The Ruler Brand Archetype Revealed!
The ruler brand archetype is one of the Jungian archetypes. How is it different from others?
What are the benefits of the Ruler? The ruler seeks to control. It doesn’t matter whether it is a community or itself. It wants to be a leader and create a prosperous company and family. The gifts of the Ruler are responsibility and leadership, taking control.
Many products have the ruler Brand archetype. Here are some Ruler archetype product examples.
Fashion products.
Both women and men prefer being dressed in an elegant way. The luxury, the black. The solid attitude. This is all the ruler archetype. With your dress, you show excellence and domination. Hugo Boss, Luis Vuitton is the famous ruler brand examples. They prefer white and black. Hugo Buss says “stay focused, be consistent and you will succeed”. A ruler type of slogan.
Software, websites.
Just think about companies like Microsoft, IBM, Apple. What are they? They are the leaders and they do not hide the truth. The truth is that they are best and you need to buy them. They make trends and others should follow.
Hotels.
There are ordinary hotels which provide good comfort and there are also luxury hotels with high prices. Here you pay a lot and this gives you recognition. People in the hotel and people around you recognize and praise you. Every little thing here is in high class. The example of the kind of hotel is the Ritz Carlton.
Banks, insurance. Services.
If you are a customer of a bank or insurance with whom you feel safe, self-confident, then you can conclude that the service is a Ruler brand archetype. HSBC, American Express. These are ruler services. They don’t lose. With them, you feel powerful, great and safe. The slogan of HSBC is “the world’s local bank”.
Fashion Accessories.
Just like the fashion products, accessories also claim the status of the product owner. Especially watch brands like Rolex and Mont Blanc. These are expensive products. The prices of these products are high and that’s why many chose the products.
Every successful brand has implemented the strategy of 12 brand archetypes. We need to take just 8 steps for completing archetypal branding with the following book.
1. Find out your brand archetype.
2. Create a logo.
3. Do the packaging.
If we see the ruler as a personality, it presents steps of its life. Here are them.
- It has a lack of harmony and resources.
- It begins taking responsibility for the self-state.
- It begins exerting leadership in the community and working on won skills.
- Eventually, it becomes a leader of itself or of a community.
- Sometimes it can be trapped because of manipulative and tyrannical behavior.
The ruler brands tell customers different kinds of stories. Some of them I want to present now.
The history of the brand.
This is a very common way to advertise Ruler brands. Just reminding how great it was 50 years ago and that’s why it should be great again now. The prestige of some brands is really in its years of existence. When I enter the site of Rolex, it immediately reminds me of how great Rolex was. It was the first sponsor of tennis tournaments 50 years ago. Also, it tells about the founder of the watch brand.
Connecting the brand with a famous figure.
It doesn’t matter what kind of celebrity it is. He/she can be from art, from sport or even a politician. And the story of the influencer can mean a lot. In the story section of Hugo Boss, I met the artist Jeremy Ville. And he tells us the secrets of his success. It is about never getting comfortable. Yes! A Ruler type of conversation.
Endurability and the quality of the brand.
The quality is of the brand Rolex is eternal. The materials are gold, platinum, oyster steel. They have invented, developed new techniques for the watch mechanism lasts forever and it really does. The watch users are sure that the quality of the brand is on top. And every ruler brand users should be sure that the quality of the product is indisputable.
The best supporter, like a father.
When I turned to services to reveal the Ruler, I immediately found out that Ruler services would help us in everything. They are almighty like our fathers. The bank HSBC tells me the benefits and it doesn’t advertise it. If HSBC says so then it will be so. No need for suspecting. That’s the ruler type of service.
Ruler brand websites.
Hugo Boss Website.
From first sight, it is already obvious that the Ruler archetype is very minimalistic about websites. The white color is dominant. The menu is only the words, no attributes or ornaments.
Here are 2 minimalistic photos of 2 young people who look towards you. And there is also a written description. Here are also 2 calls to action buttons to discover.
Consumer Reports website.
Here I want up to grab your attention on the colors of green and black. These are typical ruler archetype colors. So if you want to have a ruler archetype website then you can consider these colors. Here, we also notice icons on the right corner. These are minimalistic kind of icons. The fonts of the website are also ruler kind of writings.
Rolex website.
Rolex shows its products with big pictures. And the thing that grabbed my attention is the right side a brief history of Rolex watches. It tells about that Rolex is innovative and had 400 patents thru ought the history. And it was a leader in watchmaking companies.
The website always reminds us of history, the greatness of Rolex.
Social media appearances of the brands (facebook, Instagram).
Citibank social media appearances.
Citibank is for progress. It builds, it creates and goes ahead. Citibank is a builder and with them, our success is guaranteed. They do a lot of jobs for various countries, for African children, etc. They advertise progress, not heroic acts or for volunteering purposes. Citibank is progress. The picture right above is an advertisement in times square. It is the most prestigious place to put an advertisement and, of course, Citibank does.
