The Ruler Brand Archetype

aka the role model

The ruler brand story arch is about creating order from chaos and conducting orchestrated control. The Ruler is known as a leader. People come to them in chaos and trust them to bring stability.

about the Ruler


The Ruler brand archetype's main goal is to create a prosperous, successful family, company, or community. To apply this goal to their brand, brands should focus on building a strong and stable foundation for their business. This includes investing in long-term strategies and initiatives that can help them achieve sustainable growth and success over time.


goal: to create a prosperous, successful family, company or community

traits and characteristics: systematic, commanding, timeless, stable, confident

emojis : 🦁 👑 💎 🏰

magician imagery

The Ruler brand archetype is characterized by being strong, commanding, and confident. To apply these characteristics to their brand, brands should strive to establish a strong and distinctive brand identity that exudes authority and inspires trust and respect from their target audience.






what brands are considered Rulers?

Brands that embody the ruler brand archetype are typically associated with power, authority, and leadership. These brands often focus on luxury and prestige, and are known for their high-quality products or services. These brands appeal to consumers who desire a sense of control and status, and who are willing to pay a premium for products or services that reflect their aspirations and ambitions.




Hugo Boss

American Express


what celebrities are considered Rulers?


Celebrities who embody the ruler brand archetype are often seen as authoritative, influential, and powerful figures in their respective fields. They exude confidence, charisma, and a commanding presence and are admired for their ability to lead and inspire others. These celebrities are often seen as role models and icons of success, and their personal brands reflect a sense of exclusivity, luxury, and sophistication.




Teresa Mendoza

Warren Buffett

Catherine, Princess of Wales

Donald Trump

famous Ruler phrases and quotes

"I get nervous when I don't get nervous. If I'm nervous I know I'm going to have a good show. ― Beyoncé

“I'm not a 'Business-Man'! I'm a Business... man! Let me handle my business, damn!” ― Jay-Z

“As long as you’re alive you can recreate yourself.” ― Teresa Mendoza

"Someone’s sitting in the shade today because someone planted a tree a long time ago." - Warren Buffett

"My parents taught me about the importance of qualities like kindness, respect, and honesty, and I realize how central values like these have been to me throughout my life." - Catherine, Princess of Wales

"What separates the winners from the losers is how a person reacts to each new twist of fate." - Donald Trump

While brand archetypes have universal themes, each brand's voice is unique.

Discover your unique brand voice with a custom Brand Archetype Report to find out how your brand can stand out to connect with customers.