real estate branding stacy stateham achetypes the ruler

The Ruler

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. People trust you to handle whatever comes your way. 


Mastering others is strength. Mastering yourself is true power.

Tao Te Ching

about ruler brands

The Ruler prevents chaos by taking control. You’re all about power, order, leadership, 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.


understand your audience

The Ruler brand attracts people with underlying structure, order, and control needs. Common drivers for The Ruler audience need to feel that everything is handled, that they have the best available, and often that they are better than others. They crave perfection, and they’re highly responsible. 


connection archetypes

The Ruler shares a quadrant with Caregiver and The Creator. All three attract people who have needs related to structure. The Caregiver brings a feeling of safety while the Creator provides structure through innovation.

brand archetype quadrants V3 Updated Branding_Safety Quadrant

style & inspiration

brands to be inspired by

Brands like Louis Vuitton, Mercedes Benz, IBM, and Rolex are examples of the Ruler Brand archetype. They’re all upscale and, except for IBM, very luxury-focused. Louis Vuitton and Rolex are both high style and very exclusive, while Mercedes is about control through engineering and safety. IBM takes a different approach by focusing on longevity, trust, and security. 

real estate luxury brand ruler archetype stacy stateham
real estate luxury brand ruler archetype stacy stateham
real estate luxury brand ruler archetype stacy stateham
real estate luxury brand ruler archetype stacy stateham

core values

ruler brand drivers

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 way you speak

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.

brand visuals


serious, rich, powerful

Although most colors can be adapted to fit a brand archetype, some colors are more effective for 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. If you use muted shades, make sure 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.


polished, authoritative

Your fonts are traditional. They should convey a sense of solidity. Look for fonts that feel serious and trustworthy. The goal is to find a font or pairing that brings a feeling of tradition or expertise.

Stay away from fonts that look too young or too decorative. Your look needs to command your audience, and these would have the opposite effect.  

The goal is to find a font or a pairing that is classy, upscale, and authoritative.


A Ruler brand uses images that are with strong, deep tones as opposed to bright and colorful. An upscale neutral look works equally well. Less light flooded or white and more mood shadows. People in your photos should reflect your audience or the lifestyle they aspire to wherever possible. Aim for pictures with rich tones that feel elegant and cohesive with your color scheme.


Your brand should show your expertise, thought leadership, and niche authority. Your audience is looking for command and a high-end experience, so your social media and other content should reflect that.  Be careful with your call-to-action messaging to ensure that it fits with who you are. Your people won’t respond to a hard sell or clickbait. Those tactics are more likely to turn them off than to bring you leads. Keep in mind that they want to be attracted, not pushed.

In real estate? The Ruler in real estate often sells in the luxury and high-end markets. It’s all about lifestyle, exclusivity, and expertise. The Ruler is highly experienced and well connected. Consider networking through business circles, charity boards, and leadership associations.

which archetype fits your brand?

I can help with that

After using my brand assessment with clients, I decided to make a simplified version available
to website visitors. It only takes about 5 minutes to complete. Better yet, you’ll also get a short series of emails to help you learn more on how to use your new knowledge.

Feel like you need a deeper look at your brand?

other archetypes