This is a series on brand personality examples. Learn more about brand personality and the 12 brand personality examples to understand their importance and ubiquity in business.
The Ruler Archetype
Don’t be misled, “The Ruler” doesn’t rule over its audience; it rules over its industry. As industry leaders, “The Ruler” doesn’t just have high standards, they’re the ones that set the standard. As emulators of quality of the highest caliber, “The Ruler” maintains mastery over their domain and serves as a role model for newcomers to the scene.
Brands that emulate this personality promise power, prestige and prosperity. These brands dominate the industry that they rule over, and they’re able to bestow to their audience that same feeling of authority and status. Whilst their audience may be predominantly consumed by image, status and their reputation, “The Ruler” remains aloof. Their ability to unceasingly perpetuate their authoritative image through their time-tested products and services protects their grip on power. That being said, they remain respectful and professional towards their audience and still aim to empower them.
Brands with this personality tend to offer luxury products and services. Primarily focusing on products for conspicuous consumption, “The ruler” helps their audience exude power, feel important project confidence. It’s lonely at the top, but with “The Ruler’s” help, it doesn’t have to be difficult.
The Ruler – Personality Profile
Common industry trends: Luxury products (clothing, cars, watches, etc), alcohol and spirits,
Values: Prestige – Status, elegance, control
Philosophy: Be exclusive, smooth and confident. Cut through any disorder – effortlessly resolve complex problems in your stride
Fears: Diminished control and influence. Others witnessing any vulnerabilities
The Ruler – Brand Examples
Brands that completely own up to “The Ruler” personality are, by definition, at the top of the industry. While we mentioned before that these brands don’t rule over their audience, many of them build up an almost cult-like following of brand advocates for life. Leaders and trendsetters in the industry, these brands set the standard for whatever market they rule over and aren’t afraid to make waves.
Here are a few examples.
Mercedez-Benz
Just one look at this German producer of luxury and commercial vehicle’s tagline and slogan is all you need to get an understanding of what they stand for. For Mercedes-Benz, it literally is “the best or nothing,” or so they would have you believe.
From the above video, it’s plain to see how Mercedes-Benz wants its image to be projected. The central focus of the video is a humanoid male with the head of a lion. Not only is he a executive-level businessman that’s privy to an amazing office and a feature on a magazine, he’s portrayed as a literal “King of the City Jungle” – the very same title Mercedes-Benz gives its video. The focus shifts to the car in the later half of the video, but doesn’t take the spotlight.
The car doesn’t make the man, it’s the man that makes the car. Top level performers deserve top performing cars. It’s an ideal of apex performance, luxury, and status that Mercedes-Benz oh so effortlessly takes control of and leverages.
At this point, most, if not all of the capitalized world’s consumer base are already aware of the Mercedes-Benz brand of cars. The point of their branding is to not inform, educate, or excite but rather to maintain its ruling class position.
Of course, the mood control setting highlighted in the above video which features massaging seats, fragrance misting and mood lighting are features that Mercedes-Benz wants its consumer base to be aware of. The brand’s exceptional crash test rating, gas mileage and overall performance are also major selling points that they’re not shy bragging about.
But at the end of the day, it’s neither of these factors that primarily drive their sales. It’s the exclusive, financial, and luxury status that drives people towards Mercedes-Benz, and its prestige that keeps them there.
Rolex
An obvious contender for this personality archetype, Rolex is a timeless example where a brand builds advocacy and just by merit of existing.
The Swiss luxury watch manufacturer is often associated with winners, leaders and titans of industry for various markets. From James Cameron to Roger Federer (shown above), the brand aligns itself with victory, achievement and success. The slogan itself – “A Crown for Every Achievement” – serves as a testament to the prestige and mastery of its owners.
To own a Rolex is to position yourself amongst the podim of the world’s elite. Exclusive, expensive, and extravagant, the Rolex brand represents more than just a line of watches, it represents an ideal of success.
How to Emulate The Ruler Brand Personality
While both of the above brand examples are exclusive and expensive luxury goods, your product and/or service need not be leveled on such a grand scale in order to emulate this personality properly. Many brands, like Apple, for example, emulate more than one personality at a time.
The secret behind The Ruler’s unique position lies not in the exclusivity, but in the mastery. Ruler brands quite literally rule over their industry, a facticity that applies as accurately to Apple as it does to Mercedes-Benz, even though the former is not nearly as exclusive as the latter.
A branding strategy needs to be intentional, strategic and heavily researched in order to be effective. While this type of work can be done in-house, we strongly recommend consulting digital marketing specialists such as ourselves for an entire suite of branding services including but not limited to interactive design, content, copy and graphic design and branding and identity.
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