Rolex social media appearances.
Rolex is a brand that advertises itself with famous people. Even before Nike did it. These people are mainly sportsmen. And they target luxury sports like golf or tennis. In general, luxurious is the attitude of Rolex and their pics also speak about that loudly. In the other pic, we see a part of the Rolex mechanism. It is perfectly made. The materials are the best, innovation is the most modern. Eventually “Rolex is the best!”. They say.
American Express social media appereances.
The credit card Amex is really beautiful. And it fits with everything. People take pictures with the card and the background of the card is the place or thing that they have paid for. When I entered the Instagram profile of Amex I found many photos of cards with various backgrounds. People like sharing and getting featured. Amex tells everybody that the card is useful for every occasion. Amex profile is full of various photos of beautiful places in the world. Amex is everywhere and it is useful for any occasion.
Do The Branding Of Your Products On Your Own With The Following Ebook. It Gives You The Following Solutions.
- Find out the archetype of your brand with a 12 question quiz.
- Create a slogan and brand messaging.
- Create the logo, packaging, store appearances.
The ruler brands have special ways of communicating with customers. And here are some campaign ideas from ruler brands.
American Express. Events for professionals and students.
It is a very popular way to engage people. Customers become a member of a special club and they feel chosen and special ones. They meet people like them, discuss global themes, become friends. Here they find people like them, successful progressive people. They speak about success and of course discuss the advantages and disadvantages of credit cards. Here also they meet managers of the brand and become friends with them.
HSBC. Special meeting with customers.
HSBC has special customers who are business owners, and they have also personal services for them. Just book an appointment and meet with senior staff and discuss your issues. The customer service is called HSBC fusion. It makes everything easy for small business owners providing services like (get a rate, one point of access, one contact number).
The kind of service is very popular for Ruler archetype brands.
Rolex. The campaign name is “Rolex and …..”.
Rolex is elegant and majestic and it also chooses ideas and topics which are elegant and majestic too. Rolex and Tennis, Rolex and Golf. Other topics are Rolex and Motorsports, yachting,
Cinema, architecture. The brand shows us that it has many hobbies. It is like a very developed personality that managed to reach more, to create culture. Just like their buyers, who are very developed and successful people.
The ruler brand archetype has its specific color palette. And here are they.
The ruler brand archetype has its own fonts. Trajan, Garamond.
HERE ARE SOME REALLY INTERESTING TIPS FOR CREATING A GOOD SLOGAN BY ME
The ruler brand archetype has its specific kind of customers. They are different with attitudes and values, with income levels and hobbies. Garrison group reveals 24 characters of customers. 2 of them we shall discuss now.
Fulfillers, customer character. Age 30-55.
Fulfillers are a group of people who want to have a constant advance in career. They like risks and challenges and they put the family in 2nd place. The family has to adapt their priorities.
What is important to them is to be successful and perceived as a successful person from the circle of friends, family, etc.
They like being modern and in trend, having interests in foreign cultures and the newest technologies. They use the internet a lot. The segment has a very active social life, so they go out pubs and cafes very often. Prefer eating rather in restaurants than at home. They like traveling and going to foreign countries as it makes life meaningful.
Fulfillers like premium brands and spend a lot on quality. They like new brands and are buying them a lot. As they like making quick decisions, they are considered rather impulsive buyers.
Fulfillers read a lot about financial, entertainment, sports news. They consume the internet a lot and take advantage of it. Using the latest apps for purchasing, booking, financial works. They watch TV mainly for entertainment and joy and would rather go to the cinema to watch a movie.
Carpe diems, customer characters. Age 18-30.
The following segment enjoys life very much. They are very dynamic and often go out with friends as they like buzz very much. They like working as they understand money is very important. Furthermore, they want to get on top of their careers. They also think about having their own business.
Carpe Diem is a segment that seeks challenges and risks. They like living the moment, the day. Fast and prestigious cars are their hobby and they like driving very fast.
They are very trendy in music and style. Just the new song is released, they will consume immediately. The trends of fashion are in the center of their attention.
Carpe diems party a lot and like attending upscale parties and clubs. They go to the gym a lot and are a member of one of the famous clubs. They also like playing cards and are especially players of poker. The following customer segment like prestigious brands, and are very brand loyal. They also try to have deals in everyday shopping.
They use the media very much, especially the Internet. They play games a lot and also chat with friends. The Internet is also a source of information for them. They do not watch TV a lot and prefer some TV series and soap operas.
Overall, The ruler archetype is the right choice for a brand that wants to dominate, which wants to show that the product is the best. The ruler gives a lifetime guarantee. It does not need to prove its quality as it is already obvious.
The ruler is only one f the 12 Jungian brand archetypes. Next to Ruler archetype, on the archetype wheel, there are caregiver and creator archetypes. The creator makes the vision, the structures come true. The caregiver is taking care of the world around them.
