The twelve archetypes and the method

If you want to understand the thinking behind the test, or simply browse the archetypes, there are two extra sections on brand.ibenta.no in addition to the test itself.

Browse all twelve

At brand.ibenta.no/en/archetypes you'll find a small reference guide to all twelve archetypes. They're organised into four core needs, three archetypes each:

• Freedom and independence: the Innocent, the Explorer, the Sage.
• Mastery and transformation: the Hero, the Outlaw, the Magician.
• Belonging and connection: the Everyman, the Lover, the Jester.
• Stability and structure: the Caregiver, the Creator, the Ruler.

Click into an archetype and you get a deep profile: its core desire, its fear, its gift, the brand promise, guidance on voice and tone, a visual system with palette and typography, examples of well-known brands, and how the archetype blends with the other eleven. Worth reading whether or not you've taken the test.

The method behind it

The page brand.ibenta.no/en/method explains where the model comes from and how we use it. In short, it builds on the work of Carl Jung, carried forward by Carol S. Pearson, and connected to brands by Margaret Mark and Carol S. Pearson in the book The Hero and the Outlaw (2001).

There we also make an important point, honestly: this is not the official Pearson-Marr Archetype Indicator, and not a scientifically validated personality test. The result is meant as a structured hypothesis, a good starting point for working on your brand, not a verdict.

What's stored about you

The test always stores your answers and the archetype result. If you unlock the full result, we also store your name, email, any company and website, and the time you gave consent.

• Why: so you can return to your result link, and because you asked to receive the result and agreed that Ibenta may follow up. We don't sell the data and don't use it for anything else.
• For how long: results that aren't unlocked are deleted automatically after 30 days. Contacts we've received consent from we keep while the relationship is active, or until you ask us to delete them.
• Deletion: send an email to [email protected] and we'll delete. If we delete the contact, the associated test result is deleted too.

You'll find the full privacy terms at brand.ibenta.no/en/privacy. See also Privacy and GDPR for how we handle personal data in general.