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

You are driven by a sense of personal integrity. Your values are deeply rooted and focus on supporting equality and maintaining a role as a responsible member of your community. You see others as equals and are not out for personal gain. You find value in the collective and trust the inherent good of humanity.

“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