Meet the Ruler. Also known as the King, Queen, Leader, Role Model, and Manager. A character often described as ‘the jack of all trades.’
This blog is part of the series on the 12 brand archetypes. One of Jung’s 12 archetypes is the Ruler archetype. In this post, let’s learn everything about the Ruler, such as its definition, characteristics, and examples.
All About the Ruler Brand Archetype
Just imagine if we’d be without order and structure in our lives. It would be chaotic, right? Rulers seek to prevent chaos by taking control and use their power to create positive outcomes. Therefore, they are very comfortable with volunteering to take charge.
As implied by the name, Rulers tend to follow the rules and expect the same from others.
Their purpose is to be a role model for others by creating an environment of security and prosperity not just for themselves, but also for their family and community.
To achieve this, Rulers are big believers that rules and policies are necessary to maintain order. They live to be the boss, and they despise when others perceive them as weak and being overpowered. As a result, they can be bossy, manipulative, and tyrannical.
Rulers are usually politically savvy and well connected. They use their expertise to influence change.
Think of the White House or the British Parliament – they resolve problems and protect the world from chaos. Famous icons like Abraham Lincoln, Margaret Thatcher, and Winston Churchill carry an air of authority. They are pictured as solid individuals and are naturally dominant, confident, and competent.
Examples of the Ruler Brand Archetype
Ruler brands are evident in industries such as government, technology, security, and finance. They claim to be the market leaders in their category and even prove it. They only offer high-end products and/or services at moderately high prices.
Their marketing techniques appeal to the customer’s desire to be successful and influential, and the imagery they use is usually sophisticated, traditional, and classical.
Let’s look at some examples in detail.
1. Hugo Boss
The Ruler brand archetype is ideal for companies that have a high-status product. With Hugo Boss, the name says it all! Hugo Boss is a retailer specializing in designer fragrance and clothing. Their elegant suits are tailored to bring out the Ruler in you, and they use powerful statements like ‘man of success,’ and ‘stay noble,’ in their commercials. All of these statements are typical ruler type of slogans.
2. American Express
Brands that dominate a marketplace invoke the Ruler archetype in their positioning. Similarly, American Express uses slogans like ‘Don’t leave home without one,’ to convey power. American Express uses celebrities and politicians for advertising their credit cards.
In many of their recent adverts, they show that people are using their American Express credit cards to gain status when traveling. The implication is that if you want to be treated like royalty, you should always carry the right card with you. Most recently the slogan “My life, my card” has continued this tradition. The brand’s intention is to make you feel powerful and safe.
3. Microsoft
Software companies like Microsoft and IBM are leaders in their sectors and they are proud of it. Microsoft is a great example. They dominate the software market and continuously dedicate their time and efforts to high-quality products and services. Their operating system is specifically built for those who aim for success. They offer a sense of stability and give people assurance of a lifetime guarantee. They were very much then and still remain a Ruler brand.
Is Your Brand a Ruler?
The Ruler archetype may be right for your brand if you meet the below requirements.
- Do you consider your products to be of high status? Are they moderately high priced?
- Do you aspire to be a market leader? And do you plan to achieve market dominance in the long term?
- Do you serve a protective function in your industry or community?
- Does your brand help people get organized? For instance, does it offer a sense of stability in a world of chaos?
- Does your service provide a guarantee for a lifetime?
If the answer to the questions above is a yes, then your brand is a Ruler!
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