"Power is everything."


Lover Archetype Wheel

A ruler is all about power and control.

A few qualities of the LOVER ARCHETYPE include: control, order, security,  discipline, focus, confidence, and polished.

Brand archetypes help you express the personality of your brand to customers.

Based on the work of Psychologist Carl Jung, archetypes tap into the character and values of your brand, making it more relatable.  This helps you to form stronger more authentic connections and build brand loyalty.

Jungian archetypes are defined as universal, archaic symbols and images that derive from the collective unconscious. (Wikipedia)

When you do the work to clearly define and leverage your brand’s archetype, your business will be more successful in attracting and engaging the right customers.




Ruler Archetype Industries

Here are a few common industries where you may find the ruler brand archetype:

Luxury Auto

Luxury Jewelry & Watches


Formal Wear



Ruler Archetype Brands

Here are a few well-known brands that embody characteristics from the Ruler Brand Archetype:


The Best or Nothing


A Crown for Every Achievement


There is Only One True Love

-Tiffany & Co.

In order to be irreplaceable, one must be different.


Empowering us all.


Don't Live Life Without It.

-American Express

Is my Brand the Ruler Archetype?

The most important thing to consider when selecting an archetype for your brand is what will most resonate with your customers.

Start by asking “What do we most want our brand to evoke for our customers?”

Here are a few statements to help determine if your brand fits the Lover Archetype:

  • My brand will convey control, order, and responsibility.
  • My brand reflects the best of the best.
  • I feel that the spirit of my brand most embodies control, success, power, status, wealth, confidence, and winning.

If you would like to do a deeper dive into your branding, download my free branding workbook.