Brand Personalities

The Ruler

The Ruler brand is most often successful when they can make decisions that benefit others, use power to create positive outcomes, and make order out of chaos. Ruler types need to be careful about dominating others, getting bogged down in policies and procedures, and becoming overly hierarchical or political.

Attributes: manager, organiser, take charge attitude, efficient, productive, confident, responsible, role model, the boss, leader

Motto: Power isn’t everything, it’s the only thing.
Core desire: control
Goal: create a prosperous, successful family or community
Strategy: exercise power
Greatest fear: chaos, being overthrown
Weakness: being authoritarian, unable to delegate
Talent: responsibility, leadership

The Ruler may be right for your brand identity if:

  • it is a high-status product used by powerful people to enhance their power
  • it makes people more organised
  • it offers a lifetime guarantee
  • it empowers people to maintain or enhances their grip on power
  • it has a regulatory or protective function
  • is moderately to high priced
  • you want to differentiate it from more populist brands or one that is a clear leader in the field
  • it is a market leader that offers a sense of security and stability in a chaotic world

The Ruler is also known as:

  • Leader: Takes charge of people/situations; takes responsibility for the
    good of others
  • Powerbroker: Uses power/influence to get things done
  • Conductor/orchestrator: Directs complex systems/processes/structures
  • and/or creates order
  • Role model: Sets standards for others to follow
  • Peacemaker: Finds common ground among disparate individuals and/or groups


WRD has created a Brand Personalities online app which through a series of steps we are able to determine (alongside the business owner) what brand archetype they are. For more information on this service, please call 02 4732 4766 or email your enquiry.