“Power isn’t everything — It’s the only thing”
The Ruler archetype is extremely confident and commanding, with an innate desire to lead as a means to prevent chaos. It seeks control to create productive and constructive environments, and feels qualified to do so based on proven competence. The Ruler knows what’s good for the world and the world trusts it. Ruler brands are known for speaking authoritatively and making it known that they’re the leaders in their industry. They are the CEO, the King or Queen, the boss, etc. with the polished swag, poise, and success to back it.
The Ruler archetype is motivated not only by its desire for power and control but its desire to prevent widespread chaos. It sees itself as a commanding leader and role model for others to emulate, seeking to help others in their quests for self-actualization. The Ruler exudes class and sophistication, and as such, loves all things substantial, timeless, and high quality.
As the name implies, the Ruler tends to create the rules out of a sense of knowing what’s good for others and expects them to fall in line. It uses its power and status to create positive outcomes but should be very careful not to become domineering or authoritarian.
Core Principles
Pillar: Provide Structure
Drive: Power, Prosperity, Status, Success, Wealth
Fear: Weakness, Insignificance, Failure, Poverty, Destitution – Being Overthrown
Strategy: Exert Leadership, Demonstrate Superiority
At-A-Glance
Goal: Create prosperity and success, self-actualization
Voice: Commanding, Refined, Articulate – You are successful in work and life. Reward your excellence.
What customers FEEL: Enthralled, Admiration
Audience: High Achiever, Successful, Ambitious
Leadership
Responsibility
Confidence
Authoritarian
Controlling
Arrogant
Fundamental: Ruler: The Ruler archetype possesses a high degree of confidence and has an innate desire to lead. It strives to create environments that are productive and harmonious, and feels qualified to do so based on proven competence. The Ruler archetype houses different aspects that emerge based on various strengths and expressions, all underpinned by the main characteristics of the fundamental.
01 Sovereign
The Sovereign aspect carries an air of prestige, tradition, and royalty and as such, usually exudes dignity and nobility. Because its ascent to power comes through inheritance or coup, there may be a disconnect between its actions and what’s best for the commonwealth. The Sovereign works to show what can be achieved through cooperation but should avoid the pitfalls of acting out of entitlement, self-service, or a desire to avoid being irrelevant as it’s a slippery slope to dictatorship.
02 Judge
The Judge aspect uses impartial, logical discernment and wisdom to challenge wrongs that need to be righted, in an attempt to provide structure to society. It seeks to balance justice and compassion, opting for altruistic punishment as it understands justice is not revenge. This Judge is driven to create a world that is fair and just but can be seduced by power or fall prey to using its power to manipulate if it’s not careful.
03 Ambassador
Acting as a diplomat, the Ambassador aspect is driven by its desire to bring people together and resolve issues. As it values harmony and stability, it doesn’t bend to special interests but rather seeks an empathetic and tolerant world for the greater common good. This aspect maneuvers through various groups and strategically approaches complex issues with a sense of diplomacy, sensitivity, open-mindedness, and integrity, but should ensure it doesn’t misuse its influence or prioritize any one group over others.
04 Head of the House
The Head of the House aspect — in other places known as the Patriarch — comes from a lineage of leadership and is driven to take care of its “children” or those in its care. Its approach to order differs from that of the Judge aspect in that the Head of Household works on a firm incentive/punishment model to maintain order. While the Head of the House will forsake its own needs for the protection of those in its custody and inspires feelings of security, it should be careful not to fall into abusive control or a tyrannical leadership style.
Ruler consumers gravitate towards brands that evoke powerful impressions that influence how others perceive them. They are often natural leaders themselves, with their own accomplishments and responsibilities, and don’t like taking orders from others, waiting, or second-tier status or service. Even the most evolved or down-to-earth among them — those that don’t expect special treatment — would still appreciate it. To connect with Ruler consumers, you need to reaffirm their sense of power and control. Consider how you can make them feel important and focus on the stability you can give them.
