The Ruler

The Ruler brand archetype creates structure through tradition. They are focused on the creation of success and prosperity.

Find out what your archetype is below.

Ruler Brand Archetype


Ruler Brands are those who provide structure, craving order and control. Therefore, they are often also known as the leader, the chief or the boss.

Rulers are seen as proud and ambitious – they are natural leaders and seek to create order. This is often through their main goals – success and prosperity, for both themselves and their clients. Above all, they desire authority; a structure only they can bring.

This boils down to a message of power being the driver of success. Implementing this message through a strategy of demonstrable leadership is a key aspect of the Ruler Archetype. They are motivated by ideals of creating and maintaining order, building a world that they see as optimal.
Rulers fear chaos and showing weakness. Therefore, they should always show confidence and most importantly have a plan. However, they also need to be aware of being boisterous or controlling. In other words, they need to understand the difference between leadership and bossiness.
Ruler Brand Archetype Stats

What makes the Ruler work?

At their best, the Ruler brand archetype creates order and structure. Additionally, good Ruler brands create other leaders. Rulers naturally attract those with a desire for control or responsibility. As such, they can sometimes be seen as bossy or authoritarian to the casual observer, which can put people off interacting with the brand.

Despite this potential for misunderstanding, Ruler Brands make great luxury brands. Additionally, they make excellent coaches. Above all, they have an innate ability to bring a plan to any situation. This means they can help get the best out of potentially disorganised clients. Ruler brands are great at creating structure.

If you’re interested in finding your Brand Archetype and how it can help your business, take the quiz below for a quick look at your Archetype. Alternatively, book into my Brand Adventurer course to discover even more about your brand.