The Ruler’s purpose in life is to be a role model

The Ruler takes control and is motivated by maintaining high standards and priding themselves on being a leader in their industry. They want to create an environment of prosperity, security and stability. They are a big believer that rules are meant to be kept and that policy and procedures are necessary to maintain order.

Your Desire

being in control

Your Goal

create a prosperous, successful company or community

Your Strategy

exercise power and influence

Your Motto

power isn't everything, it's the only thing

Your Fear

chaos, being overthrown

Your Achilles Heel

being authoritarian, unable to delegate

Brand Culture


Brand Voice


Brand Experience


Meet the Archetypes

Based on the concepts of 12 Personality Archetypes by Swiss psychologist Carl Jung, we believe that in modern society these 12 Archetypes can be effectively utilised in branding a business, and give them attributes that can enhance or cement their message. These personalities are based on different motivations for the observer.

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