Ruler Brand Archetype
When you think of a ruler, what traits come to mind?
Dominant, powerful, and controlled are probably a few! The Ruler Archetype is a leader. They love the security and maintaining order. They also want to gain and retain power. Their actions are largely stable and restrained. They strive for success and do so in an organized way.
The Ruler carries with them the weight of other people’s success. They feel they have a duty to lead others down a path to prosperity. Because of this, they are very responsible individuals. The Ruler exudes confidence in their actions, making followers feel content to go along with them. The Ruler needs to maintain security and order for themselves and their followers. To do this, they rely on having policies and procedures intact; this ensures they remain in control of the events occurring around them.
When we think of the Ruler in business, we think of industries like security, finance, technology, and government. These industries have immense structure. They are orderly, polished, and usually are associated with wealth and success. Ruler brands should do everything to show that they are leaders in the market and that their customers shouldn’t settle for anything less. Ruler brands frequently offer high-end products. They focus on their customers' desire to feel important, empowered, and safe. In turn, the Ruler audience is just as dominant as the brand. These people like to take bold steps and are willing to pay a premium for products that will make them look richer, more successful, and more sophisticated than others.
The Ruler does have vulnerabilities. Their greatest fear is chaos which strips them of their need to be in control. A little bit of chaos is helpful to the Ruler. They create order from the chaos which is a big way they gain the trust of their followers. But too much chaos can knock the Ruler out of balance and distract from their mission. The Ruler also runs the risk of coming off as too authoritative to customers. We talked earlier about their natural dominance, but they need to ensure that dominance is shown to their dreamy clients in a way that creates trust. If they come on too strong, they could overpower their audience.
Ruler brands convey luxury and sophistication. They tend to use fewer “words”, showcasing a minimalist design and visual style. Color schemes often convey royalty - think gold, purple, black, and silver.
Any brands coming to mind?
Rolex is a great example of a Ruler brand. When I think of Rolex, I think of power. I think of sophistication. To have a Rolex is to have wealth. Let’s start with the Rolex logo…strong uppercase letters with a golden crown. In addition to the crown, the use of dark colors polishes their brand. When you log onto their website, you are met with moving images of their watches. These images focus on the details. There is a richness to it that stands out right away. Their marketing features celebrities sharing their stories about their Rolex. Consumers want to feel the same success that these celebrities experience. Rolex describes their watches as “prestigious, high-precision timepieces.” They are leaders in the market, owning almost 25% share of all other watch companies in 2020. As a Ruler brand, they will continue striving to gain additional power in the market.
Another dominant Ruler brand is Mercedes-Benz. Mercedes-Benz is marketed as a luxury car brand. Their tagline - is “The Best Or Nothing.” Mercedes leans into their stability when marketing to consumers. They have a long-standing reputation for making high-quality products that feature premium features, precision manufacturing, and innovative technology. They charge a premium for their cars. Their cars make their customer base look rich and successful. As long as their consumers' financial situations do not change, they have strong loyalty, as these people want to maintain their sense of wealth. Much like Rolex, Mercedes-Benz also uses darker color schemes. They have black and purple tones on their website - further adding to their luxurious elements. Their logo is very minimalistic and recognizable.
Okay, now you are probably wondering how you can activate your Ruler Archetype. All of the below hones into your Ruler Archetype and enhances it.
Take responsibility serious
Focus on your consumer’s needs
Keeps things simple!
Create stability in the products and services you provide.
As a Ruler, you are a role model to a lot of your consumers. So it's important that you always keep their needs in focus. It’s best to keep things simple and polished. No need to get fancy with words or graphics!
Your dreamy clients are out there, ready to push themselves toward prosperity and success with your help!
Are you a Ruler Brand Archetype? Read about color palettes and font pairings for the Ruler, or curate a mood board from some of our favorite Ruler Inspiration images on Pinterest.
X,
Sara
