Brand Archetype
The Ruler

The Ruler brand archetype sets a path for others. They want to create an environment of prosperity, security and stability. The Ruler is a big believer that rules are meant to be kept and that policy and procedures are necessary to maintain order.

Ruler brands focus on establishing exclusivity and class. This is why ruler brands are often creators of luxury goods. A ruler archetype can be a powerful way to build a cult following and create a sense of scarcity. However, brands should beware of how the ruler can be seen as pompous and too exclusive.

The Creator brand archetype is an artistic one. This archetype touches upon discovery and innovation. The creator seeks to redefine human possibility through creative play. Above all, the creator celebrates all things artistic and still maintains commitment to truth and integrity.

The Creator brand archetype is a natural fit for marketing, design, and technology brands. Actually, any brand that dismantles old processes and creates something new, would be expressing the Creator archetype. The marketing of Creator brands is often extremely aesthetic and may seem to be works of art in and of themselves.

The Explorer brand archetype ultimate goal is finding oneself. For instance self-realisation through discovery. This archetype strives to answer the questions “What am I here for? What is my purpose?” Adventure is a means of enlightenment. The Explorer brand archetype is focused on self-discovery and self-sufficiency.

Explorer brands are outgoing, adventurous and brave. While being adventurous with their products and mission, they also inspire customers to forge new paths and brave the unknown. Invite customers to join you on your journey, but give them a leg up so they don’t feel excluded in the process.