Brand archetype test: from a hypothesis to a measured profile
Looking for an archetype test for your brand? In ACM, the starting point is the profile described by the leadership across the 12 archetypes. You then compare it with the published materials and with customer responses. On this page you see the steps and choose between an example without an account and working with your own brand.
What you can do now
Open the demo without an account to see a profile and how it is interpreted. For your brand's data, sign in to the platform or create an account, then open the brand you have access to. This page is the getting-started guide; the questionnaires and data collection take place in the platform.
How to start your brand's profile
First decide which brand and which period you are describing. In the area dedicated to the leadership, participants answer separately, following the instrument's instructions. Keep the individual answers: differences within the team are useful information, not something to smooth over through a discussion before filling in.
How to test the hypothesis
Compare the statements with concrete materials from the brand's channels. Apply the coding scheme and check the inter-coder agreement. Add customer responses when you want to find out how they perceive you. A label chosen to suit the founder's preference does not take the place of these sources.
What the result means
The profile shows how the descriptions are distributed across the instrument's archetypes. Read it together with the source and the period: the leadership's profile describes intent, while the materials and the customers may say something else. The result is not a psychological diagnosis of the person filling it in.
From profile to decision
Choose a difference supported by the data, formulate the change and name the person responsible. Keep the baseline measurement and decide when you will compare again. If you want to go through the whole process, continue with the brand audit guide.
FAQ
Do I get an instant result here?
No. Here you will find the explanation and access to the demo or the platform. A result for your brand requires entering the data in the instrument.
Can I use the demo as a result for my brand?
No. The demo uses fictitious data and only shows how the platform works. Your brand's profile is built from your own data.
Do I have to choose a single archetype?
The instrument works with a profile across all of its archetypes. The interpretation follows the distribution and the comparison of sources, not just a label.