The Ruler brand archetype is driven by their strong power and control. Ruler brands are known for speaking authoritatively and often spreading the idea that they are the leaders in their field. They are the head teacher, the monarch, the boss and the President, top banana and infused with a sense of wealth and success. Seen as ‘masculine’, rulers will be solid and polished to their consumers.
Making order out of chaos, they will use power to create positive outcomes, however they must be careful about dominating others or becoming overly hierarchical or political.