} {result rank #3 percent}

The Rebel, also known as The Maverick or The Outlaw, wants to start a revolution.

You believe there’s a better way and are confident you know exactly what it is. You project fearlessness and outrage. Core attributes include fearlessness in speaking out, a belief that “common wisdom” is not always wise, and a tendency to question the status quo. The shadow side of the Rebel includes destructive behavior, going out of control, and being insensitive.

Motto: Rules are made to be broken.

How they make others feel: Thrilled, Stimulated, Excited, Non-conformist.

Brand language: Use informal language that projects boldness, daring, rebelliousness, liberation, and a rejection of the status quo.

Brand colors: The bright neon of a dive club, the black and blood red of revolution, or the gritty earth tones of punk rock.

Representative song: Fight the Power - Public Enemy

Sample brands: Virgin, Harley-Davidson, Jack Daniels

Characters and celebrities: Captain Jack Sparrow, Ferris Bueller, Robin Hood, Lady Gaga, Amy Winehouse

Sample tagline: "Screw It, Let's Ride” - Harley Davidson

Determining your primary and secondary brand archetypes is a great first step toward successfully revealing your brand identity. But every business is different, and archetypes are simply a foundation on which to build your own unique brand style and message. There’s still plenty left to do. We’re here to help you through the process.

Your main brand persona is {result rank #1 title}

Your top 3 results are:

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{result rank #2 title} {result rank #2 percent}

{result rank #3 title} {result rank #3 percent}

The Magician, also known as the Healer, Visionary or Shaman, desires to transform dreams into reality.

You believe that you can leverage the laws of the universe to help people turn their problems into solutions. You project charisma and magnetism. Core attributes include giving the impression you have superpowers, skillfully influencing outcomes from behind the scenes, and being able to recognize the possibilities all around us. The shadow side of the Magician includes tendencies towards manipulation or dishonesty and a danger of being consumed by power.

Motto: It can happen.

How they make others feel: Fascinated. Full of wonder. Ready to create their own magic.

Brand language: Use words that project imagination, transformation, possibility, healing.

Brand colors: Peacock tones such as purple and green. The gold and silver of a sparkler or charm.

Representative song: I've Got the World On A String - Frank Sinatra

Sample brands: Disney, Tesla, Red Bull

Characters and celebrities: Oprah, Steven Spielberg, Tony Robbins, Glinda, Willy Wonka, Morpheus, Morgan le Fay

Sample tagline: "If You Can Dream It You Can Be It." - Walt Disney

Determining your primary and secondary brand archetypes is a great first step toward successfully revealing your brand identity. But every business is different, and archetypes are simply a foundation on which to build your own unique brand style and message. There’s still plenty left to do. We’re here to help you through the process.

Your main brand persona is {result rank #1 title}

Your top 3 results are:

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{result rank #2 title} {result rank #2 percent}

{result rank #3 title} {result rank #3 percent}

The Hero, also known as the Superhero, Champion, or Warrior, desires to triumph over adversity.

You believe in hard work, sacrificing your needs for the greater good, and protecting the defenseless. You project fearlessness, confidence, and strength. Core attributes include never quitting, being disciplined, and acting decisively. The shadow side of the Hero includes arrogance and refusing to ask for help when it's needed.

Motto: Where there's a will, there's a way.

How they make others feel: Motivated, Empowered. Inspired to overcome obstacles.

Brand language: Use words that motivate people to achieve and succeed despite all odds.

Brand colors: Superhero colors, like Superman’s classic red, white, and blue or the strong but somber blacks, greys, and browns of Batman. You can also use the bright orange and neon yellow of firemen and EMTs.

Representative song: We Are The Champions - Queen

Sample brands: American Red Cross, Nike, FedEx

Characters and celebrities: Katniss from the Hunger Games, Nelson Mandela, The Rock, Superman, Wonder Woman

Sample tagline: "Just Do It." - Nike

Determining your primary and secondary brand archetypes is a great first step toward successfully revealing your brand identity. But every business is different, and archetypes are simply a foundation on which to build your own unique brand style and message. There’s still plenty left to do. We’re here to help you through the process.

