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Branding

with Archtypes

by Kendall Summerhawk

Directions
Please use ther rating scale to the right to 1 = Strongly Disagree
complete the boxes on each page. Choose the 2 = Disagree
rating that is closest for you. Be honest and go 3 = Neutral
with the first answer that comes to you! 4 = Agree
5 = Strongly Agree

1=Stongly Disagree, 2=Disagree, 3=Neutral, 4=Agree, 5=Strongly Agree Copyright 2007 Kendall Summerhawk 1
Group 1 Group 2
I love the idea of transforming I often feel inspired and have
something an active imagination
I believe rules are meant to be Creating a feeling of family or
broken community is important to me
I believe in fairness and I believe people need to
equality lighten up
My product/service offers lots I believe form and function go
of choice and variety hand in hand
I often feel isolated from
I value giving to others
other people
People's rights are important My product/service helps
to me people feel playful
Spirituality is a vital
connection for me in my work I enjoy the creative process
and life
I would rather do something I find it hard to say no to
my own way than be popular clients
My friends are a very I life to help people have a
important part of my life good time
I love to reframe a situation or I do not like to compromise
offer new perspective my standards
My product/service stands for Kindness, caring and
something radical or different compassion are key values for
instead of blending in me
I value creating connection I laugh at the idea of following
and community the rules
My product/service helps
I believe in serendipity clients express themselves in a
creating way
My product/service provides
My product/service makes
comfort or security for my
people feel rebelious
clients
I would much rather work I value creativeity and
together than alone innovation

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Total Column 2 0 Total Column 5 0
Total Column 3 0 Total Column 6 0

1=Stongly Disagree, 2=Disagree, 3=Neutral, 4=Agree, 5=Strongly Agree Copyright 2007 Kendall Summerhawk 2
Group 3 Group 4
I like appealing to peoples'
I value being in control
finer tastes
I believe in happy endings I value self discovery
It's important to seek the
I like feeling victorious
truth
Creating intimate client,
Systems and structure are
vendor or employee
important for getting things
relationships is important to
done
me
My product/service helps
My product/service is healthy
people find their way or learn
or good for you
more about themselves
I value hard work and I believe that knowledge and
perseverance wisdom are important
My product/service help
I see my clients as people to
clients feel powerful or in
be loved or feel close to
charge
Individuality, choice and
I like things to be simple,
uniqueness are key values for
cheerful or upbeat
me
Overcoming challenges is
I like to make people think
motivating to me
I value working with people on My product/service is seen as
a heart-to-heart level a step above the competition
My product/service creates a
I love exploring new
feeling of safety and
possibilities
predictability
My product/service helps
I believe in standing up for the
people investigate different
underdog
viewpoints
I enjoy helping people feel I value doing the right thing
special and appreciated even if it's not popular
Freshness, cleanliness or I tend to be a loner and prefer
wholesomness are important not to be part of a group for
to me any length of time
Anything can be accomplished
I respect objectivity
with discipline and focus

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Total Column 8 0 Total Column 11 0
Total Column 9 0 Total Column 12 0

1=Stongly Disagree, 2=Disagree, 3=Neutral, 4=Agree, 5=Strongly Agree Copyright 2007 Kendall Summerhawk 3
Group 5 Group 6
I often "see" how something
I know that each of us has the
can be made better or more
power to transform our lives
beautiful
If I don't like something I'll Taking care of other peoples'
stand up against it needs is important to me
I like people to know I can be I believe innnovation happens
counted on at unexpected moments
I love to see people come
I like things that are custom,
together and make something
one-of-a-kind or innovative
happen
It's important to me that
I value honesty above the law
people feel safe and protected
I believe rules are best if they I enjoy helping clients see
apply to everyone situations in a new way
I believe dreams can (and do) I rely more on inspiration and
come true ideas than facts and figures
Being in the limelight is not as
I'd rather stand up for what I
important to me as being of
believe in than compromise
service
My product/service is good for
I like surprising people
everybody
Communicating thoughts and Innovating new solutions is
ideas is really important to me exciting for me
I don't mind making personal
I know I'm different from most
sacrifices for my clients or the
people
people I work with
I expect people to do (and be)
I value living for the moment
their best
I prefer to see what happens My product/service makes the
rather than get too structured world more beautiful
Clients know they can always
My product/service helps
depend on me (or my
people look or act differently
product/service) to be there
than others
for them
I am at times seen as
I like to help other people
provocative or off-color

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Total Column 15 0 Total Column 18 0

1=Stongly Disagree, 2=Disagree, 3=Neutral, 4=Agree, 5=Strongly Agree Copyright 2007 Kendall Summerhawk 4
Group 7 Group 8
Creating an elegant ambiance It's important to be organized
is important to me and efficient
I take a playful approach to
I often feel bored or restless
my product/service
People use my
Facing obstacles is not a
product/service as a resource
reason to quit
or source of information
Beauty and style are very I often feel responsible for the
important to me well-being of others
My product/service is
I am hopeful and optimistic innovative or helps people do
something in a new way
It's important to champion I enjoy a healthy or spirited
what's right debate
My product/service helps I deliver assurance and
people feel indulged or special confidence
I value friendliness and I have a strongly independent
positive work habits nature
My product/service helps
I value understanding the way
people go beyond their
things work
ordinary abilities
I believe in living the good life I value leadership and respect
I appreciate knowing what is I don't like boundaries or
expected of me limits
My product/service creates a I believe most problems can
feeling of competition and be solved with the right
winning information
I'm comfortable establishing
Loyalty and commitment are
rules and order so that things
key values for me
run smoothly
Others see me as leading the
I like being taight what to do
way
I seek our multiple points of
I don't believe in compromise
view

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1=Stongly Disagree, 2=Disagree, 3=Neutral, 4=Agree, 5=Strongly Agree Copyright 2007 Kendall Summerhawk 5
Please total your scores for each column and enter them in the matching space below:

Grand
Total Column Total Archetype
1 0 13 0 0 Alchemist
2 0 14 0 0 Maverick
3 0 15 0 0 Humanitarian
4 0 16 0 0 Artist
5 0 17 0 0 Nurturer
6 0 18 0 0 Jester
7 0 19 0 0 Romantic
8 0 20 0 0 Innocent
9 0 21 0 0 Hero
10 0 22 0 0 Ruler
11 0 23 0 0 Explorer
12 0 24 0 0 Teacher

Congratulations!
Your top three archtype scores are (from highest to lowest):

#1 Archtype
#2 Archtype
#3 Archtype

1=Stongly Disagree, 2=Disagree, 3=Neutral, 4=Agree, 5=Strongly Agree Copyright 2007 Kendall Summerhawk 6