Your Desire
being in control
Your Goal
create a prosperous, successful company or community
Your Strategy
exercise power and influence
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 Motto
power isn't everything, it's the only thing
Your Fear
chaos, being overthrown
Your Achilles Heel
being authoritarian, unable to delegate
The Ruler archetype may be right for your brand identity if:
- it is a high-status product used by powerful people to enhance their power
- it makes people more organised
- it offers a lifetime guarantee
- it empowers people to maintain or enhances their grip on power
- it has a regulatory or protective function
- is moderately to high priced
- you want to differentiate it from more populist brands or one that is a clear leader in the field
- it is a market leader that offers a sense of security and stability in a chaotic world
- helps people become more organised, restore order, create more stability and security in a chaotic world.
Brand Culture
organised and in control, leadership focused
Brand Voice
confident, strong and assertive
Brand Experience
sophisticated, very professional and structured
The Ruler Mood Board and Brand Voice
The Ruler Family Member
The Ruler family is comprised of the main Ruler Brand Personality that focuses on prestige, control and success. However, there are six family members in this archetype that can help you hone the personality with nuances that may represent your brand better.
Ruler Archetype Examples
Mercedes
Do you buy a Mercedes Benz because of its crash test rating? What about its gas mileage? It’s heated seats? No. You buy a Mercedes-Benz because you can afford to, and most other people can’t.
Whenever you park your car, people will understand your status without you saying a word. That quietly understood value is what a Ruler brand sells.
Rolex
Every Rolex tells a story and this is exactly what they do in their adverts – they tell the stories of people who have achieved and are role models.
You don’t just get a Rolex for no reason. After 30 years in a company, reaching the pinnacle of your career or achieving a massive goal – Rolex watches are for a privileged few. A sophisticated brand reserved for only the best of the best.
Rolex is present at the most prestigious events in tennis, golf, sailing, motorsport and equestrian tournaments. Given the longevity and strength of these relationships, Rolex is seen not merely as a sponsor… but also as a partner. Watch their adverts and hear the stories as every Rolex tells a story (oh and they happen to also tell the time).
Other Ruler Brands
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Personal Brand Examples
The Ruler Brand Colours
Ruler Archetype Imagery
Use your 5 Senses to enhance The Ruler Brand
A great brand experience will touch on as many of the five senses as possible. Be imaginative and see how you can implement as many touch points as possible into your branding to create a memorable brand experience.
Sight
Imagery should ooze quiet sophistication and success. Colours are of a muted palette with touches of metallic gold, silver or platinum. Minimalist interiors with original artwork and designer furnishings are reflective of a modern Ruler; however, opulent, gilded interiors with sweeping staircases and extravagant chandeliers fit more with the traditional Ruler.
Sound
Classical tones of Beethoven’s 5th Symphony or Vivaldi’s Four Seasons would be a great start to The Ruler soundtrack.
Smell
The Ruler falls under the ‘Earth’ category of scents. Sophisticated, complex, restrained and refined, the aromas in this category include Mossy Woods of oakmoss and amber, Dry Woods of tobacco, cedar, leather, and Aromatic Fougère of sage and lavender. The smouldering and smoky leather aromas have distinctly masculine undertones; however, the Aromatic Fougère scents of fern, coumarin and geranium can ensure that this masculinity is not overbearing.
Taste
The Ruler has discerning taste and is all about quality over quantity. They enjoy dishes with sauces and spices along with delicacies such as seafood, medium rare steak and savoury dishes. They take coffee over tea and red wine over white. They would also enjoy a good whisky or cognac – as long as it is top shelf.
Taste
Luxury fabrics for dresses and suits, woven silk, soft leather, hand embroidery, crystal.
Smell is a very emotive sense. Few things can take us back to a specific time and place as a particular scent. It can create a mood from the second you encounter it.
We have broken the Michael Edwards Fragrance Wheel into quadrants – Earth, Water, Wind and Fire.
Earth: Calm and authentic, these scents are refined and sophisticated. They are very grounded, strong and determined.
Brand Personalities: The Explorer, The Ruler, The Sage
Water: Lively and charming, while cheerful and full of ideas, the Water quadrant sparks spontaneity, laughter, festivity. Filled with energy and vitality, these scents are direct, unpretentious and sparkling.
Brand Personalities: The Entertainer, The Hero, The Neighbour
Air: Gentle, sensitive and dreamy, Air scents have a maternal discretion and reserved nature. They also reflect creative characters, gentle strength and determination.
Brand Personalities: The Caregiver, The Creator, The Innocent
Fire: Seductive, moody and impossible to forget. Fire scents evoke a sense of mystery, intrigue and attraction.
Brand Personalities: The Magician, The Rebel, The Seducer
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.
