The Ruler brand archetype’s goal is to create success and prosperity and have a community around them that is completely bought into their own manifestation of a wealthy lifestyle.

Brands that identify as The Ruler brand archetype focus their marketing efforts on creating a community that is all about success and making major progress on their goals. They often grow and show off their authority and their audience. Any loss of influence or control is a huge threat to them.

The Ruler brand archetype is driven by its strong power and control. Ruler brands are known for speaking authoritatively and often spreading the idea that they are the leaders in their field. They are the headteacher, the monarch, the boss and the President, top banana and infused with a sense of wealth and success. Seen as ‘masculine’, rulers will be solid and polished to their consumers.

Making order out of chaos, they will use power to create positive outcomes, however, they must be careful about dominating others or becoming overly hierarchical or political.