— The —


Exert Leadership. Demonstrate Superiority.
Carl Jung
Every day, we get bombarded with ads or brand messages vying to capture our attention. Most of them get deflected by our unconscious minds and hold little relevance or appeal to our daily lives. But at the same time, a select few of these messages get through to us, and we may even feel a sense of personal identity with them.

The way your brand communicates is critical. In the search to communicate better, every brand discovers a need for a personality and a voice.

One interesting way to view it is through the lens of archetypes. Brands can anchor their communications to enduring personas or profiles that feed into the human experience allowing consumers to identify narratives and symbolism quickly and effectively.

Brand Archetypes Brand Archetypes were a concept introduced by Carl Jung, who believed that they were models of people, behaviours, or personalities. Archetypes, he suggested, were inborn tendencies that play a role in influencing human behaviour.
Table of
Exert Leadership. Demonstrate Superiority.
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.
Also know as
Executive, Upper Class, Monarch, King, Czar, Royal, Sovereign, Judge, Patriarch, and Potentate

We've got the power.

Core Desire



Exert Leadership. Demonstrate Superiority.


Power makes the world go round


To create prosperity and success


Responsibility and leadership


Stability and control

Reward your excellence and your achievements.

You are successful in work and in life. 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.



SWOT Analyses
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.

Strength >
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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.

Weakness >
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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."

Opportunity >
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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."

threat >
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Many levels
Each archetype can be experienced or expressed at different levels. The lower levels are less mature while higher levels are more 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.

Brand Example
A Crown for Every Achievement.
Does it apply to
your brand?
There are twelve brand archetypes in total. Does this one work for your brand?

Ask yourself these simple questions. If the answer is yes to most of them, Its most likely your best bet.


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?