Brand Values: 

Lead Like a King & Jeremy Roadruck Branded Values

Adjective | Value | Definition

1) Actual | Acceptance |
You are where you are, it is what it is... once we accept the reality of a situation, we gain the power to change the situation. No fault, no blame, no guilt, no shame in our frame/game. Evaluate, pivot, rinse, repeat until we get to our desired results.

2) Playful | Wisdom |
We're all worm food waiting to happen, life itself is a death sentence... so let's enjoy ourselves and help each other to reduce suffering here and now. God is a comedian playing to an audience too terrified to laugh. Let's get the joke, and not take it so personally. Wisdom is applying knowledge guided by compassion - and let's give some heartfelt fun while we do it, yo!

3) Unstoppable | Community |
We become the company we keep - playfully relentless - the only way to stop us is to kill us, short of that, we ALWAYS win, always persevere, always find a way to laugh and carry on because we are stronger together.

4) Fearless | Decisiveness |
To decide is to cut off any other option but the one upon which the decision is made. Fearless because we either win or we learn, there IS no failure.

5) Timeless | Legacy |
What we do echoes in eternity. Life is no mere spark, it is a magnificent torch we carry from the past, hold for a time, and then pass on to our children. May the light of our wisdom shine forth and touch the ends of the universe.

Jeremy promotes actual acceptance and helps people - men, women, couples, kids, teens, elders - learn to fully appreciate their personal reality in order to gain the power to change their situations quickly.

He encourages a playful, compassionate approach to wisdom and emphasizes the importance of building a strong, unstoppable community around us. As Jeremy likes to say, “we’re all worm food waiting to happen, life is a death sentence; no one gets out alive. So let’s make our lives count for something!”

He teaches people to be fearless and decisive, and encourages them to strive to build a timeless legacy. With Jeremy, people can be real, raw, open, and honest to authentically deal with the things that bother them, and still be respected and recognized as leaders in their own lives.

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In Jeremy's words:

At my core, I promote actual acceptance and help people
- men, women, couples, kids, teens, elders -
learn to fully appreciate their personal reality, their lived experience
in order to gain the power to change their shituations quickly.

I do my best to encourage a playful, compassionate approach to wisdom
and emphasize the importance of building a strong, unstoppable community around us.
As I like to say:
“we’re all worm food waiting to happen,
life itself IS a death sentence; no one gets out alive.
So let’s make our lives count for something!”

I do my best to teach people to be fearless and decisive,
and encourage them to strive to build a timeless legacy.
With me, people can be real, raw, open, and honest to
quickly and authentically deal with the things that bother them,
and still be respected and recognized as leaders in their own lives.

I'm all about the both/and, win/win as much as possible.

And, from a harder time in my life, there's a line
I'll do whatever I can to make sure we both come out okay
but threaten my wife or kids, and there's nothing I won't do to keep them safe.

Brand Identity & Messaging Guidelines

Lead Like A King Brand Personality: 

Lead Like A King's personality is that of a Ruler and a Sage, with a touch of playfulness. The brand represents authority, leadership, and wisdom, while also being approachable, relatable, and fun. 

1 AUTHORITATIVE —not— ARROGANT or JUDGEMENTAL
2 KNOWLEDGEABLE —not— KNOW-IT-ALL
3 EMPOWERING —not— CONTROLLING
4 PLAYFUL —not— CHILDISH or SILLY or TRIVIAL
5 FEARLESS —not— FOOLHARDY

Lead Like A King Brand Voice: 

The brand voice of Lead Like A King should be authoritative, yet conversational. It should be wise, yet approachable. The language used should be clear, concise, and to the point, while also being engaging. You can be playful, but not silly. The style should be clean and modern, with a touch of personality.

Lead Like A King Visual Identity: 

The visual identity of Lead Like A King should reflect the brand personality and messaging. The color scheme should be bold and regal, with a touch of playfulness. Consider using a crown or other symbols of royalty, along with images that convey leadership, wisdom, and community. The typography should be clean and easy to read, with a touch of personality.

