It’s hard to imagine a fairy tale without a king, a corporation without a CEO, or a powerful family without its patriarch. It’s an archetypal projection we all recognize and understand.

The Ruler is a symbol of order, status and success. Every organization, whether it be political, commercial or criminal, needs a leader. And in some cases, it makes sense for a brand to embody this archetype. Ruler brands denote an especially high level of excellence, refinement, and authority. Every brand wants to associate itself with excellence, but is the Ruler right for you?

Archetypes in Brand Strategy

Branding is all about storytelling. And without archetypes, every story would have to reinvent the wheel. Think of any successful book or film, something popular and memorable. It’s guaranteed to be a story of archetypal characters.

Whether we’re talking about an innocent Fool, a transformative Hero, a powerful Magician, or a wise old Sage, these same archetypes appear again and again. Somehow they exist in our psyches, and an effective storyteller taps into the wellspring every time a character is introduced.

Familiarity makes the audience comfortable and sets certain expectations. Effective brands know how to leverage the power of archetypes as well. In this way, they can manage customer expectations and leave a memorable impression.

In the age of information overload, customers need more than an impressive list of features and benefits. People want brands with personalities, and personalities they can relate to. When a storyteller uses a Sage archetype to introduce a new character, you know that character will be around to offer guidance and support. Typically, you won’t look to that figure for comic relief or feats of superhuman strength.

When it comes to branding, it’s essential that your audience knows what to expect from you. They count on you for A, B and C. So, if one day they show up, and you give them X, Y and Z, they’ll be surprised, and maybe even disappointed. And next time they need ABC or XYZ, will they come to you? Maybe not.

Archetypes are solid, predictable and reliable. They give brands an easy reference point, and help everyone, including customers and team members, to stay on the same page. They also leave enough room to create a unique personality. James Dean and Robin Hood, for example, both employ the Outlaw archetype, but their characters are sufficiently distinct.

Ruler brands

In film and literature, the Ruler is the man in charge. Think of Don Corleone in “The Godfather”. And sometimes it’s the woman in charge, as in “The Devil Wears Prada”, for instance. It’s not uncommon for a Ruler to abuse his power and evoke the dark side, like Darth Vader.

Every archetype has its positive and negative attributes. Of course, brands want to leverage the positive aspects, but it’s important to be aware of the full spectrum.

The most familiar Ruler brands are luxury products like Rolex and Mercedes. These brands use clean visual elements, lots of chrome and glass, free of bright colors, and speak with authority. They confer status, the kind of status that others will recognize and respect.

Small businesses can also invoke the Ruler when they want to stand out as a luxury brand. Lots of black and white, with gold or silver highlights, suggests the Ruler. You’ll also see many Ruler brands using crowns or lions in their logos. Royal blood runs through their veins.

To play the part of the Ruler, a brand needs to display a degree of precision and formality in how they speak and how they dress. Don’t expect to see flip-flops at the office, not unless it’s Halloween or April Fool’s Day. At the same time, they should be giving their customers the red carpet treatment. What’s the point of paying for a Ruler brand if you’re not going to be treated like royalty?

That’s right. Ruler brands have higher prices. Authority and excellence don’t come cheap. Keep this in mind if you have a product or service that costs more than the mainstream, or if you simply want to charge more than your competitors.

Some brands, like Walmart, will compete on price. But to the Ruler, money is no object. They just need to know how to play the part, maintaining an immaculate appearance and delivering exemplary service.

Political branding

Politicians also understand the power of branding, and this has become increasingly evident in recent decades.

Can you think of any Presidents who have embodied the Ruler archetype? One who proudly displayed his imperious wealth and adopted an air of superiority?

Of course, Donald Trump was the consummate Ruler. As a billionaire, he was a cut above the rest, and his financial success was proof of his authority. Might makes right, as they say, and he was always right. Anyone in media or politics who doubted his superiority was immediately made the target of personal attacks and vile insults.

Everything about Trump’s personal brand just screams Ruler. Look no further than his gold-plated elevator.

It makes good sense to play the Ruler role if you’re aspiring for the Presidency. But Republican personalities will exude different characteristics than Democrats. Republicans stand by authority and tradition, so the Ruler is a natural fit. Progressives, on the other hand, associate themselves with compassion and justice, so a Democratic candidate might do better to invoke the Caregiver archetype.

Another effective strategy, one worth considering for the next billionaire would-be President, is to take the opposite approach. Rather than appealing to elitism and flaunting their wealth, such a candidate could employ the Everyman archetype, presenting himself as just a regular guy. George Bush, jr, descended from a political dynasty, managed to shun elitism and come across as an ordinary fellow with imperfect diction and common sense solutions.

Rulers and audience archetypes

With brands like Rolex and Rolls Royce, we have Rulers appealing to Rulers. People who buy these products are buying into the image of status and success, and they want everyone to notice. Because Ruler brands tend to have high prices and presumably a higher standard of excellence, it’s natural for them to attract a like-minded clientele.

But that’s not always the case. The audience might look more like the Everyman archetype, buying into the Rulership in order to fit in with a certain crowd. Or they could be Heroes, making sacrifices for their families and communities, day in and day out, in need of an occasional reward. It’s important not to alienate those who don’t belong to the upper crust, but to do so in a way that doesn’t water down the brand.

Finally, if you’ve identified your target audience or ideal client as a Ruler, that doesn’t necessarily mean you need to show up as a Ruler brand. Sure, Rulers are attracted to other Rulers, but it’s all about the context of your relationship.

A high-powered attorney with an extraordinary bank account might suffer from serious personal problems, needing to lose weight, stop drinking or save his marriage. In this case, he doesn’t need a Ruler. Instead, he might need the guidance of a Sage, the empathy of a Caregiver, or the sensitivity of a Lover brand.

When you craft your brand strategy, one of your first priorities is to enter the mind of your audience. You need to understand where they are, and where they want to be. Then you can decide how you want to show up in order to convey them from point A to point B.

Strategy for success

Ready to get started? Or curious to learn more? The Brand Strategy Workbook will give you a good starting point to answer some questions regarding your brand. And if you have any questions, feel free to reach out for a Discovery call or join our online community. It looks a bit confusing and overwhelming, but if you take it one step at a time, it all makes sense in the end. You got this! 

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Dive deeper and take a look at these related articles.

• An Introduction to Brand Archetypes
• Adopting Brand Personas
• Speaking with Brand Voice
• Building Company Culture
• Issues with Ethical Marketing