5. Junguian Archetypes Part Three: The Self Types

This is an article that belongs to a series, check the past ones to have a better understanding of the topic:

  1. Communicating Ideas using the essence of Human Behavior

  2. Improve your communication and achieve more in Life using Jungian Archetypes

  3. Jungian Archetypes Part One: The Ego Types

  4. Jungian Archetypes Part Two: The Soul Types

do you wanna know your archetype?



Archetypes are universal, archaic symbols and images that derive from the collective unconscious. They illustrate social behaviour patterns that repeat themselves over and over again during human History. Understanding these patterns you can use them in your favour of improving your communication.

Archetypes can help you to shape your message in a way to:

  • Have more attention to your message;

  • Convince people to support you in your own goals. Giving you opportunities, taking chances, hiring you, starting a business with you, buying what you are selling or lining up their ideas with yours, somehow;

  • Convert them in closer relationships as friends, partners or customers, or even a finance

  • Bring more people together to help a cause;

  • Make people help you to spread your message, scaling your reaching potential;

  • Create authority in a topic, since people will understand easier what you are explaining they feel you have great knowledge about it;

  • Fewer misunderstandings, confusion or discussions. Because there is less noise on the communication.

Jung classifies the archetypes in 3 groups: Ego, Soul and Self, depending on how they approach their motivations. Ego types are grounded, are connected with the environment and the community around them, they are more material and realistic, even being idealistic ones. Soul types tend to be connected with a bigger force, something outside themselves, a major mission or great values. Soul types can illustrate this force as a God, a muse, a special journey or a deep expression, in all of them what drives them is outside and it needs to be searched and conquered. On the other hand, Self types have an inner force that drives them. Self types feel as a whole and what is exceeding for them is their responsibility to share. Fun, wisdom, discipline, glories or cleverness. Self types seeing themselves as superiors and responsible to guide others.

If you are reading this to apply in yourself or your brand before the reading takes a test and discover what is your personal Archetype. (click here)

The Self Types

9. The Jester: You only live once

10. The Sage: The truth will set you free

11. The Magician: I make things happen.

12. The Ruler: Power isn’t everything, it’s the only thing.


The Jester

  • The Call: Boredom

  • The Motto: “Lighten up--life is meant to be enjoyed.”

  • Characters: Tom Sawyer, Br'er Rabbit, Wile E. Coyote, The Lovable Clown, The Captain Underpants Series.

  • The Setting: Colorful, jovial, not serious, creative, designed to make you happy, playful, clever, responsive, quick evidence of the absurd, comic relief.

  • Brands: Ben and Jerry, Miller Lite, M&Ms

  • Shadow: Self-indulgence, irresponsibility, mean spirited pranks.

  • Stages: Life is a game. Cleverness used to trick others. Life experienced and enjoyed at the moment.

In fact, if you happen to be the Jester, present-minded joy is your first and primary concern. As a Jungian archetype, the Jester takes a break from the often romantic or courageous ideals of his cousins, displaying a masterful use of humour to reveal, heal – even hide – the deepest recesses of human trauma and subconscious.

You only live once, and life’s not worth living without a little fun.

Also known as the clown, trickster, comedian, practical joker or fool, the Jester is an archetype that is at peace with the paradoxes of the world. He uses humour to illuminate hypocrisy, and also level the playing field between those of power and those without.

The Jester is a fun-loving character who seeks the now, inviting others to partake in creating a self-deprecating form of satire. The Jester is also almost always male, though this may be more from the cultural gendering of humour more than a limitation on the archetype itself. Nowadays, several women in TV, YouTube or stand up presentations impersonate the comedian, The Jester excels at projecting infectious joy, letting go, and banishing depression or aggression from their friends and enemies. They strive for light-heartedness and carefree living.

A moot life is a Jester’s worst nightmare. In some cases, a Jester can also have a second “dragon,” which takes the form as humour being raised as a shield to deflect inquiries about personal trauma. Since fun and humour are requirements for a Jester’s lifestyle, periods of time where humour might be inappropriate make them uncomfortable, and maybe even willfully insensitive. (remember Chandler in Friends?)

