The Ruler


To visualize a world without the ruler, it would be chaotic, messy, lack of structure, everyone can do whatever they want without any control, power and authority is easy to abuse. That’s truly the world without us, who are borned with the mission to set out the rules and provide the world with security and stability, giving an assurance of longevity.

In the way we talks and acts, the space is covered by authority. Confidence, responsibility and fairness are the best words to describe a our characteristics . Often seen as a law-breaker on the journey, we seek out power, prosperity and success. But we don’t do it just for ourselves only. We do it for our lover, community and core values we embrace.

If it has to point out one thing that scared us, it will be disorder and being overthrown.

The Ruler

The “zodiac” sign to recognize a “ruler”:

  • Promise: Power makes the world go round
  • Core desire: Control.
  • Goal: To create prosperity and success
  • Fear: chaos, being overthrown
  • Strategy: expert leadership
  • Gift: responsibility and leadership
  • Motivation: stability
  • Categories that tend to have the ruler at the foundation: banks, hotels, car manufacturers, watch manufacturers, credit cards, business class transportation. etc.
  • Example brand have the “ruler archetype”: Mercedes-Benz, Microsoft, Rolls Royce, Qantas

Which kinds of consumers match with the Ruler brands?

Embrace the Ruler personality, we attracts customers who are naturally leaders, those who always want to catch huge attention everywhere they appear.

Our consumers usually notice on image, social status, reputation or prestige. The powerful impression emitted from Ruler brands made them to be more prefered by customers who seek the approval and recognition from others. Typically leaders, our consumers are usually talents in their field with a long list of achievements attached with their name. Therefore, they also have many responsibilities on their shoulders that they can not talk to other people.

They don’t value pure sales or unintellectual adverts. They are easily swayed and tempted by ads that reflect power, success or reflect spiritual values. Many our consumers live in patriotism and have a deep respectation for the country’s law, traditions and heritage.

Brands that want to attract high-achiever customers should define what they can do to make them feel important and stay relevant with core value brands are talking about.

How to bring the Ruler brand to life

The name says it all, we don’t try to appeal to the masses, and we do not admit defeat to a rival company. Instead, we often claim that we are the market or thought leaders in their category. We claim their leadership position in our field — and prove it. We offer a sense of security and stability, giving people an assurance of longevity. We speak with an air of authority and class across all communication mediums, without ever becoming pompous

What is a Brand archetype?

Brand personality or a set of human characteristics is a part of brand equity, go along with brand image, consistently appear on brand’s communication and advertising activities. As such, a brand personality is something to which the consumer can relate. And building a strong brand archetype has a pivotal role in imprinting brand image in the consumer’s mind.

Why brand should own an archetype

In fact, most famous brands we know in the world like Nike, Starbuck, Apple have developed and owned for themselves at least one archetype since brands were borned.

Keller’s brand equity model (also known as Customer based brand equity (CBBE) model) has shown the important role of brand archetype in building up the brand salience and brand imagery which are the two most important levels that can not be ignored to have a strong customer relationship.

While the brand performance can be easily defined by the brand team who knows the product the most, the brand imagery is usually underrated and overlooked. As well as, most SMEs mainly focus on delivery product performance by advertising tools and think that’s enough to drive sales. In fact, brand performance or functional benefit only can not be seen as a strong competitive advantage in the market where the gap between brand ‘s product function and its competitors is not clear. In the bad scenario, the brand will be overshadowed by competitors who clearly define who they are, can not build up the strong customer relationship and can easily be affected in the price war. Then building up brand archetypes with a touching brand imagery will resonate with brand performance creating a strong brand differentiation strategy.

If your brand is lacking direction, identity or human connection with your audience then it’s not appealing to their desires. In other words, you need to analyze how a brand is performing in the market and against the competition, or we can call it by specific terms “brand audit” or “brand health check” (link attached, link to brand audit service page)

Archetype helps brands stand out

Do you want to know how to stand out in a crowded market? A powerful archetype might be the solution. Archetypes motivate you to go deep into your brand’s history and discover the why behind all you do. The people, locations, and ideas that influenced the beginnings of your company are absolutely unique to your brand. This is especially crucial to remember if your business and another company in your sector have the same archetype.

Archetype makes up the color of brand experience

Archetypes set the tone for consumer interactions and relationships. A brand with a caretaker archetype, for example, will radiate a helpful, pleasant, and supporting demeanor. After establishing these traits, a consumer will build expectations for the next brand experience. Hopefully, the brand lives up to the hype. When this occurs, a consumer comes to trust you and your products. A loyal client base is built on repeated, consistent encounters.

Archetype helps to attract right customer

The value of archetypes lies in their ability to be individually adapted to the requirements and desires of your audience. In other words, archetypes are used by businesses to create a link between a customer’s demand and your offering. This enables people to realize how your product may help you achieve your personal objectives, in a deeper way, more authentic interactions with customers.

Obtaining an archetype with a clear set of characteristics, tone of voice, the way brands appear on each media platform will help the brand stand out in the crowd where everyone is trying to walk in the fog without any self-brand understanding.

SOURCE: Explore – Brand archetypes: The Ruler


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