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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.

Brand Archetype the ruler

All brands need a personality, is the ruler yours?

z

BRAND VOICE

Articulate and refined. 

brand experience

Structured, professional and sophisticated.

BRAND CULTURE

Focused on leadership. Organised and in control.

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Goal

To create a purpose or a successful community.

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STRATEGY

Seeks to prevent chaos by taking control.

DESIRE

Having full control.

z

MOTTO

Power isn’t everything, it’s the only thing.

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fear

Losing control and influence. 

Achilles heel

 Unable to delegate, being authoritarian.

The colour pallet for
the ruler archetype

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The Ruler brand mood board

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I never lose. Either I win or I learn.

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