TABLE OF CONTENTS
Who Is the Sovereign? | Personality Traits | Color Palette | Ideal Audience for Rulers |
Sovereign Brand Examples | How to Own Your Archetype
The Sovereign brand archetype is an industry leader. They have built an empire on indisputable success and are seen by others as the company that knows how to get things done.
Data-driven and calculating, they're willing to go where others won't. They play the long game to achieve absolute domination over a market. People are drawn to their power because they perceive a mutual benefit in being their ally.
Try on the royal robes and imagine what your brand might look like as a Sovereign brand archetype.
What Is the Sovereign Brand Archetype?
The Sovereign is also known as the Ruler. They ooze power. They bow down to no one. Out of all of the 12 brand archetypes, they are the ones who are most comfortable in a leadership role.
Brands that identify with the Sovereign archetype are often seen as leaders in their industry and convey a sense of stability, reliability, and competence.
But this power is not used for selfish gain. Sovereign brands understand at a deep level that the power they wield is only to be used for the betterment of their communities, or even on a larger scale, the world. They use their strength to inspire and lead others to become better versions of themselves.
While they hold a lot of power, Sovereign brands are dedicated to using that power for good.
The Sovereign Brand Archetype Personality
Sovereign brands live to lead. Although they’re seen as “rulers”, they also want to serve. They do this by setting a good example for others and exemplifying what it means to be honorable and noble.
A Sovereign's Strengths
If you’re a Sovereign brand, you celebrate success in your personal and professional life. You want to create an environment where people achieve their goals — whatever those might be.
While everyone else is freaking out, you stay cool during difficult times, demonstrating competence and stability. This isn't your first rodeo.
A Sovereign's Challenges
Your biggest challenge is that all eyes are on you. Everyone is out to dethrone you. They want to take your place.
It's a mistake to ignore the competition, thinking you're above them. Power is not about arrogance, but about service. With this in mind, you can use your strength and skills to rise above those who try to beat you and counter them in a measured way.
The Sovereign Brand Archetype Color Palette
Research shows that specific personality types are drawn to particular colors. By leveraging color theory, you can gain deeper insights into what appeals to your target audience, making sure that your color choices resonate with them, all while effectively conveying your brand’s personality.
This strategic use of color not only attracts your ideal customers but also strengthens the emotional connection and brand identity you want to establish.
Let’s take a look a potential color palette that aligns with the Sovereign brand archetype:
Who Is the Ideal Audience for Sovereign Brands?
The ideal audience for the Sovereign brand archetype tends to be individuals who value status, high quality, and luxury. They’re typically drawn to brands that exude prestige and a sense of exclusivity.
The ideal audience for the Sovereign archetype includes:
- High achievers
- World travelers
- C-Suite
- Entrepreneurs
- Investors
Those who are drawn to the Sovereign brand archetype also have similar traits that the Sovereign embodies. They value leadership and premium services. In this case, birds of a feather flock together!
Sovereign Archetype Brand Examples
Let’s take a look at several successful brands that exemplify the Sovereign archetype:
Rolex
Rolex is synonymous with luxury and the elite. The brand's watches are seen as symbols of status.
They’re known for their craftsmanship and reliability, as Rolex watches are trusted and valued worldwide. They exhibit their high standards in everything they do, from their products all the way to their marketing.
The brand is so exclusive that you can only purchase their timepieces from authorized dealers, even further solidifying their level of luxury.
Mercedes-Benz
If you ask someone to name a luxury car, most likely, they’ll mention Mercedes-Benz. They’re true leaders in the automotive industry.
The brand exudes authority and prestige, often being the choice of vehicle for those who value excellence and status.
American Express
American Express has positioned itself as a trailblazer that makes it possible for the "elite" to live the lives they want to live without restrictions.
Many of their credit cards have no spending limits. At various levels, cards come with concierge services and secret perks only a select few can access. They believe that people who play by the rules (in this case, excellent credit) or have a high net worth should be rewarded.
How to Own Your Sovereign Brand Archetype
Whatever brand archetype you choose, own it like a boss. Channel that confidence into your brand. You want there to be no question that you're the top dog for a reason. Have the data to back it up.
Authenticity is key here. If you'd feel funny trying to play king or queen, other similar brand archetypes take a slightly different approach to becoming an industry leader.
Sovereign brand archetypes are broken into four subcategories that can further help you find your voice:
- The Ruler Sovereign: You've earned respect for your accomplishments and are confident in who you are.
- Ambassador Sovereign: You're a big-picture thinker who likes seeing people come together and find common ground.
- Judge Sovereign: You're discerning and uncompromising.
- Patriarch Sovereign: You're a protective leader that people respect because you've shown that you use your power for good.
You may refine this personality into one of these variations to distinguish yourself from other Sovereign brands in your industry.
Brands with the Sovereign archetype can also smooth out some of their rough edges and differentiate by mixing archetypes. Creators, Magicians, and Outlaw brand archetypes work well here
When It Comes to Brand Archetypes, Authenticity Rules
Is your brand a born Sovereign? Do you have the successful aura others want to emulate and the data to back it up?
If your business is considering adopting the Sovereign archetype or exploring other possibilities, schedule a free 20-minute branding assessment with our team.
We’ll help you evaluate your current branding strategy and explore opportunities for growth and alignment with the archetype that best suits your company.
