Explore Your Brand Personality


Ruler, Judge, Patriarch

Step 2: Translate this message into visual design for your brand.

Mood Boards

Summary of Your Brand Personality

Order and organization follow you everywhere you go. You are a model of proper behavior and a symbol of privilege and royalty. Constantly under the watchful eye of others, you maintain a dignity and class and are cautious with your words and actions. You hold closely to traditions and carry a sense of status. Your brand is associated with dignity, benevolence and serenity.

“If civilization is to survive, we must cultivate the science of human relationships—the ability of all peoples, of all kinds, to live together, in the same world at peace.”

Franklin D. Roosevelt

Primary Motivation:
To bring stability through structure, order to chaos.

Audience Appeal

Best suited for audiences who want security, stability, or to be associated with high status products and services. Brands who help people get organized, or whose products and services come with a lifetime guarantee are also good candidates for this archetype.


Rank, status and tradition. Inherited responsibility. Nobility and stability.


A sense of entitlement, dictatorship, greed and self-service. Irrelevance.


Nelson Mandella, Queen Elizabeth II, The Pope

Step 2: Translate this message into visual design for your brand.

Mood Boards

Dig Deeper: Get the Sovereign Brand Guide

Quick-start Guide

Transform your Brand

Learn the tricks that established companies have used to create memorable brands that connect with their audience and stand the test of time.

  • Sovereign Brand Examples
  • Detailed Brand Teardown
  • Brand Messaging Tips
  • Font Recommendations
  • Color Recommendations