The Jester does not seek to solve the story’s problem. His main purpose on the journey is the journey itself.

The outcome rarely matters to him, and in some cases, he may even be a bit of a devil’s advocate in the interest of spicing things up. The Jester does not reminisce or plan for the future. In his darker, shadow form, the Jester may be prone to constant inebriation, or drug abuse. These vices could also manifest as a pervert or any other negative trait defined by a lack of impulse control.

Unlike some of the other archetypes, there is also a secondary, split framework for this archetype in fiction. The Jester is sometimes cast as the comic relief (often the best friend to the lead character). The main difference between the Jester-as-Jungian and Jester-as-Comic-Relief is that the latter does not know he is the Jester. Comic reliefs are built as humorous foils for the audience, yet still, often show the same characteristics of the classic Jungian archetype. This type you can use in your brand as well.


If you are a Jester (take your test here) you might consider the following weaknesses, challenges and wealth behaviours. This information will help you to understand how you can use them to prosper in the path you choose. By knowing your weaknesses you can take conscient measures that will avoid problems. For example, I am prone to be late, so I program myself to leave early. Understanding your challenges you can create situations where you have the opportunity to grow. And wealth tips can help you to develop a better relationship with money.


As invincible as the Jester archetype may seem at first glance, there are several Achilles' heels that exist in their archetype. They have an intense fear of not being able to make people laugh. That statement is as true as it is laughable. Nothing scares them more than being boring or mundane, and they exert every effort that they have to be otherwise.

Additionally, Jesters are also weak when it comes to managing their time. Because of their light-spirited nature, they have little regard for the way that they spend their time, which often leads to them wasting it. They're usually late for appointments and spend far too much time on unproductive things.


The Jester needs to challenge him/herself with incorporating productive tasks into their day. The only thing that we have on this Earth is our time, and wasting it would be a complete shame. Jesters need to invest themselves in organizing their lives if they intend to achieve more out of it. It's one of the fundamental principles of self-development and expanding an individual's horizons. Who knows, it might even be beneficial to the Jester's sense of humour.

Apart from that, the Jester archetype also needs to learn how to open up to the people close to them. While dropping one-liners and turning serious situations into gags are the Jester archetype's specialty, taking things a little more seriously once in a while will show people that there's a different side to you; a side that they'll appreciate since it isn't displayed often. Doing so would also allow the Jester to achieve a much deeper understanding of who they are and what they want.


Naturally, Jester's aren't typically the most wealthy individuals in terms of financial success, unless they've mastered the ability to manage their time. Although, it isn't unheard of for Jesters to find immense wealth by tapping into their charisma and enthusiasm. Their performance-based personalities make them memorable individuals, which can lead to opportunities that might not necessarily be presented to archetypes. However, in order to seize these opportunities, the Jester must first learn to manage his/her time.

Conversely, there's no need to fret if financial riches aren't occupying the mind of a Jester. This archetype is able to experience joy like no other. In that sense, money might not make them happy. Instead, they find the most joy in bringing smiles and laughs to those around them; and that's where their wealth truly lies.



The Jester archetype represents living in the here and now. The life of the party, the Jester just wants people to lighten up and enjoy themselves! The Jester allows others to connect with their fun inner child — impulsive and unrestrained, not afraid to bend rules, not afraid to stand out, and comfortable in their own skin.

The Jester also has the ability to think outside the box, which leads to innovative ideas. This means the Jester is a master at brainstorming, reframing concepts, and presenting new perspectives. Comedians are an obvious example of the Jester but are certainly not the only category that identifies as this archetype.

Jester brands tend to grab attention. The biggest draw is usually its cleverness. While Jester brands are commonly expressed in entertainment, you can also find them expressed in industries such as insurance. Geico or Progressive come to mind, both of which chose to take a more light-hearted approach in an otherwise serious industry.

Jester brands are not afraid to bend rules or be politically incorrect, and that can be reflected in brands making light of things that are perhaps actually serious issues or promoting something that is not actually good for you. We all know candy isn’t healthy, but let’s face it, those M&M'S commercials featuring the talking candy characters of Red, Yellow, and Ms. Brown are humorous enough to make us forget all about that.

