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This branding survey has two parts. Part 1 is the Archetype description Survey, the second part is the Tone Survey. In the Archetype survey we want to know what you identify with as described in the twelve archetypes from the Archetype wheel above. Please read each Archetype description below and select up to three (3) that best fit your Artist persona. The result of the survey is can be shared by you with graphic artists, videographers and marketing professionals for a brand-consistent vibe to form a consistent artist visual-identity. We will not share the results with anyone for any reason.

Pick any (1..3) of the following Archetype descriptions that you match:

1. The MAGICIAN makes dreams come true. Where others focus on the practical, the magician uses their knack for imagination to create the extraordinary. P!nk is a great example. Where just about anyone can put on a stadium show with pyrotechnics and costumes, P!nk goes above and beyond to combine stadium music shows with the awe of circus arts.

2. The SAGE seeks truth. The sage’s goal is truth, everything else is secondary to the pursuit of clarity and understanding. An artist who might exemplify this is Barbara Kruger, a photo collage artist who used her work to question societal norms without commentating on them herself, leading the viewer to seek truth through the questions they asked.

3. The INNOCENT seeks happiness. Everything is free, morally sound and content for the innocent. An innocent will never guilt you, ploy you with sex, or try to convince you excessively. Instead, an innocent brand will charm you with nostalgia and an escape from the complex world. Christian music artists often embody this brand, as well as children's musicians. Early Taylor Swift is another great example.

4. The OUTLAW seeks revolution. The outlaw is fearless. Where the innocent recalls girl scout camp songs and soft ballads, the outlaw appeals to the subversion of mainstream culture.

5. The JESTER lives in the moment. Humor, silliness, and nonsense are all in a jester’s toolkit. The goal of a jester brand is to make you smile with light-hearted fun.

6. The LOVER makes you theirs. Passion, pleasure, and sensuality are keys to the lover’s heart. A lover brand wants you to associate them with the intimate moments in your life. What do you buy to celebrate? How do you indulge your significant other? Chances are, you’re buying from a lover brand.

7. The EXPLORER break free. Freedom is the top priority for an explorer. Where other brands might try to help you build a home, these brands want to get you out of that comfort zone.

8. The RULER wants absolute power luxury and social status. A ruler brand is exclusive. Perception as elite and unmatched in influence is critical, so artists that fall under this umbrella are usually in mainstream music with long careers. The obvious example here is Beyonce, who is heralded as the queen of R&B. Similarly from a less arts focused standpoint, the Kardashians shoot for the ruler brand, and occasionally come up short because a hidden layer of the brand is its cleanliness. The ruler never has bad PR.

9. The CAREGIVER nurtures you. The caregiver is benevolent and just wants to be there for you. Caregiver brands build trust. It’s rare to see a caregiver brand engage in direct confrontation. Their focus is on who they can help, rather than who they can compete with. Elton John fits this archetype. Beyond music that centers on love, empowerment, connection and self expression, his history of quiet philanthropy shows an aim of care and aid rather than bravado.

10. The HERO wants to prove himself. The hero makes the world better by being the best. A hero brand isn’t concerned with nurturing, it’s there to challenge you. If you want to rise to the occasion, you’re going to need a hero’s help. Think Taylor Swift or Adele.

11. The REGULAR GUY/GIRL wants to belong. This archetype is focused on providing something so far removed from pretentiousness that it can appeal to everyone. It is the most challenging archetype to pull off because you have to have a genuine vibe that actually appeals across demographics. Think Brandi Carlile before she started wearing pant suits :-/

12. The CREATOR craves perfection. A creator isn’t worried about the cost of production or making things at scale (that is why you have a Label haha). While the magician stresses vision and imagination, creators are different – they strive to create a brand you can’t live without. Think mega artists like Prince, Madonna, and Michael Jackson (minus the weird shit), etc.

Tone of Voice Dimensions

In the Tone of voice survey below, click a mood, style, approach and energy tone that you think your Artist persona fits. Choose one of each dimension that are a match!

1. Mood:
FunnySerious
2. Style:
FormalCasual
3. Approach:
RespectfulIrreverent
4. Energy:
EnthusiasticMatter-of-fact

Tone Descriptor

In the Tone Descriptor survey below, check any tone descriptor that you think your Artist persona fits. Choose any that are a match!

Tone Descriptor

1. Authoritative
2. Caring
3. Cheerful
4. Coarse
5. Conservative
6. Conversational
7. Casual
8. Dry
9. Edgy
10. Enthusiastic
11. Formal
12. Frank
13. Friendly
14. Fun
15. Funny
16. Humorous
17. Informative
18. Irreverent
19. Matter-of-fact
20. Nostalgic
21. Passionate
22. Playful
23. Professional
24. Provocative
25. Quirky
26. Respectful
27. Romantic
28. Sarcastic
29. Serious
30. Smart
31. Snarky
32. Sympathetic
33. Trendy
34. Trustworthy
35. Unapologetic
36. Upbeat
37. Witty

Thank you, we will send you an immediate result from this survey when you click submit below. We will not share your information or survey results with any third parties and will not use this information unless you request professional services from us.