What does your website say about your brand?

The Innocent, the Sage, the Explorer, the Hero, the Outlaw, the Magician, the Everyman, the Lover, the Jester, the Caregiver, the Creator and the Ruler. Margaret Mark and Carol Pearson set out these twelve for brands in their 2001 book The Hero and the Outlaw, grouped by what each one wants most.

Look at how you sound, not what you sell. A bakery can be a Creator (craft and experiments), a Caregiver (comfort and community) or a Jester (fun). Paste your website above and this tool reads your homepage text and picks the closest of the twelve, with the sentence on your page that gave it away.

Sincerity, excitement, competence, sophistication and ruggedness. They come from Jennifer Aaker’s 1997 study in the Journal of Marketing Research, which built a scale for describing brands the way people describe each other. This tool uses archetypes and tone instead, because they are easier to act on when you write a post.

Only your public homepage: its text and the colors it uses. It does not log in, fill forms or read other pages. The tone, archetype, one-liner, blind spot and post idea are a single read by an AI model. The colors and the words you lean on are counted in code from the page itself.

Treat it as a sharp first impression, not a survey. It reads what a new visitor reads in a minute, and it can change a little if you run the same site again later. If the archetype surprises you, that is useful too: it is how your homepage comes across, which is not always how you mean it.

A result is saved for 30 days under the website address, so the share link works and the next person who checks the same site sees the same card. Anyone with the link can open it. We do not save who ran it, and nothing you type besides the address is stored.

Each new website costs us a little to read, so every visitor gets three new sites a day and the tool has a daily budget. A site someone already checked opens instantly and does not count.