The marketing of Jester brands may be unconventional, silly, or over-the-top.

Often bright colours are used and the action is high-energy. Jester brands may be especially drawn to utilizing virtual experiences like interactive websites or augmented reality apps.


The Sage

  • The Call: Confusion, doubt and a deep desire to find the truth

  • The Motto: “The truth will set you free.”

  • Characters: Albus Dumbledore, Dr. Spock, Oprah Winfrey, Jiminy Cricket, Sherlock Holmes, The Scholar, Sleuth, Wisdom Figure, Yoda, The Guru or teacher/coach

  • The Setting: University, research lab, a place of learning, collegial culture because people work together, complex, sophisticated, signs of intelligence. All arts are evident, nothing that is ordinary. All evidence of advanced learning and curiosity. The temple is a place of learning - The Long Room at Trinity University in Dublin.

  • Brands: Harvard, Oprah’s Book Club, Trinity, The New York Times.

  • Shadow: Dogmatism and disconnection from reality, critical, judgmental, pompous, “above it all”. Unfeeling, disconnected. The Ivory Tower.

  • Stages: Search for truth -- Skeptical expertise and awareness (fall is about the realization that not all experts agree, there is no absolute truth) -- wisdom and mastery, an understanding of context, achievement of truth that is only experienced, not measured.

Benevolent mentors and custodians of wisdom are some of the hallmark characters of fantasy. Part mystic, part genius, the Sage is an essential driver of the Hero’s Journey, delegating the task of changing the world to their often younger, more naive and eager fellows. The Sage differs from the Creator in that they do not always use their knowledge to change the world, and very rarely do they desire to create something new––in this, the Sage might be closer to the Explorer. While the Explorer’s goals are outward, Sages are inward.

Also known as the scholar, expert, detective, thinker, teacher, mentor, savant, and philosopher, the Sage seeks to understand the world in analytical ways, processing reality with logic and the wisdom of their often long life.

The Sage seeks nothing but the truth. Whether that truth is uncomfortable or heart-rendering, it will be accepted, as the only meaningful path in life is one that pursues the truth.

This eagerness to find contradiction sometimes leads the Sage to be misled or even manipulated by others who are aware of their weakness. In addition, the Sage can be addicted to learning, spending so much time pouring over books and information that they never actively engage in the threat facing their world. One of the most easily recognized representations of this fault is Morla, the giant turtle from the Neverending Story, who is so trapped by her knowledge that she will not even pull herself out of the mud she is in, even to help save her world.

The Sage is not easily corruptible. Though the Sage can function in ignorance, when the wool is removed, they often more easily accept that change than the other archetypes. But a shadow Sage is not impossible. A Sage surrounded by profound ignorance may become fed up with such an unenlightened world, and would be happily engaging in its political, religious, moral, and spiritual sabotage. A Sage can also become overly critical, impractical, or even unsympathetic to those not on their intellectual plane. Due to the nature of genius, a Sage may also become addicted to mind-numbing substances.


If you are a Sage (take your test here) you might consider the following weaknesses, challenges and wealth behaviours. This information will help you to understand how you can use them to prosper in the path you chose. By knowing your weaknesses you can take conscient measures that will avoid problems. For example, I am prone to be late, so I program myself to leave early. Understanding your challenges you can create situations where you have the opportunity to grow. And wealth tips can help you to develop a better relationship with money.


With all of Sage's intelligence, there are certain weaknesses of this specific archetype that can seem slightly foolish. Often times, Sages can project themselves in light of arrogance and might sub-consciously look down upon others for their lack of knowledge.

They can also be stubborn when it comes to their opinions, especially when someone else expresses a conflicting opinion. Despite Sage's rich amount of knowledge and intelligence, they struggle immensely when it comes to taking action.

They rely far too much on being in the comfort zones of their own minds.

Sages neglecting their will to take action. This introduces plenty of missed opportunities for the Sage and prevents them from taking their learning to an experiential level of application instead of theoretical ideas.


