The Ruler

Power isn’t everything. It’s the only thing.

Based on your answers, the Archetype your brand most closely aligns with is The Ruler  - also known as the boss, leader, aristocrat, parent, politician, responsible citizen, role model, manager, administrator.  

About The Ruler

Ultimately, The Ruler Archetype desires more control.

The Ruler is gifted with responsibility and leadership, and helps their customers to exert leadership in order to create a prosperous, successful family, company, or community.

The worst outcome for The Ruler's customer is chaos, or being overthrown. The Ruler will do everything they can to help their customer avoid this.

The Ruler is not without fault, being prone to being bossy, authoritarian or tyrannical or using manipulative behaviours.

Ideal Customer Avatars Of The Ruler

Customers who seek out The Ruler typically have a lack of resources, order, or harmony trying to create the success they seek, although they may not have realised it yet. This presents an opportunity for The Ruler to seed the idea or demonstrate the possibilities.

There are typically 3 levels of fulfilment that The Ruler's ideal customer is seeking, and it's important to identify who you are speaking to before seeking them out - and to tailor your message accordingly. 

  1. Taking responsibility for the state of their own life
  2. Exerting leadership in their family, group, organisation, or workplace
  3. Becoming a leader in their community, field, or society.

Brands that suit this archetype

  • A high-status product used by powerful people to enhance their power
  • A product that helps people be more organised
  • A product or service that can offer a lifetime guarantee
  • Services that offer technical assistance or information that helps maintain or enhance power
  • An organisation with a regulatory or protective function
  • A product at the moderate to high price range
  • A brand seeking to differentiate from a more populist (Regular Guy/ Gal) one or that is the clear leader in the field
  • A field that is relatively stable or a product that promises safety and predictability in a chaotic world.

Words to describe this archetype

The Ruler