Language Style Guide and Theme

Funny (witty, playful) more than Serious (Serious, authoritative, commanding, confident, no-nonsense, determined, focused, purposeful)

Formal (Formal, professional, structured, organized, efficient, no-frills, pragmatic, decisive) more than merely Casual (Approachable)

Respectful (Respectful, dignified, honorable, composed, restrained, sophisticated, poised, discipline) more than Irreverent (Buck the status-quo for men and relationships)

Enthusiastic (Playful) more than Matter-of-Fact (Matter-of-fact, knowledgeable, wise, insightful, thoughtful, informative, analytical, intelligent)

Personality Traits We ARE

AUTHORITATIVE

The Ruler archetype represents leadership, control, and command. The brand personality of Lead Like A King should communicate a sense of authority and confidence, inspiring trust and respect from its audience. Use language that is firm and decisive, demonstrating that you are a leader and know what you're talking about. 

KNOWLEDGEABLE

The Sage archetype represents wisdom, intelligence, and insight. The brand personality of Lead Like A King should demonstrate a deep understanding of personal relationships and how to navigate them successfully, positioning the brand as a reliable source of knowledge and expertise. Be clear and concise in your messaging, avoiding jargon or complicated language that might confuse or alienate your audience.

EMPOWERING 

The branded value of Actual Acceptance suggests that the brand personality should empower its audience to take ownership of their personal relationships and make positive changes. The brand should communicate that change is possible, without judgment or blame, and provide actionable steps for achieving success. Use words and phrases that inspire, motivate and uplift your audience, encouraging them to take action and become their best selves.

PLAYFUL

Lead Like A King's branded value of Playful Wisdom suggests that the brand personality should incorporate a touch of playfulness or quirkiness, making the brand more approachable and relatable to its audience. This can be achieved through the use of humor, creative language, and engaging visuals. Don't be afraid to add a touch of humor or playfulness to your messaging, as long as it stays true to the brand personality and values. Avoid being dry or uninteresting.

FEARLESS 

The branded value of Fearless Decisiveness suggests that the brand personality should communicate a sense of courage and boldness. The brand should encourage its audience to make decisions without fear of failure, positioning the brand as a source of strength and inspiration. Be daring in your messaging, taking risks and pushing boundaries to show that you are unafraid to stand out and be noticed.

RELENTLESS

The branded value of Unstoppable Community suggests that the brand personality should convey a sense of perseverance and determination. The brand should communicate that setbacks are temporary and that success is achievable with persistence and support.

TIMELESS

The branded value of Timeless Legacy suggests that the brand personality should communicate a sense of longevity and significance. The brand should convey that the work being done is meaningful and will have a lasting impact on the world.Use language that is timeless and wise, demonstrating that you are rooted in tradition and have a deep understanding of human nature.

Personality Traits We Are NOT

ARROGANT or JUDGEMENTAL 

While the brand is authoritative, it should not come across as superior or dismissive of others' perspectives.We do not judge others for their mistakes or shortcomings, and instead seek to understand and support them in their growth.

KNOW-IT-ALL

Even though we are knowledgeable, we remain open to new ideas and perspectives. We do not cling to outdated ideas or methods, and instead embrace new knowledge and innovation. We avoid being overly self-centered or narcissistic, and instead focus on empowering others to achieve their goals.

CONTROLLING

Even though we are empowering, we do not micromanage or force our views on others. Empowering others means trusting and respecting their autonomy and agency. We avoid being overly self-centered or narcissistic, and instead focus on empowering others to achieve their goals.

CHILDISH | SILLY | TRIVIAL

Playful does not mean immature, silly, or inappropriate. Even though we are playful, we take our work seriously and do not belittle important issues. We don’t use language that will diminish our authority. FOOLHARDY Even though we are fearless, we do not act recklessly or without regard for consequences. Fearless means taking calculated risks, not being afraid to speak up or take action when necessary.

Key Messaging Themes:

Acceptance: Emphasize the importance of accepting reality, without fault, blame, guilt, or shame. Encourage evaluation, pivoting, and repetition until desired results are achieved.

Wisdom: Emphasize the importance of playful wisdom, enjoying life, and reducing suffering for oneself and others. Encourage the application of knowledge guided by compassion, and highlight the fun and lighthearted nature of the community.