Similar to other archetypes, the Sage archetype needs to confront their fear and hatred for ignorance. It's important for this archetype to realize that not everyone is able to learn at the pace and with the passion that they possess. In fact, they shouldn't be regarding themselves as superior over others in the first place. For that reason, the Sage archetype needs to exercise humility and alter their perceptions of people in general.

Personal truth based on falsehood is one of the great fears of the Sage, and so they are always questioning what they know to be true.

The Sage archetype is also known to struggle with taking action and should take up the challenge of stepping out of their comfort zones and exploring the things that they aren't confident in. This will create opportunities for the Sage to learn more about their strengths and weaknesses, and provide them with deeper insight into their individual selves.


Sages are often sensible when it comes to managing their finances, which means that they're rarely placed in positions where they have to worry about money. Their knowledge and quest for information allow them to master a wide array of skills. However, the nature of this archetype has the tendency to simply learn without taking action.

This means that their skills are often merely theoretical and haven't been put into practice. If a Sage truly wants to achieve financial success, it's important for him/her to explore the idea of taking their knowledge to actual training grounds and perfecting it. There's only so much that can be learned from books, and there's a completely different spectrum of it that's yet to be explored.


The Sage believes the path to happiness is paved with knowledge and that by seeking out the truth and sharing it with others, we can make the world a better place. The Sage shuns ambiguity, misinformation, misleading claims, and ignorance, whether in itself or in others.

Sage brands generally have high levels of consciousness and intelligence.

Snags occur when the Sage becomes too focused on the dogma of objective truth and loses touch with social graces. (You Sherlock Holmes and House fans out there know what I’m talking about.) The neverending quest for absolute answers could also result in an acute case of “analysis paralysis” and prevent the Sage from ever taking action.

Typically touted as “experts,” these brands act as sources of guidance to help consumers feel more informed to make better decisions. Well-known brands such as Oprah Winfrey, Harvard University, Mayo Clinic, The New York Times, and CNN all position themselves as beacons, shining the light of truth in a dark, often confusing, world.

The Sage brand is a natural fit for any company that places emphasis on research and development, the acquisition of knowledge or disseminating information. Examples include institutions of higher education, news sources, research firms, museums, bookstores, and libraries.

Brands that identify with the Sage often use polished and dignified marketing materials and don’t try to impress with superficial fluff or gimmicks. Sage brands tend to gravitate to a palette of neutral or subdued colours such as gray, navy, or white for their marketing designs and logos. Accordingly, some Sage brands produce marketing materials that veer from the status quo in an effort to make people see things in a different way.

Adhering always to their quest for knowledge, Sage brands refuse to “dumb down” their marketing, as that would be an insult to the intelligence of their customers. The focus instead is on knowledge and sometimes exclusivity. (Think Ivy League colleges, where not everyone is “good enough” and only a select few receive that coveted acceptance letter).


The Magician

  • The Call: Hunches, extrasensory or synchronistic experiences. Want to alter the known world. Transformation, the healing power

  • The Motto: "I will make your dreams come true."; "Things are broken and need fixing."

  • Characters: Martin Luther King, Scientists, Shamans, The Tempest, legendary figures, Gandalf in Lord of the Rings, Merlin in Camelot. Not the centre of power, but on the sidelines. Loki, Darth Vader -- the dark side of Magician

  • The Setting: High-tech, very sensual, dark rich colours, mystical signs of high performance, the occult, high standards, idealistic, things which suggest the possibility, or mystical ancient or transformational, tools of change, obvious self-awareness

  • Brands: Dalai Lama, MasterCard -- "for everything else there's MasterCard"

  • Shadow: Manipulation, evil black magic, sorcery. Has a sick view of the “known” world. It could be the magician himself that needs healing

  • Stages: Magical moments. Deep engagement. Miracle worker -- something greater than expected.

If you’ve ever read fantasy, you know the Magician. Catalysts for change, Magicians operate on a plane above everyone else, able to conjure outcomes and affect change in ways that hoist them from mortal to magic in the eyes of the audience.

Rules of reality crumble before some.

Also known as the visionary, catalyst, charismatic leader, medicine man, healer, and inventor, the Magician is the archetype that seeks transformation, and a deep connection to the cosmos, whatever their definition of that might be.

