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M

Ruler

Personality

A man’s a man. But when you see a king, you see the work of many thousand men.” – George Eliot

Overview

The Ruler is all about having control of your destiny. They are about gaining power and pushing past human limitations.

While they are very often connected with luxury or showcasing a lavish lifestyle (one of royalty) at their core it is about being the master of your own destiny and being ruled by no man or obstacle.

True rulers go where they want, do what they want, and no one and nothing says no to them.

Everything the Ruler owns, does, and says is done to show off their status.

While sometimes sensuality is introduced in their marketing campaigns it is always through the lens of being obtained with their power — sex is not sex, it is a status symbol.

The Lover has sex at the forefront, whereas the ruler obtains it because they are powerful. 

Often they go to exotic locations or are seen as lounging, however unlike the Explorer, this again is about showing off status and power — the power to go and be anywhere; here it is not about the journey, but about the control of destiny and their destination.

benu creative brand strategy brand archetype icons ruler
benu creative brand strategy brand archetype icons ruler

Overview

The Ruler is all about having control of your destiny. They are about gaining power and pushing past human limitations.

While they are very often connected with luxury or showcasing a lavish lifestyle (one of royalty) at their core it is about being the master of your own destiny and being ruled by no man or obstacle.

True rulers go where they want, do what they want, and no one and nothing says no to them.

Everything the Ruler owns, does, and says is done to show off their status.

While sometimes sensuality is introduced in their marketing campaigns it is always through the lens of being obtained with their power — sex is not sex, it is a status symbol.

The Lover has sex at the forefront, whereas the ruler obtains it because they are powerful. 

Often they go to exotic locations or are seen as lounging, however unlike the Explorer, this again is about showing off status and power — the power to go and be anywhere; here it is not about the journey, but about the control of destiny and their destination.

Core Belief

Ruler Goals

Rulers desire prosperity, control, and power.

They want to obtain powerful status and live in the laps of luxury as a reward.

Characteristic Traits

Tone Traits

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Articulate

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Authoritative

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Commanding

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Elegant

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In Control

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Leader

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Powerful

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Professional

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Refined

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Royal

Target Audience

benu creative customer avatar

People who desire to be pampered and treated to the royal treatment are drawn to the Ruler’s message.

They want to have control over their life and rule over it.

They will want to feel like a celebrity, be a VIP, and have the Red Carpet at their feet.

They consider themselves refined and love the feel of expensive things because it makes them feel expensive.

Luxury, relaxation, the finer things in life — this is what they dream and aspire to have.

To them money is the sum of their hard work and achievement, therefore when they give a gift, they won’t hide the price tag because they will see it as more thoughtful and meaningful since it took more of their efforts to get it over the long run.

They like to boast about features, price, and the feeling they get from receiving exclusive access based on their name or title.

Create A Brand Personality Your Customers Will Love

brand personality guide benu creative brand strategy brand archetypes

Does your brand personality stand out? Here are 12 personalities you can choose from with tone traits to get you started.

brand personality guide benu creative brand strategy brand archetypes

Popular Industries

Industry Types

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Apparel

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Cosmetics

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Formal Wear

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Fragrance

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Hotels

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Jewelry

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Luxury Cars

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Watch Manufacturers

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