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

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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

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Brand Archetypes

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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The Ruler Brand Archetype