The Magician is not involved in every day of regular people; they do not find ‘mortal’ concerns interesting or curious. Rather, they seek the threads beneath the surface that tie a world together. Unlike the Sage, however, knowledge isn’t enough. The Magician wishes to harness magic for their own purpose. Unlike the Creator who uses the rules of the physical world, the Magician seems to draw his power from supernatural skill or resources.

The Magician is known as the catalyst for a reason. In the Hero’s Journey, the Magician is the pin in the balloon of a hero’s sheltered life. (Like Gandalf visiting Frodo in the Shire in “Lord of the Rings”, or Dumbledor instructing Hagrid to take Harry Potter from his uncle’s house)

The Magician is the chess-player.

One of the reasons that a Magician might not be willing to risk life and limb is because his power is born of ego – to be corrupted or consumed by “evil” is one of his greatest fears. The Magician has an extreme duty to his own self-preservation.

The Magician is one of the less flexible archetypes when it comes to fiction. The faults of the Magician are typically unvarying, as if those limitations did not exist, most epics would end in the second chapter. This means that the Magician is often perceived to be a coward, manipulative, dishonest, and even cultish. However, when a Magician aligns himself fully to the light, away from his Shadow, he can be a source of great healing and transformation for others. The Magician can often return after a fall from grace as a galvanizing force for the Hero, and make all the difference in the world’s darkest hour.



If you are a Magician (take your test here) you might consider the following weaknesses, challenges and wealth behaviours. This information will help you to understand how you can use them to prosper in the path you chose. By knowing your weaknesses you can take conscient measures that will avoid problems. For example, I am prone to be late, so I program myself to leave early. Understanding your challenges you can create situations where you have the opportunity to grow. And wealth tips can help you to develop a better relationship with money.


Despite all of the strengths of the Magician archetype, it also comes with its fair share of weaknesses. One of those weaknesses being far too critical on others and themselves.

Magicians set high expectations for themselves and expect to meet them every single time. They also set the same bar for others. However, failure is inevitable and even Magicians encounter failure at times. This specific weakness can lead to the Magician having a poor impression of those around him or her, causing the Magician archetype to shut people out intentionally.

The Magician archetype might also have a negative perception of him/herself at times, which often puts them in depressive states.


The Magician archetype is constantly posed with the challenge of conquering themselves. Their greatest weaknesses can be divided into two portions: one being their expectations, and the other being how critical they are of people. It's important for the Magician to exercise humility and realize the fact that not everyone is capable of adapting their level of concentration or their calibre of learning. Apart from that, they also need to lower their expectations at times in order to better manage their emotions.

Magicians are often closed off and highly selective of the people that they surround themselves with. While that can be seen as a positive attribute, there are circumstances when it can cause loneliness. Magicians need to make the effort to open up to others and form deeper connections with those around them.


Given the Magician archetype's unique ability to learn and master different sets of skills in a short span of time, monetizing their abilities should come with little resistance.

With that being said, Magicians are generally not expected to struggle with finances. Even if they did, they would definitely be able to figure a way out. However, this is an archetype that plays into both ends of the spectrum. A Magician who fails to apply him/herself, and maximize their unique abilities, can end up being left lurking behind the food chain.


Let’s start with the obvious. The Magician archetype is easy to draw on if there are ancient or exotic origins or special rituals involved. But a wizard in a pointed hat doesn’t reflect the fullness of this archetype — not even close.

At its core, the Magician sets out to achieve objectives by applying the fundamental laws of how something works in order to get results. This includes both supernatural and scientific applications.

The result is often transformative.

The Magician genuinely believes that there is more — something greater than us, greater than what we see — and often stands in defiance of perceived “reality”, believing that the limits we have are mostly self-imposed.

Often perceived as intelligent and knowledgeable, the Magician may appear to have special access to secret or elusive information. Even if the application is scientific, the Magician’s ability to manipulate forces such as gravity, electromagnetism, or radiation feels magical to others simply because the concepts are mysterious, difficult to grasp, or invisible to the naked eye. Think about any major industry-shaping invention (the light bulb, the airplane, Bluetooth), and you’ll find the Magician archetype activated in everyone. This type of mystique often leaves others in awe of or inspired by the Magician, particularly as the Magician uses its abilities to make dreams come true.

