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.
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.
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."
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.
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."