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.
All brands need a personality, is the ruler yours?
BRAND VOICE
Articulate and refined.
brand experience
Structured, professional and sophisticated.
BRAND CULTURE
Focused on leadership. Organised and in control.
Goal
To create a purpose or a successful community.
STRATEGY
Seeks to prevent chaos by taking control.
DESIRE
Having full control.
MOTTO
Power isn’t everything, it’s the only thing.
fear
Losing control and influence.
Achilles heel
Unable to delegate, being authoritarian.
The colour pallet for
the ruler archetype
The Ruler brand mood board
I never lose. Either I win or I learn.