Magician brands foster “magical moments” — experiences that feel special, novel, and exciting — as well as more lasting change. Magician brands help people transform…

  • from sickness and pain to the picture of health (pharmaceuticals, nutraceuticals, herbal remedies)

  • from crows feet and graying hair to the regained beauty of youth (beauty products and cosmetic surgeons)

  • from feeling lost and confused to total enlightenment (spiritual gurus, churches, life coaches)

  • from dirty and neglected to fresh and sparkly (cleaning companies, restoration services, hygiene products)

  • from ultimate chaos to perfect peace (spas, retreats, travel agencies)

  • from financial lack to bountiful prosperity (MLM opportunities, career agencies)

  • from inefficient to productive (technology industry)

So, it should make sense that the Magician archetype is seen in brands that transform and fascinate, such as Walt Disney, MAC Cosmetics, Dyson, and Polaroid.

Magician brands have a grandiose vision – something that others may even see as impossible – but Magician brands believe if they apply the right formula, success is inevitable.

The marketing of a Magician brand usually reflects this grandiose feel. Whether ethereal, expansive, or magnificent, imagery like a sky full of stars or a rainbow spanning the heavens is intended to evoke feelings of awe.

Magician brands can easily come under attack by competitors, the media, or public opinion, simply for the fact that they promise a transformation that may be difficult to objectively prove. Good advice for a Magician brand is to avoid the temptation to generate attention with edgy or extreme marketing. Doing so will alienate or distract consumers and leave the brand with only a fringe following, missing the opportunity to truly connect with consumers by focusing on the true transformational purpose of the brand.


The Ruler

  • The Call: Lack of resource, order or harmony, you assume you should exercise control

  • The Motto: "Power is not everything; it is the only thing."

  • Characters: Queen Elizabeth, The President, The Lion King

  • The Setting: Powerful, royal, orderly, responsible, prosperous, self-confident, authoritarian, controlling evidence of status, image, prestige, power – overdressing/overdecorating – the expensive watch, briefcase, nice cars

  • Brands: American Express, The Vatican, IRS, BMW

  • Shadow: Tyrannical or manipulative behaviour

  • Stages: Responsibility for their own life. Exerting leadership. Becoming a leader.

The Ruler archetype inspires us to take responsibility for our own lives, in our fields of endeavour, and in society at large. If the Ruler overcomes the temptation to dominate others, the developed Ruler creates environments that invite in the gifts and perspectives of all concerned. If the Ruler falls to the corruption of power, a tyrant is born.

Power is not everything, it is the only thing.

Taking responsibility not only for his own life but the lives of others, the Ruler is one of the most recognizable and easily corruptible Jungian archetypes. This is the archetype of power, plain and simple, but what comes with power is a dangerous tightrope walk between order and chaos.

Also known as the king, queen, boss, leader, politician, role model, manager, or aristocrat, the Ruler is always at the top of the food chain and is generally wholly responsible for the atmosphere of the world in which they inhabit. For this reason, it is quite common to either find the benevolent ruler killed or otherwise maimed early on in the story or the evil dictator, who is the main villain the heroes must overcome by the end.

The Ruler is concerned with creating wealth and prosperity, and in order to do that, they must obtain absolute power. By the end of the story, many Heroes may, in fact, be on the path to becoming Rulers themselves. Unlike the Hero, the Ruler isn’t concerned with a singular purpose — they must weigh the entirety of the community they oversee, and as such, are rarely universally loved. In fact, there may even be a benevolent ruler who appears wholly the villain, simply because they can not grant the requests of their followers. They exert their power as the first course of action, with or without counsel.

The Ruler, therefore, also has a very real fear: being overthrown. In the Ruler’s mind, he is only doing what is best for the world, but the world may not agree, and so, as the story dictates, he must fall, so the cycle can start again.

The Ruler is one of the most dangerous archetypes to fall into shadow.

