STRATEGIC BRANDING
The Ruler
Brand Archetype
This archetype positions itself as powerful, influential, and in control. This archetype is often associated with brands that offer products or services that give their customers or clients a sense of authority or control over their lives or environments.
Icon art by James-Smith, The Noun Project
Refined | Commanding | Articulate | Higher Class
Key Characteristics
Power
Ruler brands often emphasize their ability to provide their customers or clients with a sense of power and control.
Influence
Ruler brands often position themselves as influential and respected within their industry or market.
Control
Ruler brands often emphasize their ability to help their customers or clients take control of their lives or environments.
Leadership
Ruler brands often position themselves as leaders and innovators in their industry or market.
Authority
Ruler brands often present themselves as authoritative and knowledgeable sources of information or expertise.
Strategy
Use the following strategy in your marketing communications to connect with your target audience.
Connection
Showing leadership or demonstrating superiority.
Suggested color guide for using color to communicate the brand‘s values and attributes.
Color
Palette: Luxurious, Sophisticated, Confident
Key Colors: Gold, Silver, and Black
Louie Vuitton | Mercedes-Benz | Goldman Sachs
Company Examples
Turn Your Brand Personality Into a Clear Identity
Archetypes are just the starting point.
This is where your full identity takes shape.
The Know Who You Are Workshop walks you through the full framework for defining your identity, values, traits, tone, and everything that shapes how your brand shows up.
