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How to Create Strategic Quizzes With Interact: A Brand Director’s Guide

If you’re looking for a way to create a quiz that connects with your audience, reflects your brand, and drives results, you’ve probably heard of Interact. As a brand director, I don’t just see quizzes as fun marketing tools—I see them as opportunities to create meaningful touchpoints with your audience. In this article, I’m sharing my step-by-step framework for using Interact to build quizzes that aren’t just engaging—they’re strategic, intentional, and tied directly to your offers.

Your Quiz as a Strategic Experience

Most people think of quizzes as just another lead generation tool. Something fun. Something quick. But what if I told you that a quiz, when done well, could become one of the most valuable experiences in your brand?

A great quiz doesn’t stop at collecting email addresses. It’s the first step in a larger journey—a journey that starts with curiosity, creates clarity, and guides your audience toward meaningful action.

This is how I approach quizzes as a brand director. Every question, every result, every touchpoint is designed to connect the dots between your audience’s pain points, your brand’s expertise, and the solutions you offer.

In this article, I’ll walk you through how to create a quiz that’s more than just engaging—it’s strategic, intentional, and tied directly to your offers and overall brand experience.

👇🏼 This roadmap breaks down the exact steps to create a quiz that connects your audience’s challenges to your brand’s transformation. Each piece is designed to flow seamlessly, guiding your audience from curiosity to clarity—and ultimately to action.

CLICK HERE TO DOWNLOAD THE ROADMAP IN PDF FORMAT

Why Your Quiz Needs to Start With Your Offer

Most people approach quizzes backward. They start with the questions or the title, hoping it’ll somehow connect to their brand later. But here’s the truth: a quiz should start with the end in mind.

Ask yourself 👇🏼

- What transformation does my business provide?

- What problem does my offer solve?

- Where is my audience stuck right now

For example, when I designed my quiz, “What’s Stopping Your Designers From Delivering Their Best Work?”, I didn’t start with random questions. I started with my Creative Leadership Accelerator—a service designed to help founders lead their creative teams more effectively. The quiz was simply a way to guide my audience toward that solution.

Mapping the Path From Quiz to Offer

To make your quiz feel intentional, every step of the process needs to tie back to your offer. Here’s how I map it out:

The Quiz Title

Your title is the first opportunity to show your audience you understand their challenges. It should speak directly to their pain points while hinting at the solution.

• Example: If your offer is a productivity coaching program, your quiz title might be: “What’s Really Holding You Back From Getting More Done?”

The Questions

Your questions should do two things:

1) Help your audience reflect on their struggles and behaviors.
2) Gather insights that allow you to segment them into meaningful results.

Example: If your audience struggles with prioritization, ask:

“When you start your day, what’s the first thing you do?”

“How do you feel about your current to-do list?”

The Results

Here’s where you connect the dots. Your results should:

• Validate their struggles.

• Show them what’s possible with the right guidance.

• Point them toward your offer as the natural next step.

Example: In my quiz, if someone gets The Overworked Quality Checker, their result acknowledges their tendency to micromanage while showing how leadership and systems could free them to focus on strategy. The result then directs them to my Creative Leadership Accelerator, where I help them build that leadership structure.

The Call-to-Action

Don’t just stop at the results. Give them a clear next step that aligns with their needs.

Example: “Ready to stop micromanaging and lead your team with confidence? Book a call to explore how [Your Offer] can help.”

Why Archetypes Make Results More Impactful

One of the most effective ways to create meaningful quiz results is through archetypes. Archetypes work because they’re specific, relatable, and make your audience feel seen.

Here’s how I approach archetypes:

Make Them Reflect Real Challenges

Archetypes should represent distinct behaviors or mindsets that align with your audience’s pain points.

• Example: For my quiz, I identified four common leadership styles among founders managing creative teams, like The Systemic Survivor (reactive and overwhelmed) or The Comfort Zone Captain (hesitant to push boundaries).

Tie Them to Your Offer

Each archetype should naturally lead to a solution your business provides.

• Example: If someone gets The Comfort Zone Captain, their result explains how my service can help them guide their team toward bold, creative risks.