Your main brand persona is {result rank #1 title}

Your top 3 results are:

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{result rank #3 title} {result rank #3 percent}

The Lover, also known as the Partner, Sensualist, or Companion, desires connection with others whether it's romantic or platonic.

You believe that love is everything, the world is full of beauty, and that everyone around you should feel special. You project passion, charisma, and dramatic flair. Core attributes include wishing to be seen as desirable and highly valuing aesthetics and beauty. The shadow side of the Lover includes impulsivity, shallowness, and histrionics.

Motto: I only have eyes for you.

How they make others feel: Appreciated, Desired, Seen, Excited.

Brand language: Use adjective-rich, descriptive words that project passion, uniqueness, and intimacy.

Brand colors: The colors of a sunset. The reds, pinks, and golds of love and luxury.

Representative song: I Only Have Eyes For You - The Flamingos

Sample brands: Godiva, Chanel, Victoria's Secret

Characters and celebrities: Charlotte from Sex and the City, Rudolph Valentino, Cleopatra, Barry White, Noah Calhoun from The Notebook, Aphrodite

Sample tagline: "To be irreplaceable, one must be different.” - Chanel

Determining your primary and secondary brand archetypes is a great first step toward successfully revealing your brand identity. But every business is different, and archetypes are simply a foundation on which to build your own unique brand style and message. There’s still plenty left to do. We’re here to help you through the process.

Your main brand persona is {result rank #1 title}

Your top 3 results are:

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The Jester, also known as the Performer, Entertainer or Comedian, desires to live joyfully and in the moment.

You believe that life is meant to be fun. You project playful, even silly energy. Core attributes include zaniness, making even the most serious subjects funny, and finding humor in everything. The shadow side of the Jester includes irresponsibility, superficiality, and even cruelty.

Motto: Let's party!

How they make others feel: Entertained, energetic, carefree.

Brand language: Use informal words that entertain and make people laugh - can be slangy, weird, goofy, fun, or off-the-cuff.

Brand colors: Light and playful yellows, teals, pinks, oranges

Representative song: White & Nerdy - Weird Al Yankovic

Sample brands: Wendy’s, GEICO, Old Spice

Characters and celebrities: Akwafina, Robin Williams, Melissa McCarthy, Austin Powers, Wanda Sykes, Chandler, Jim Carrey, Bugs Bunny, Mrs. Maisel

Sample tagline: "Be a man, man!” - Old Spice

Determining your primary and secondary brand archetypes is a great first step toward successfully revealing your brand identity. But every business is different, and archetypes are simply a foundation on which to build your own unique brand style and message. There’s still plenty left to do. We’re here to help you through the process.

Your main brand persona is {result rank #1 title}

Your top 3 results are:

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The Citizen, also known as the Boy/Girl Next Door, Everyperson or Neighbor, desires to belong and fit in.

You believe that we're all created equal. You project friendliness, authenticity, and reliability. Your core attributes include being a straight shooter, enjoying the simple things in life, and embracing life as part of a community of like-minded people. The shadow side of the Citizen includes rigid conformacy, conventionality, and being overly suggestible.

Motto: Work Hard, Stay Humble

How they make others feel: Connected, Comforted, and Welcome

Brand language: Uses informal, straightforward, and simple words and short sentences with a "regular person" sensibility. Avoid language that excludes.

Brand colors: Blue, beige, white, green. Think white t-shirts and blue jeans.

Representative song: Small Town by John Cougar Mellencamp

Sample brands: GAP, Target, Budweiser, Discover

Determining your primary and secondary brand archetypes is a great first step toward successfully revealing your brand identity. But every business is different, and archetypes are simply a foundation on which to build your own unique brand style and message. There’s still plenty left to do. We’re here to help you through the process.

Your main brand persona is {result rank #1 title}

Your top 3 results are:

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The Caregiver, also known as the Helper, the Mother, or the Servant, desires to be of service.

