The Ruler



The ruler is strong, authoritative and dominant.

They can be seen as intimidating and they care about success, status and wealth. They’re afraid of being insignificant and being weak. Think of Marlon Brando from the Godfather, Mercedes-Benz and American Express.

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Picture by BBH Singapore



If you’re already in alignment with the Ruler brand and you fit the aesthetic, make your DIY brand journey a little easier and shop the Canva templates I have ready-made for you!

One thing I want to note here, you can be a Ruler and live outside of the luxury vibe. You can totally be a ruler that sells high-end crystals or a caregiver that speaks with confidence and authority.

Understand your story, who your client is and then build the bridge to connect the two. It’s magic, I promise.

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Great stories start with a vision.

Branding is all about story telling and creating relationships. It’s an experience. A great way to build on that is by putting all your ideas into a mood board. Click the button below to get started and make sure to use the resources in the next section to help create your mood board.

Extra resources and goodies.

As a special treat for taking my brand personality quiz, here are a few additional resources that I use for all my branding projects to help you on your way.



The Ruler archetypes strong and lean towards luxury. When choosing colors for your brand, consider colors that are classic and bold with minimal competing colors. One stand out color for authority, the rest are subtle and complimentary.


Whenever you’re adding visuals to your brand you want to keep it consistent with your story. Consider writing down adjectives to describe your brand and use those words as search words when looking for imagery or working with a photographer/designer.


Fonts are more than letters and words. They’re characters that project the tone of your brand, how it talks to your audience. When picking fonts, your headline fonts should stand out, paragraph/content fonts should always be legible.

Explore more archetypes and brand personalities below