Show What’s Possible

Archetypes aren’t just labels—they’re a starting point for transformation. Use them to paint a vision of what your audience could achieve with your help. The best archetypes help your audience feel seen while showing them how your brand can support their growth.

Designing a Brand-Aligned Experience

A truly brand-aligned quiz isn’t just about matching colors or tweaking tone—it’s about embedding your quiz into the bigger picture of your brand strategy. It should feel like a natural extension of the story your brand tells and the transformation you’re offering your audience.

Here’s how to think strategically when creating a quiz that feels seamlessly aligned with your brand:

1. Start With Your Brand’s Core Narrative

Your quiz should reflect the foundational story your brand is built on—the bigger reason why your business exists and the transformation you offer.

Ask yourself:

• What does my brand stand for?

• What’s the overall message I want my audience to take away from this experience?

• How does the quiz reinforce that message at every step?

Think about the big picture: What does your brand solve, and how does this quiz reflect that? If your brand stands for simplifying the complex, your quiz should feel simple and intuitive, reflecting that promise at every step.

2. Align With Your Brand’s Strategic Goals

The most effective quizzes aren’t standalone tools—they’re tied directly to your larger business objectives. Before you create a single question, identify what you want the quiz to achieve.

Here’s how to align your quiz with your goals:

• Promoting a Signature Offer: If your goal is to drive traffic to a specific service, craft your quiz around the key problem that service solves. The results should naturally guide users toward that offer as the solution.

• Gathering Insights About Your Audience: If you’re refining your messaging or offers, use your quiz to uncover patterns in your audience’s challenges, preferences, or priorities.

• Building Brand Awareness: Design a quiz that highlights the unique value your brand brings, ensuring that both the process and the results reflect what sets you apart.

Your quiz isn’t just a tool to engage—it’s a way to move your audience closer to your business goals, whether that’s deeper trust, more conversions, or greater awareness.

3. Build the Quiz as Part of the Brand Journey

Your quiz isn’t the destination—it’s the starting point for a deeper relationship with your brand. It should feel like the first chapter of a bigger story, seamlessly guiding your audience toward what’s next.

Here’s how to make the journey feel intentional:

🙌🏼 Position the Quiz as a Gateway: Frame your quiz as an opportunity to uncover insights or solutions that align with your audience’s needs.

Example: “Discover what’s holding your team back and how you can move forward with clarity.”

🙌🏼 Results That Lead Somewhere: The results shouldn’t just describe—they should direct. Whether it’s pointing to a service, a resource, or the next logical step, the results should clearly show the path forward.

Example: “Now that you know your archetype, here’s how to overcome this challenge and take the next step toward [desired outcome].”

🙌🏼 Keep the Journey Seamless: From the quiz to the results to your call-to-action, every step should feel like part of the same story. If the transition feels disconnected, you risk losing the trust and momentum you’ve built.

When you align your quiz with your brand’s strategy, goals, and journey, it becomes more than just content—it becomes an extension of your brand experience. It’s not just engaging—it’s strategic.

How Interact Makes This Process Easier

This kind of intentionality might sound overwhelming, but platforms like Interact make it easy to bring your strategy to life.

Here’s how Interact supports a strategic quiz approach:

001) Customizable Results: You can craft archetypes and results that feel deeply personal and aligned with your brand 👇🏼

002) Logic Pathways: Interact allows you to guide users through a tailored journey based on their answers, making the experience feel seamless.

003) Integration with Email Marketing: Interact makes it simple to connect your quiz to your email platform, so every result leads to a nurturing sequence designed to convert.

Building a Quiz That Reflects Your Brand

A well-designed quiz doesn’t just generate leads—it sets the stage for deeper engagement with your brand. Interact is the tool I trust to make it happen, but a quiz is just one piece of a bigger strategy. If you’re looking for guidance on aligning a quiz with your brand, incorporating it into your offers, or creating a seamless brand experience, I’d love to hear from you. Inquire here to explore how we can work together.

And if you’re planning a launch and thinking about how a quiz could fit into the bigger picture, be sure to check out my Launch Architecture service—it’s designed to bring every piece of your launch together for maximum impact.