You believe that we should treat our neighbors as ourselves. You project generosity, compassion and empathy. Core attributes include selflessness, giving unconditional love, and serving with no need for reward. The shadow side of the Caregiver includes over-giving, weakness, and manipulative behavior.

Motto: How Can I Help?

How they make others feel: Safe. Nurtured. Not Alone.

Brand language: Uses language that stirs people's conscience, projecting emotion, empathy, and caring. Can even have a religious quality to it.

Brand colors: Pink, baby blue and white, pastels

Representative song: Lean on Me by Bill Withers

Sample brands: Campbell’s Soup, Johnson & Johnson, Unicef, Volvo, Tom's

Characters and celebrities: Mary Poppins, Hagrid from Harry Potter, Luisa from Encanto, Princess Diana, Mother Theresa

Sample tagline: "From the day you're born, Johnson & Johnson never stops taking care of you."

Determining your primary and secondary brand archetypes is a great first step toward successfully revealing your brand identity. But every business is different, and archetypes are simply a foundation on which to build your own unique brand style and message. There’s still plenty left to do. We’re here to help you through the process.

Your main brand persona is {result rank #1 title}

Your top 3 results are:

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The Ruler, also known as the King/Queen, Executive or Leader, desires to be in control.

You believe that if you're successful you deserve to reap the rewards. You project confidence, authority, and polish. Core attributes include surrounding yourself with others who aspire to prosperity, working hard, and striving to create stability, structure, and order. The shadow side of the Ruler includes coldness, corruptibility, and a sense of entitlement.

Motto: Power Isn't Everything. It's The Only Thing.

How they make others feel: Admired. Successful. Royal.

Brand language: Formal, using phrases that project exclusivity, success, being part of the elite.

Brand colors: Royal purple, rose gold, royal blue (depends on masculine/feminine energy of the brand), champagne, pearl white, gold

Representative song: Diva - Beyonce

Sample brands: Louis Vuitton, Rolex, Mercedes-Benz

Characters and celebrities: Daenerys Targaryen in Game of Thrones, Forest Whittacker in Godfather of Harlem, Miranda Priestly in the Devil Wears Prada, Warren Buffet, Beyonce, Lucy Van Pelt, Kanye

Sample tagline: "The Best or Nothing." - Mercedes Benz

Determining your primary and secondary brand archetypes is a great first step toward successfully revealing your brand identity. But every business is different, and archetypes are simply a foundation on which to build your own unique brand style and message. There’s still plenty left to do. We’re here to help you through the process.

Your main brand persona is {result rank #1 title}

Your top 3 results are:

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The Creator, also known as the Maker, Artist or Visionary, desires to innovate.

You believe that if it can be imagined, it can be built. You project expressiveness and individuality. Core attributes include always wanting to find a new and original way to do something, constantly creating, and out-of-the-box thinking. The shadow side of the Creator includes being a prima donna, sacrificing everything for art, and being unreliable.

Motto: There's Always a Better Way To Do It.

How they make others feel: Amazed. Inspired to emulate them. Curious.

Brand language: Use language that inspires people to express themselves creatively and stirs their desire to make something themselves. Creators often rely more on visuals than words.

Brand colors: Bright and loud - rainbow, neon, fuschia, orange, yellow, blue

Representative song: She Blinded Me With Science - Thomas Dolby

Sample brands: Apple, Lego, Adobe

Characters and celebrities: Don Draper from Mad Men, Shigeru Miyamoto, Gepetto from Pinocchio, Maya Angelou, Steve Jobs, Mozart, Lisa Frank, Miles Davis, Steven Spielberg, Frida Kahlo

Sample tagline: "Think Different." - Apple

Determining your primary and secondary brand archetypes is a great first step toward successfully revealing your brand identity. But every business is different, and archetypes are simply a foundation on which to build your own unique brand style and message. There’s still plenty left to do. We’re here to help you through the process.

