Your brand archetype is

The Ruler

The Ruler archetype is all about power and control. They love rules and order, especially when they get to set them and everyone else follows suit. These folks exude confidence and pride in their expertise, and they’re born leaders. But don’t let their tough exterior fool you – they’re also reliable and steady. They see themselves as the big kahunas and won’t hesitate to defend their position, fearing any potential threat to their power.


Power rules: those who have it, make the world turn.

Brand voice

Eloquent, Sophisticated

Innate Advantage

Responsibility, Leadership, Power, Status

What clients feel

Ruler Archetype clients won’t tolerate patronizing ads. They seek power and authority. Best of the best.


To manifest supremacy


Unrest and downfall

The Ruler Archetype overview

The Ruler archetype is all about gaining and maintaining control to prevent chaos. These sticklers for rules crave security and order, providing leadership and modeling the way for others to follow. At their worst, Rulers are power-hungry and ruthless, but at their best, they seek to provide for those in need.

levels of the ruler archetype

Archetypes come in levels. The higher the level, the more advanced the brand. The lower the level, the more basic it is. Simple as that.

Level 1

Taking personal responsibility for one’s life.

Level 2

Leading a family or group.

Level 3

Becoming a political or community leader.

The Ruler Archetype in action

In industries like security, finance, tech, and government, the Ruler archetype is prominent. Luxury products also draw on people’s need to feel important and safe. Brands use classical and noble imagery. Ruler brands are structured, hierarchical, and maintain orderly offices. They grow slowly by acquiring smaller competitors due to slow decision-making processes.

Example of brands that uses the Ruler Archetype

Leverage your Archetype,
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Want to attract more of the right peeps? Dive deeper into brand archetypes and learn how to work ’em like a pro.

When your brand become MAGNETIC

Attract and source clients that choose to work with JUST you.

Uncover your true gifts (which are different from your offering)

Gain clarity on your long-term vision and zone of genius

Master your story and your message

Create an authentic brand that magnetically attracts your ideal client

Clients start reaching out to YOU, no more chasing

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Hey there, it’s Michele. Nice to meet ya! And get ready, ’cause I’m gonna shake up the way the world sees your brand…forever.

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How i can help

Build a brand that’s so irresistible, it’ll pull your
dream clients towards you like magnets.


Gain Clarity

Get crystal clear on who your ideal clients are, how they see you, and how you can serve ’em like nobody else.


Create an attractive Messaging

Craft a message so irresistible, your dream clients won’t be able to ignore it. A message that hits ’em right where it counts – in their core desires. That’s how you make ’em come running to you.


Build and Irresistible Brand

Translate the magic that happens in your 1-1 interactions into a powerful digital presence.

Let our clients do the talking, ‘
cause their success speaks for itself.

“Inner Light transformed my vision into something magical.

I had the feeling Michele could see right through me. He is not just a Branding Expert, he is an artist.”

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Founder of Being Interior Design Magazine

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Founder at David Lahav Vedic Meditation

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Co-founder at HUH Institute

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Make your Brand