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YOU ARE THE RULER
Boss, leader, politician, responsible citizen, role model, manager, administrator
Providing structure to the world
"What [you] need is an enduring and reliable compass - a fixed place that illuminates both where [you] are and where [you] must go.
[...] the theory of archetypes can act as this compass."
The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes
What are BRAND archetypes?
Brand archetypes are like the personality traits of your business—they're the heart and soul behind your brand that helps you connect with your audience on a deeper level. Think about the difference between hearing general information about a business and being able to subconsciously imagine that business, and yourself, as familiar characters in a story. See how much more interesting that is?
This character, or archetype, can guide how your brand communicates, what your values are, and how you make people feel. It's about finding your unique voice in a crowded world and building a relationship with your clients that feels genuine and meaningful. For creative online business owners, tapping into your brand's archetype isn't just about marketing: embracing your archetype helps make your business a true reflection of what you stand for and the impact you want to make in the world.
This concept was influenced by Swiss psychiatrist Carl Jung and developed by co-authors Margaret Mark and Carol S. Pearson in their book The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes (2001). They explored 12 archetypes that fall under 4 main categories: independence, belonging, stability and mastery.
Embracing your archetype helps you build a consistent brand with strong messaging, strategy, story, identity, and positioning.
"When you imagine the Ruler archetype, think of the king, the queen, the corporate CEO, the president of a country, the super-efficient soccer mom [...] The Ruler knows that the best thing to do to avoid chaos is to take control."
The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes
You enjoy taking on leadership roles and being in control as much as possible. You love order and take your responsabilities very seriously.
A Ruler identity might be right for your brand if:
- your product or service helps people be more organized
- your product or service offers lifetime guarantee
- your product or service provides information that helps maintain or enhance power
- your product or service is in a moderate to high price range
- your product or service needs to differentiate from a competitor who is more populist
- your product or service promises safety and predictability in a chaotic world
your motto
Power isn't everything. it's the only thing
GOAL | create a prosperous, successful family
STRATEGY | exert leadership
CALL | lack of resources, order or harmony
CORE DESIRE | control
SUPER POWERS | extraordinary discipline
TRAP | being bossy, authoritarian
FEARS | chaos, being overthrown
VOICE | confident, authoritative, clear, powerful
With all this knowledge,
you can infuse more meaning, personality, and purpose into your brand. The overall feeling you create in your branding, design, and words is what tells someone if your brand is for them or not. Letting your archetype influence that feeling can help attract the right client to you.
Start implementing some little things
you’ve just learned, like shifting how you speak to your audience. As you're the Ruler, words that could describe your brand feeling and tone are: confidence, influence, achievement, leader, respect, success...
You can also show your Ruler personality
by establishing yourself as an authority using clear and classic fonts, for example. You need to infuse your branding with a sense of stability and leadership, so consistency and uncluttered imagery are key.
EMBRACE YOUR IDENTITY
WITH ARCHETYPE-INFORMED,
story-inspired SHOWIT TEMPLATE DESIGN
Visit the shop, The Archetype Atelier, to explore a template
designed just for Rulers, and let your imagination run wild.
Let’s unlock the power of your uniqueness
and create a brand experience that evokes emotion and inspires connection.
BUILD A semi custom brand
TAILORED PERFECTLY TO WHO YOU ARE,
DESIGNED TO EXPRESS
THE very soul OF YOUR BUSINESS
MEET YOUR ARTISTS & ALCHEMISTS
Clarisse
Brand & Web Designer for Quiet Souls
Soulspell Studio
@soulspellstudio
Theresa
Website Copywriter & Meaning-Maker
Little Flame Creative
@littleflamecreative
We are The Archetype Atelier
EMAIL ADDRESS FOR SUPPORT Qs
