THE RULER
Power isn’t everything. It’s the only thing.
The Ruler is motivated by the desire for control. They understand the power of status as a tool for establishing authority. They believe in established roles and rules and their natural leadership leads them to take responsibility for the top of the hierarchy. They are driven to create order and harmony in every situation. Great brands in this area understand the importance of interdependence with other rulers, they know how to be good citizens of the world.
This archetype is also called the Administrator, Aristocrat, Boss, King, Leader, Manager, Parent, Politician, Responsible Citizen, or Role Model.
RULER BRANDS
The Ruler is a good identity for brands if:
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You offer a high-status product used by powerful people to enhance their power or image
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Your product helps people be more organized
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Your product or service offers a lifetime guarantee
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You provide technical assistance or information that helps maintain or enhance power
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You are an organization with a regulatory or protective function
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Your brand seeks to differentiate from a more populist (Everyman) one or your brand is the clear leader in the field
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Your field is relatively stable or you offer a product that promises safety and predictability in a chaotic world
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Your product is timeless or impressive
Ruler Mindset
DESIRE: Control, Power
GOAL: To create order; to create a prosperous family, group, company, etc.
GIFT: Responsibility, leadership, natural authority
CALL: Lack of resources, order or harmony
ENJOYS: Quality and good taste for the authority it bestows
FEAR: Chaos, being overthrown
SHADOW: Bossy, authoritarian, tyrannical or manipulative behaviors (for the good of the group)
Levels of the Ruler
Level 1: Taking responsibility for the state of your own life
Level 2: Exerting leadership in your family, group, organization or workplace
Level 3: Becoming a leader in your community, field, or society
SIMILAR ARCHETYPES
Motto: Love your neighbor as yourself
Core Motivating Desire: To help others, to be needed.
Motto: If it can imagined, it can be created
Core Motivating Desire: To give form to vision.
THE 12 BRAND ARCHETYPES
The 12 Brand Archetypes were developed by Carol Pearson and Margaret Mark as a system for consistently creating stronger and more meaningful brands. The content on this site has been paraphrased where possible, and cited directly where needed to maintain accuracy.
