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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.

The Ruler Icon - A King's crown

Icon art by James-Smith, The Noun Project

Refined | Commanding | Articulate | Higher Class
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Key Characteristics

Map Icon


Use the following strategy in your marketing communications to connect with your target audience.


Showing leadership or demonstrating superiority.

Suggested color guide for using color to communicate the brand‘s values and attributes.


Palette: Luxurious, Sophisticated, Confident

Key Colors: Gold, Silver, and Black

Louie Vuitton | Mercedes-Benz | Goldman Sachs

Company Examples

Brand Personality Archetype Wheel
A brand archetype is essentially a shorthand way of communicating the core values, traits, and motivations of a brand. By understanding your brand's archetype, you can craft marketing messages and develop a creative strategy that speaks directly to the psychological needs and desires of your target audience.
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