Also called The Power Broker, The King or The Queen, The Leader

You are a leader, driven by status and prestige.  You have an inner need to take charge.  

real estate brand archetype ruler luxury marketing

Power isn't everything. It's the only thing


about The RULER

The Ruler prevents chaos by taking control. 

You’re all about power, order, and process. 

You’re the brand that leads by example and accepts nothing less than the very best.  

The Ruler is dominant, authoritative, and commanding.

You are inherently motivational.  People are drawn to your ability to take on what others cannot.  The Ruler attracts people who need to trust in competency.

Well Known

Brands like Rolex, Mercedes Benz, Louis Vuitton, and IMB fit The Ruler Brand Archetype.

real estate brand archetype ruler logo
real estate brand archetype ruler logo
real estate brand archetype ruler logo
real estate brand archetype ruler logo

brand colors

Although most colors can be adapted to fit with a brand archetype, some colors work more easily with a Ruler brand than others.  Dark and serious colors are most common, including black, navy and grey.   Colors that denote luxury like gold and silver are also common.

Because of the powerful personality of the Ruler, you can also play with muted tones of other colors as long as they balance with the colors and style elements you choose (images, typography, etc).  It is best to avoid colors that feel too young or fun.  Overall, you’re looking for a color scheme that shows seriousness, power, or luxury. 

core values

Every brand’s values are unique, but there are commonalities within each archetype. 

The Ruler brand values embody a sense of authority, expertise, and sophistication.

brand voice

The Voice: Your brand voice is authoritative, knowledgeable, and responsible.

You are an expert.  You speak clearly and with a somewhat formal tone.  You are concise, direct, and always very well mannered. 

celebrity Rulers

If you’re struggling to find the right voice for your content or marketing, use brands like Rolex, IBM, Mercedes Benz, or Louis Vuitton for inspiration.   Ruler characters you can channel are “The Most Interesting Man in the World” from the Dos Equis campaigns or Meryl Streep as Miranda Priestly in The Devil Wears Prada (but please be nicer than she was). 

real estate brand archetype ruler examples

miranda priestly
(meryl streep in the devil wears prada)

real estate brand archetype ruler examples

"the most interesting
man in the world"

your brand image style

A Ruler brand uses images that are with strong, deep tones as opposed to bright and colorful. Less light flooded and white and more mood shadows.  Be wary of that “stock photo” feel.   Aim for pictures with rich tones, that feel elegant, and that are cohesive with your color scheme.  

real estate marketing branding consultant strategy archetype

the Ruler quadrant

The Ruler shares a quadrant with The Caregiver and The Creator.  All three attract people who have needs for stability and safety.

the ruler in real estate

The Ruler in real estate is very often selling the luxury and high end market segment.  It’s all about lifestyle, exclusivity, and your expertise.  The Ruler is extremely experienced and well connected.  

Consider networking through business circles, charity boards, and leadership associations.    

find your 


which archetype is your brand?

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