The Ruler is the authority figure, the leader, the commander. They have a strong sense of control and a desire to be in charge.

Associated terms: ruler, leader, authority figure, commander, boss, chief, executive, monarch, tyrant, dictator.

Core desires: control, power, influence, authority.

Fears: loss of control, rebellion, disobedience, weakness.

In branding, the Ruler archetype is best suited for:

• Products or services that are associated with authority, control, and leadership.
• Brands that emphasize power, strength, and dominance.
• Brands that promote luxury, exclusivity, and prestige.
• Products or services that are designed for people who are seeking to be in control and have authority.
• Brands that evoke feelings of power, prestige, and status.