The

Ruler

ALSO KNOWN AS

Executive, Upper Class, Monarch, King, Czar, Royal, Sovereign, Judge, Patriarch, and Potentate

The Ruler desires control above all else and is a dominant personality. They are authoritative in their communication and in their actions and carry a sense of intimidation.

Their goal is for prosperity and success and for that prosperity to trickle down to those that are loyal to his rule.

They are confident, responsible and in control of their lives and expect the same from others.

STRATEGY

Exert Leadership. Demonstrate Superiority.

It's all about

Control

MESSAGE

You are successful in work and in life. Reward your excellence and your achievements.

Main Characteristics

PROMISE:
Power makes the world go round

CORE DESIRE:
Control

GOAL:
To create prosperity and success

GIFT:
Responsibility and leadership

MOTIVATION:
Stability

PERSONALITY

To appeal to a Ruler you must re-affirm their sense of power, control and respect.

Rulers want to feel a sense of superiority. That they are part of an exclusive VIP club.

Appealing to the masses will not get the Rulers attention and would more likely turn them off.

Ruler brands must provide their customers with a sense re-affirmation that they are at the top of the ladder of success and are part of an exclusive club.

VOICE

Commanding
Refined
Articulate

CHARACTER

Don Vito Corleone

Godfather

Ruler

STRENGTH / DRIVE

Be the best!

The Ruler is a leader in its industry. They are the dominant player. People know they are the standard that everyone is measured by. They value order, rules, sophistication, and high-end quality. You will not be disappointed with a Ruler product or service.

‍

Opportunity

You can do better!

If your competition portrays an everyday, middle of the road, easy going brand, you can stand apart by being better than them. Higher end. In a class all by yourself. The Ruler taps into the emotions of want to do more and be better. Your products and services are simply "just better."

WEAKNESS / FEAR

My way or the highway!

The Ruler runs the risk of becoming too demanding or full of themselves that people feel like they can’t relate and the products and services become unobtainable. The Ruler needs to strongly inspire without being stifling... without being overwhelming.

‍

Threats

This is madness!

The Ruler absolutely abhors chaos and loss of power. Everything they do is orderly and precise. If they lose control of this, they feel powerless. The worst thing that can happen would be to lose your place of dominance. Beware of being seen as "power hungry."

DiffErent Levels

Each archetype has levels. The lower levels are less advanced, while higher levels are more evolved or developed.

Level 1:
Taking responsibility for one’s own life.

Level 2:
Being the leader of a family or group.

Level 3:
Becoming a leader at a higher level within the community or government.

BIG IDEA

We've got the power.

BRAND EXAMPLE

A Crown for Every Achievement.

Rolex

DOES IT APPLY TO YOUR BUSINESS?

Does your business set the standards of excellence in your industry?

Is your business refined and high achieving?

Does your company culture believe rules are important and meant to be followed?

Is your brand based on leveraging authority to maintain success ... if, you are #1?

Are your products/services differentiated from competitors by providing something that is just simply better because you do things better?

Is your market dominance a key to your success?

NEED HELP?

We have helped many brands get their brand strategy and personality right.

Let's work together to build a your brand.

CREDITS:
https://brandarchetypes.com
https://iconicfox.com.au/brand-archetypes