the RULER archetype &
how it translates

The ruler archetype is often seen in industries such as security, finance, tech, fashion and government. They are evident in industries offering high-end products and services. They are known as the leader in the industry and is the brand people turn to as the gold standard.

 A ruler brand gives people a sense of power or luxury. They have a dominant personality and are direct to the point when they go about their messaging. Ruler brands see themself at the top of the food chain and will continue to defend that position. They want to make their customers/consumers feel VIP.

The marketing efforts that surround these types of brands draw on people’s needs to feel important, empowered or safe. The imagery associated with these brands is often classical, noble, and proper and classy. Messaging will be confident and straight to the point.