Community: Emphasize the importance of an unstoppable community that is playfully relentless and perseveres through challenges. Highlight the strength and support gained from being together.

Decisiveness: Emphasize the importance of fearless decisiveness, with the understanding that there is no failure, only learning. Encourage taking action and making decisions without fear.

Legacy: Emphasize the importance of timeless legacy, and how what we do echoes in eternity. Highlight the significance of passing on our wisdom to future generations.

Key Messaging Topics: 

Personal Relationship Mastery for Men: Emphasize the importance of helping men remove mental and emotional blocks, shift their belief systems, and step into the highest version of themselves. Highlight the three main problems the brand solves: marriage troubles, business stagnation, and fatherhood challenges.

Marriage Troubles: Highlight the brand's commitment to helping men make their marriages work, even if their partners are pulling away. Emphasize the importance of personal growth and relationship mastery for building strong, lasting relationships.

Business Growth: Emphasize the brand's focus on helping men take their businesses to the next level by overcoming obstacles and achieving success. Highlight the importance of personal development and a positive mindset for achieving business goals.

Fatherhood Challenges: Highlight the brand's commitment to helping men improve their relationships with their children. Emphasize the importance of personal growth and relationship mastery for building strong, healthy family connections.

High Vibration Living: Emphasize the importance of living at one's highest vibe and unlocking opportunities and connections in life. Encourage personal growth and mindset shifts to achieve a more fulfilling, successful life.

KEY MESSAGING CONSIDERATIONS:

If the Lead Like a King Brand wants to embody the Ruler archetype as its primary archetype and the Sage archetype as its secondary archetype, here are some key considerations for representing this in branding and messaging:

1. Emphasize leadership and expertise: As a Ruler and Sage brand, Lead Like a King should emphasize its leadership qualities and expertise in its industry. The brand should position itself as an authority figure that can be trusted and respected. 

2. Showcase wisdom and knowledge: As a Sage brand, Lead Like a King should focus on showcasing its wisdom and knowledge. This can be achieved through thought leadership content, such as blog posts, articles, and whitepapers, as well as through educational programs and resources. 

3. Use regal imagery and language: To reinforce the Ruler archetype, Lead Like a King can use regal imagery, such as a crown or scepter, and use language that conveys power, authority, and control. This can include phrases such as "dominate your industry" or "reign supreme." 

4. Highlight legacy and impact: As a Ruler and Sage brand, Lead Like a King should emphasize its legacy and impact. The brand should communicate how its products or services have a lasting impact on its customers or the world at large.

5. Incorporate storytelling: Both the Ruler and Sage archetypes benefit from storytelling. Lead Like a King can incorporate stories into its messaging that highlight its leadership, expertise, wisdom, and impact. These stories can be used in marketing materials, on the website, and in social media posts.

MESSAGING DON’TS: 

1. Don't use overly aggressive or pushy messaging: The Ruler archetype can come across as aggressive and pushy if messaging is not carefully crafted. Be careful not to use messaging that is overly aggressive or pushy, as it may turn off potential customers. 

2. Don't sacrifice authenticity for authority: While authority and expertise are important for a Sage-Ruler brand, it's also important to maintain authenticity and relatability. Avoid messaging that feels fake or inauthentic, as it can damage the brand's reputation. "Everybody eats, everybody poops... we ALL have shit to deal with."  

3. Don't ignore your audience's needs: As a Ruler-Sage brand, it's important to balance the brand's vision with the needs and desires of your audience. Avoid messaging that ignores your audience's needs and aspirations, as it can create a disconnect between the brand and its target customers. 

4. Don't neglect emotional appeal: While the Ruler and Sage archetypes focus on logic and intellect, it's also important to appeal to customers' emotions. Neglecting emotional appeal can make the brand feel cold and unapproachable, and it may make it difficult to connect with potential customers.

To ensure consistency in the brand personality of Lead Like a King, there are certain personality traits that should be avoided. Here are a few PERSONALITY TRAITS TO AVOID: 

Unapproachable: The Ruler archetype can sometimes be perceived as cold and distant. To avoid this, it's important for the brand to maintain an approachable and relatable personality. 