Your main brand persona is {result rank #1 title}

Your top 3 results are:

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The Innocent, also known as the Child or the Eternal Optimist, desires safety.

You believe that the simplest things in life are best. You project a sense of childlike wonder, optimism, and purity. Core attributes are a belief that the world can be a better place, sentimentality, and honesty. The shadow side of the Innocent includes naivety, over-dependence on others, and dull predictability.

Motto: Don't Worry, Be Happy

How they make others feel: Joy. Nostalgia. Hope.

Brand language: Simple and informal, focused on the positive, suggesting nature, tradition, and childlike wonder. Never negative or guilt-inducing in any way.

Brand colors: Sunflower yellow, meadow green, sky blue

Representative song: Happy by Pharrell

Sample brands: Coca-Cola, Huggies, Dove

Characters and celebrities: Buddy the Elf, Dorothy in the Wizard of Oz, Dory in Finding Nemo, Marie Kondo, The Dalai Lama

Sample tagline: Have a Coke and a smile!

Determining your primary and secondary brand archetypes is a great first step toward successfully revealing your brand identity. But every business is different, and archetypes are simply a foundation on which to build your own unique brand style and message. There’s still plenty left to do. We’re here to help you through the process.

Your main brand persona is {result rank #1 title}

Your top 3 results are:

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The Sage, also known as the Teacher, Thinker, or Expert, desires wisdom.

You believe that everything is a learning experience. You project intelligence, authority, and expertise. Core attributes include constant research, questing for the truth, and a desire to be as well-informed as possible. The shadow side of the Sage includes being a know-it all, having a sense of superiority, and failing to take action on the knowledge you've accumulated.

Motto: Education is the path to wisdom. Wisdom is where the answers lie.

How they make others feel: Wise. Reflective. Well-Informed.

Brand language: Use sophisticated language, an educational tone, well-researched facts. Avoid dumbing down the message.

Brand colors: Academic colors like dark and sage green, dark navy, golds, greys, white, and black

Representative song: Science is Real - They Might Be Giants

Sample brands: New York Times, Wikipedia, BBC

Characters and celebrities: Confucious, Yoda, Hermione Granger, Neil deGrasse Tyson, Spock, Gloria Foster as the Oracle in The Matrix), Gandalf, Sherlock Holmes, Simone de Beauvoir

Sample tagline: "All the news that's fit to print." - The New York Times

Determining your primary and secondary brand archetypes is a great first step toward successfully revealing your brand identity. But every business is different, and archetypes are simply a foundation on which to build your own unique brand style and message. There’s still plenty left to do. We’re here to help you through the process.

Your main brand persona is {result rank #1 title}

Your top 3 results are:

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The Explorer, also known as the Adventurer, Pioneer, or Seeker, desires freedom.

You believe that you only live once, so make it count. You project daring, independence, and a sense of adventure. Core attributes are a refusal to be confined, treasuring your freedom to explore the world, and constantly seeking out new experiences. The shadow side of the Explorer includes aimlessness, thrill-seeking, and a lack of empathy.

Motto: Not all who wander are lost.

How they make others feel: Alive, Free, Unlimited

Brand Language: Use words that project freedom, openness, adventure, endless possibility, and the potential for change. Language should challenge the restrictions of modern life and champion exploring unknown territory.

Brand colors: Focus on the hues of nature, especially the earth tones of forests, mountains. Beige, green, brown, white, black.

Representative song: Don’t Fence Me In - Roy Rogers

Sample brands: The North Face, Patagonia, Jeep

Characters and Celebrities: Amelia Earhart, Jay Gatsby, Dora the Explorer, Nelly Bly, Anthony Bourdain, Indiana Jones, Huck Finn, Ariel in the Little Mermaid

Sample tagline: “Never Stop Exploring” - North Face

Determining your primary and secondary brand archetypes is a great first step toward successfully revealing your brand identity. But every business is different, and archetypes are simply a foundation on which to build your own unique brand style and message. There’s still plenty left to do. We’re here to help you through the process.