Meet The Ruler
Power is the top desire for the Ruler archetype. They are dominant leaders and command respect. They seek luxury and believe that they are uniquely fit to lead.
Purpose
The Ruler’s purpose is to attain power, maintain order and demonstrate high status
Desires
To attain power and demonstrate elevated status
Fears
Weakness, Insignificance, Chaos, Poverty, Defeat
Challenges
Power can corrupt causing The Ruler to be perceived as overly controlling and domineering
Motivations
Wealth, Power, Respect, Status, Luxury, Prestige, Order
Goals
To enjoy a prestigious life and to lead the masses
Promise
Order
Ruler Values
Ruler Voice
Refined
Sophisticated
Strong
Confident
Authoritative
Clear
Decisive
People Feel
Prestigious
Respected
Empowered
Luxurious
Dignified
Ready to lead
Successful
Ruler Vocabulary
Ruler Strategy
- Reaffirm your audiences attainment of power, control and respect
- Make your audience feel a sense of superiority; as if they are part of an exclusive club or hold the keys to the VIP
- Show luxury and status
Brand Experience
- Customers seek success, status and don’t mind taking responsibility.
- The brand experience feels very exclusive.
- Customers feel like they deserve the luxuries of life.
Brand Culture
Success
Respect
Leadership
Ruler Commercials
Colour Palettes
Typography
Sub-Archetypes
The Sovereign
Presitage & Rank
Holding fast to tradition, they are controlled and proper in the public eye, and carry a great deal of responsibility to act accordingly.
The Judge
Compassion & Justice
They use discernment and wisdom to challenge wrongs that need to be righted, as they are driven to provide structure to society.
The Ambasador
Diplomatic Leader
They strategically maneuver complex issues and relationships to restore stability on common ground.
The Patriarch
Head of The Family
They maintain order and provide protection to those under them to inspire feelings of security.
Ruler Industry & Categories
BrandPlan Archetypes
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