Rulers possess a high degree of confidence and have an innate desire to be leaders. The different aspects of the Ruler archetype emerge based on the strength of various attributes. The book Archetypes in Branding includes the Ruler as one of five related sub-archetypes. Level 3: Becoming a leader at a higher level within the community or government. Level 2: Being the leader of a family or group. Level 1: Taking responsibility for one’s own life. The lower levels are less advanced, while higher levels are more evolved or developed. The Different Levels of the Ruler ArchetypeĮach archetype has levels. Ruler brands tend to grow by acquisition, taking over their competitors and swallowing up the little guys. These organizations tend to be highly stable, functional, and orderly, but are often incapable of quick response or adaptation because decisions have to go through a chain of command. Pricing is moderate to high.Īs you would expect, organizational structure is hierarchical within Ruler brands and roles are clearly defined. Imagery is often classical, traditional, statuesque, noble, or sophisticated. The marketing techniques they use will appeal to the consumers’ desire to be important, influential, and successful. They are also appropriate for any brand offering high-end products or services. Ruler brands are clearly evident in industries such as security, technology, finance, and government. In between those two extremes is a whole spectrum expressing the archetype at different levels.įor examples of the Ruler archetypes around us, we can look at Donald Trump, Verizon, Microsoft, Rolls Royce, Rolex, and Hugo Boss. At the opposite end is a ruthless dictator, power hungry for control over nations. At one end of the spectrum, think about a protective mother raising a child responsibly. This archetype sees itself as a role model for others to emulate and seeks to help others secure prosperity and security.Īs the name implies, Rulers tend to follow the rules and behave “properly”, while expecting the same of others.

A lover of policies and procedures, the Ruler is drawn to things that are substantial, timeless, and high quality. Motivated by the desire for safety and security, the Ruler works to get (and keep) power. The Ruler archetype seeks to prevent chaos by taking control.

Vision ruler tool