"I investigate everyone with whom I do business. What careful man wouldn't?"
In keeping with our recent 'Breaking Bad' theme, I present to you, Gustavo Fring - a gloriously portrayed villain and a wonderful illustration of 'The Ruler' brand archetype.
Successful? Yes. Articulate? Scarily so. Refined? If you remember THAT scene when he adjusted his tie before meeting his demise, you'll agree that he was refined to the bitter end. Commanding? Well, would you mess with a chicken shop owner with the capacity to authorise the sort of activities that took place in and around his place of business?
Despite his chosen career path, you've really got to admire the empire that Gus created; not to mention his impeccable grooming...
Of course, 'The Ruler' archetype is not necessarily a bad guy. In fact, this brand archetype can be hugely likable for its ability to lead with purpose, thereby giving back to the communities that need it most.
Get to know this intriguing and aspirational brand archetype; you may even recognise some of the following traits in your own brand's personality:
Success is your middle name: and it's the impression you make whenever you walk into a room. You're successful in work and in life in equal measure.
The power button on all of your appliances is permanently set to 'on': To you, power isn't everything. It's the only thing. Always.
Your vowels are always enunciated and your pants are always pressed: Your command of your native language is as impressive as your physical appearance - regardless of the circumstances.
Despite looking and sounding similar, you know the chasm between the words 'superfluous' and 'superior' is vast: If you're not in the top percentile of everything that matters to you, you're not interested. Your VIP status is legendary. You're among the elite. And you'll seek to re-affirm your customers' membership in this exclusive club each and every time you communicate with them.
Everybody wants to rule the world - but only you can convert that 'want' into a reality: It just won't do to be a follower.
You have every confidence in your competence: Your skills are honed to perfection and you're not backward in coming forward when it comes to demonstrating this in all that you turn your hand to.
Rules are rules. They're not made to be broken. If others toe the line, you'll ensure they're emphatically rewarded. However, if they pull rank or challenge your vision, they'll do so at their own peril.
You love to see others prosper - but only on your terms. You live for creating thriving families and communities. But you believe that chaos is the enemy of prosperity. So, in times of chaos, you rule in the only way you know how: by restoring order.
You have no time for pretenders. You can smell insincerity from a mile away.
You're a brand of few words. Over-explainers be gone! You let your product or service do all the talking. If your brand had a human voice, it would be deep, baritone and its statements would be pithy and ever so slightly intimidating.
And that's 'The Ruler' archetype in a nutshell...Well? Get back to work.
Louis Vuitton, Mercedes-Benz and Dom Perignon are all examples of 'The Ruler' brand archetype.
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