Introducing The Ruler Brand Archetype
It’s not easy being at the top but the Ruler manages to do it, often with elegance, substance and prestige. This in one of 12 brand archetypes that is explained in a series of article about brand personality.
| Core Desire | To exert control and create a successful community |
|---|---|
| Talent | Leadership, responsibility |
| Motivation | Stability, control |
| Fear | Chaos, being overthrown |
| Weakness | Too hierarchical, too authoritative |
The Ruler, also known as the Monarch or the Royalty aims not dictate the population with an iron fist. Instead the Ruler brand archetype believes in a successful society arranged by order and control. The Ruler has a refined, articulate voice that influences people to admire them, share their success and become their loyal followers.
This archetype strongly uphold things that are substantial, timeless, and of the finest quality. The Ruler brand archetype shares the connection towards its followers and allow those who have its symbols to feel that they are one step ahead of their peers.
Ruler brand archetypes offer high-end products of premium quality. They can be evident from the financial industries to security, technology, and government. Of course, jewellers and luxury fashion brands such as Chopard and Ralph Lauren are dominant Ruler brands as well.
Hotels, by nature of their business model, are Caregivers as the dominant archetype. To stand out than their counterparts and be strong brands of their own, some hotels opt to be a Ruler as a sub-archetype. This can be seen in luxury upscale hotel chains such as St. Regis and the Ritz-Carlton, where guest are treated like royalty. Both brands are well-known and are ranked top players in the hospitality industry.
How to know if you are a Ruler brand?
Ruler brand archetypes have a reason why they are on the top. They promise quality, substance and other benefits that comes with it. Ruler brands are the benchmark of their industry, and they are often a symbol of status for anyone owning their product or service. They relate their brands with imagery and symbolism that can be understood as high-class, sophisticated, classy and sublime.
Ruler brand archetypes appeal to customers’ desires to be important, influential and successful. You might be a Ruler brand archetype if your long-term goal is to achieve market dominance and be a market leader. Your products have to be substantial that promise quality and status and known well in the public, not only towards your target customer.
More about the Ruler, other archetypes and other branding strategies in our new book The CEO’s Strategy Playbook: The Brand Building Playbook for Business Leaders. Download it free for a limited time and get your own do-it-yourself brand strategy worksheet!
