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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 and play the long game to achieve absolute domination over a market. People are drawn to and ally with their power because they perceive a mutual benefit in these alliances.

We invite you to try on the royal robes and imagine what your brand might look like as a Sovereign brand archetype.

Sovereign Archetype-Card-Rectangle-LAIRE

Understanding the Sovereign Brand Archetype

What is a Sovereign brand archetype? A Sovereign is also known as the Ruler, and it will soon be evident why.

As a sovereign brand, you live in a world where we have rules for a reason — to be followed without question. Sticking with a tried-and-true formula has given your company the staying power you've enjoyed over the decades. Plus, it helps that you've been around long enough that you made the rules. 

Does a Sovereign personality seem like a brand archetype you can lean into? Strong brands have bold personalities like this one. 

A well-defined brand archetype helps your customers feel connected to your company and loyal because they often share (or want to share) the values and traits your brand exudes. That connection drives revenues and growth.

Critical Characteristics of Sovereign Brands

Branding Archetype Deep Dive-The Sovereign_CriticalCharacteristicsAs a Sovereign Brand, your voice is:

  • Clear and refined
  • Confident
  • Date-driven
  • Commanding
  • No-nonsense
  • Large-and-in-charge
  • Traditional

Sovereign brand archetype colors prominent in website design include:

  • Gold
  • Purple
  • Black
  • Silver

A Sovereign's Strengths

You celebrate success in your personal and professional life. And 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 trying 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. Stay aware of their actions, be ready to counter in a measured way, and never stop innovating to outsmart them.


Who Is the Ideal Audience for Sovereign Brands?

Sovereign brand archetype customers have some sovereign tendencies. Your customers want to achieve their goals and stay calm in a crisis too.Branding Archetype Deep Dive-The Sovereign_IdealAudience

Whether you're a B2B or B2C company, your ideal audience believes you lead by example and can show them how to succeed.


Sovereign Archetype Brand Examples

Brands that are the Sovereign archetype brand examples won't surprise you.


This international technology company communicates power and ambition. Over the years, their desire to stay on top has not always been met positively. They've been quick to stamp out the "little guy" before it could become a competitor, as they did in the browser wars of the late '90s.

But as they've continued to innovate, they've built user-friendly environments that make the power of computers accessible to more people. So, today, they're seen as leaders, not bullies.


Verizon is well-known for its reliable network. They have an attitude of "stepping up to do the job no one wants to do." This is evidenced in the fact that over the past 25 years, they've invested in towers in less populated rural areas that other carriers wouldn't touch. As these communities have grown, Verizon has become a dominating force.

Like Microsoft, they have struggled over the years with their reputation. They have been accused of using underhanded tactics to keep customers and delivering poor customer service. But remember what Sovereign's challenges are. Their flaws are in the limelight more than other companies because they're the ones that competitors want to see fall.

And to a certain extent, customers flock to you despite your problems when you're a Sovereign. So, don't let it go to your head.

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.

They even go as far as to have cards with no spending limits. At various levels, cards come with concierge services and secret perks only a select few know exist.

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. That shouldn't be hard for you since you think your brand may be a Sovereign. 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.

Before you decide on this brand personality, you should be an established brand using proven techniques. That will mean different things in different industries. In other words, your company doesn't have to have been around since the 1800s to be established.

Authenticity is key. 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 4 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.

For example, Apple is a Sovereign but also an Outlaw. They appear solid as a rock but give the perception of trying to buck the system.


When It Comes to Brand Archetypes, Authenticity Rules

Is your brand a born Sovereign? Do you have proven success others want to emulate and the data to prove it?

Evaluating your brand's mission, values, and competition is vital before going all in with an archetype. To learn more about discovering your brand's personality, we order — ahem, encourage — you to take a free 20-minute branding assessment.New call-to-action

Laura Laire

Laura Laire

Laura is the VP of Creative Strategy who cofounded LAIRE, Inc., a digital growth agency. Laura is an entrepreneur and avid writer with a love of studying marketing and high performance. Laura has trained hundreds of thousands of people as a speaker, trainer, and coach giving keynotes at seminars and conventions for the past 25 years. Laura absolutely lives for marketing, creating, and inspiring big ideas.