Only 2% of Us Are Rebels —What Our Personal Brand Archetype Data Reveals About Who We Are Online

Since launching the Personal Brand Archetype Quiz, thousands of people—13,494 to be exact—have taken the plunge to discover what truly sets them apart. Designed for creators, coaches, trainers, experts, solopreneurs, and service business owners, this quiz reveals the deeper narrative behind how you show up online—and how you connect, lead, and grow.

But here’s where it gets interesting: when we look at the data, there’s a clear pattern.

Some archetypes show up time and time again. Others? Almost never.

So what does this say about us—and what might it mean for your personal brand?

Let’s dive into what we’ve learned.

The Top 3 Archetypes: Why We Lead With Wisdom, Simplicity, and Creativity

Out of nearly 8,000 quiz starts and over 5,000 completions, the most commonly revealed archetype is… the Sage.

15.8% of quiz-takers landed here, making it the #1 result. Sages lead with insight, truth, and depth. In a world of noise, they offer clarity. And in a marketplace driven by trends and hacks, they ground us in why things work.

Why are so many of us showing up as Sages in 2025?

We believe it’s because more people than ever are positioning themselves as experts. In an age of AI-generated content and short attention spans, trust and knowledge are powerful differentiators. Whether you’re a coach, consultant, speaker, or thought leader, being seen as wise and credible matters.

Close behind are the Innocent (12.8%) and the Creator (11.4%).

The Innocent archetype resonates with those who lead with optimism, simplicity, and a desire to bring hope and harmony into the world. This may explain why we’re seeing so many wellness practitioners, heart-led service providers, and content creators identify here—especially after years of burnout, complexity, and online overwhelm.

Meanwhile, the Creator speaks to those who thrive on building, making, and imagining something new. If you’re drawn to originality, expression, and designing your own path, you’re in good company with this group—especially within the entrepreneurial space.

The Heart-led Archetypes Are Alive and Well

Just behind the top three are the Caregiver (11.3%), the Entertainer (9.4%), and the Friend (8.1%)—all of which are deeply relational archetypes. These results point to a growing truth in 2025: people want to feel connected.

More of us are building brands based on support, warmth, and emotional resonance—especially in service-based sectors where clients are seeking not just results, but real relationships. Whether you’re a coach holding space for others, or a content creator offering joy and comfort, these archetypes thrive by making others feel safe, seen, or uplifted.

It’s worth noting that all three of these archetypes typically undervalue their own voice—so if you landed here, your brand might be more powerful than you realize.

And Then There’s the 2%: Where Have All the Rebels Gone?

Now for the outliers.

Only 2.4% of quiz-takers landed on the Hero, and just 2.4% on the Rebel—the least common archetypes in the entire dataset.

That’s right: of over 5,000 completions, fewer than 130 people got the Rebel result.

Which begs the question: where are all the risk-takers, truth-speakers, and change-makers?

We believe the answer lies not in who we are—but in how safe we feel showing up that way.

Rebels are bold, unapologetic, and challenging by nature. They thrive on pushing boundaries, disrupting norms, and calling out what’s broken. But in a digital world that still favors polished professionalism and likability, many people instinctively shy away from showing up in ways that might provoke or polarize.

The same goes for Heroes. These are the doers, the high achievers, the ones who step into challenges and lead from the front. But burnout, imposter syndrome, and the fear of appearing “too much” might cause many would-be Heroes to tone themselves down.

In other words: we may feel like Rebels or Heroes deep down, but we don’t always give ourselves permission to show up that way—yet.

Why This Data Matters for Your Brand

These insights are more than just fun facts. They reflect real choices people are making about how they want to be seen—and the kinds of energy they feel safe expressing.

• Do you lead with knowledge, but wish you could share more of your creative side?
• Do you support others tirelessly but struggle to make your own voice heard?
• Are you secretly a Rebel or Hero trying to show up as something more “palatable”?

If you’re building a personal brand—and especially if you run a business—understanding your archetype can unlock huge shifts in clarity, consistency, and confidence.

And just as importantly, it gives you permission to express your brand in a way that actually works for you.

What Will You Discover About Yourself?

Here’s what we know: when people discover their archetype, they light up. They feel seen, validated, and empowered to build a brand that reflects who they are—not who they think they should be.

If you haven’t yet taken the quiz, now’s your moment.

🎯 Take the Free Personal Brand Archetype Quiz to find out what drives your brand—and how to build and grow your business in a way that aligns with your strengths, your values, and your personality.

Because the best personal brand isn’t the loudest. It’s the one that feels most like you.