Aragorn becomes Sauron. Peter Pan becomes Captain Hook. Katniss Everdeen becomes President Snow. When the Ruler falls, they fall with absolute power on their side and are difficult to overcome without heavy costs to the opposing side.



If you are a Ruler (take your test here) you might consider the following weaknesses, challenges and wealth behaviours. This information will help you to understand how you can use them to prosper in the path you choose. By knowing your weaknesses you can take conscient measures that will avoid problems. For example, I am prone to be late, so I program myself to leave early. Understanding your challenges you can create situations where you have the opportunity to grow. And wealth tips can help you to develop a better relationship with money.


Despite all of the Ruler archetype's strengths, not everything is as perfect as it sounds about the Ruler archetype. Even the greatest kings that ruled the world had flaws. This archetype has the tendency of behaving far too authoritarian, which is a trait that needs to be controlled and approached cautiously. While some might be receptive to a leader with authority, others might perceive him or her to be arrogant and refuse to follow his or her directions. This would ultimately split the group into two and cause chaos.

Rulers also struggle to delegate.

They have the habit of overestimating their abilities, resulting in them biting off more than they can chew. Not to mention that their need for control might prevent them from seeking help from others. There are times where taking such risks makes their efforts worthwhile, but over the long term, failing to delegate has the potential to break Rulers.


One of the greatest challenges that a Ruler archetype has to face is the risk of losing control or power. The sheer thought of not being able to play the role of a decision-maker stirs is able to create complete and utter chaos in their mental state. Rulers need to learn to accept the fact that not everyone can be won over, and that enemies and false friends will always exist no matter how hard they try to please those under their control.

In addition to this, Rulers are known to overburden themselves with everyone else's issues. They'll do anything and everything that's within their power to complete tasks without seeking the help of others. While a part of this can be attributed to their arrogance, it's also possible that some Rulers simply find it difficult to reduce their level of control for their own sake. With that being said, the greater challenge that rulers face is ultimately their own selves.


From a financial standpoint, Rulers are known to be one of the few archetypes who struggle the least. Their leadership qualities are widely sought after across various industries and their charisma helps them to breeze through interviews.

The majority of Ruler archetypes are also able and even encouraged to become brilliant managers, businessmen, politicians, or any other occupation that involves a high level of decision making.



The Ruler archetype seeks to prevent chaos by taking control. Motivated by the desire for safety and security, the Ruler works to get (and keep) power. A lover of policies and procedures, the Ruler is drawn to things that are substantial, timeless, and high quality. This archetype sees itself as a role model for others to emulate and seeks to help others secure prosperity and security.

As the name implies, Rulers tend to follow the rules and behave "properly", while expecting the same of others. At one end of the spectrum, think about a protective mother raising a child responsibly. At the opposite end is a ruthless dictator, power-hungry for control over nations. In between those two extremes is a whole spectrum expressing the archetype at different levels.

For examples of the Ruler archetypes around us, we can look at Donald Trump, Verizon, Microsoft, Rolls Royce, Rolex, and Hugo Boss.

Ruler brands are clearly evident in industries such as security, technology, finance, and government. They are also appropriate for any brand offering high-end products or services. The marketing techniques they use will appeal to the consumers’ desire to be important, influential, and successful.

Imagery is often classical, traditional, statuesque, noble, or sophisticated. Pricing is High.

These organizations tend to be highly stable, functional, and orderly, but are often incapable of quick response or adaptation because decisions have to go through a chain of command. Ruler brands tend to grow by acquisition, taking over their competitors and swallowing up the little guys.

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Next post: Archetypes in Branding by Margaret Hartwell and Joshua Chen (coming soon)


12 Brand Archetypes You Can Use to Effectively Position Your Brand


Archetypes: Ruler

Ruler Archetype

Meet the Ruler

Archetypes: Magician

Meet the Magician

Magician Archetype

Sage Archetype

Archetypes: Sage


Meet the Sage

Archetypes: Sage

Archetype: Jester


Meet the Jester

Jester Archetype

*the pictures have references to the artistic in alt text and they are links to the artists' platforms.