The Royal Archetype

“Power isn’t everything. It’s the only thing.”

Also called: Boss, leader, aristocrat, parent, politician, role model, manager, administrator, ruler, executive, sovereign

Core desire: Control.

Goal: To create a prosperous successful family, company, community. Create order from chaos.

Fears: Chaos, being overthrown.

Strategy: Exert leadership. Exercise power, confidence, exclusivity.

Gift: Responsibility, leadership.

Marketing niche: Help people become more organized, restore order, create more stability and security in a chaotic world

Share your story: Dress and look the part of a successful leader.

Example: Rolex, Rolls Royce, American Express

Your customers feel: “If I follow them, I will share their success”, good taste, enthralled, admiration

Your customers most fear: Financial ruin, ill health, uncontrolled chaos.

The Royal is a good identity for brands if

  • your high status products are used by high powered people to increase their power
  • your product helps people be organised, or offers technical assistance that helps maintain or enhance power
  • you have a protective or regulatory function
  • you are a clear leader as opposed to a regular guy
  • you promise stability and safety in a chaotic world


Are you the Royal brand? How can you apply this character to your buildings, grounds and interiors? Take our quiz to find out!

Learn more about brand archetypes: 


For most tourism businesses, working on your buildings and grounds is a big deal. There is a lot of money and time at stake and can be difficult to know where to start. So let’s just start with a coffee.