Arrogant: Rulers can sometimes be seen as haughty or overconfident, which can turn off potential customers. It's important to strike a balance between confidence and humility to avoid coming across as arrogant. 

Closed-minded: The Sage archetype values knowledge and wisdom, and a closed-minded approach can undermine this. To align with the Sage archetype, Lead Like a King should maintain an open-minded and curious approach to new ideas. 

Overly analytical: The Sage archetype can also be perceived as overly analytical and lacking in emotion. To avoid this, the brand should incorporate empathy and emotional intelligence into its messaging and branding. 

Indecisive: The Ruler archetype values decisiveness, so an indecisive approach can undermine the brand's credibility. Lead Like a King should maintain a decisive approach while also being open to feedback and input from others.

To represent authority in content and speech patterns, here are some tips:

1. Use confident language: Use strong and decisive words that convey your expertise on the subject matter. Avoid using hesitant and qualifying words like "might" or "maybe." 

2. Be clear and concise: Get to the point quickly and avoid meandering explanations or filler content. Stick to the relevant details and provide concrete examples. 

3. Use active voice: Using the active voice makes your writing and speech more direct, confident, and authoritative. Avoid using the passive voice. 

4. Provide evidence: Back up your claims with data, statistics, and other relevant evidence. This helps establish your credibility and makes your content more persuasive. 

5. Maintain composure: Stay composed and poised, even under pressure or in challenging situations. Avoid losing your temper or getting defensive. 

6. Demonstrate expertise: Show that you have a deep understanding of the topic by providing thoughtful insights and analysis. 

7. Use visuals: Incorporate visual aids like charts, graphs, and images to illustrate your points and make your content more engaging.

Overall, representing authority requires a balance of confidence, clarity, and expertise. By using strong language, providing evidence, and maintaining composure, you can convey your knowledge and expertise to your audience effectively.

LEAD LIKE A KING IS:

AUTHORITATIVE —not— ARROGANT | JUDGEMENTAL
KNOWLEDGEABLE —not— KNOW-IT-ALL
EMPOWERING —not— CONTROLLING
PLAYFUL —not— CHILDISH | SILLY | TRIVIAL
RELENTLESS —not— EGOTISTICAL
TIMELESS —not— SELF-CENTERED
FEARLESS —not— FOOLHARDY

LEAD LIKE A KING IS NOT: 

ARROGANT | JUDGEMENTAL
CLOSED MINDED | OUTDATED | KNOW-IT-ALL
CHILDISH | SILLY | TRIVIAL
CONTROLLING
FOOLHARDY
SELF-CENTERED

RULER SAGE MESSAGING DO’S:

1. Emphasize knowledge and expertise: As a Sage-Ruler brand, it's important to establish the brand as an authority in its field. Therefore, your messaging should emphasize your brand's knowledge, expertise, and insights to establish trust with your audience. 

2. Use a professional and authoritative tone: The Ruler archetype is associated with power and authority, and the Sage archetype is associated with wisdom and intelligence. Therefore, your messaging should reflect a professional and authoritative tone that exudes confidence and expertise. 

3. Emphasize the long-term vision: Both Ruler and Sage archetypes are focused on the big picture and long-term success. Therefore, your branding should emphasize a long-term vision and how your brand can help customers achieve their goals and aspirations over time. 

4. Use storytelling to illustrate your brand's message: The Sage archetype is associated with storytelling and passing on knowledge. Therefore, your messaging should incorporate storytelling to convey your brand's message in a way that resonates with your audience

A Ruler & Sage brand like Lead Like a King should focus on being seen as a wise, authoritative figure in its industry. It should use language, imagery, and storytelling that reinforce its leadership qualities and highlight its impact on the world. By doing so, the brand can establish itself as a trusted authority and make a lasting impression on its audience.

KEY MESSAGING FINAL CONSIDERATION: 

Balance Authority with Approachability:

While the Ruler archetype emphasizes power and control, the Sage archetype emphasizes approachability and a willingness to share knowledge.

The brand should balance these two qualities in its messaging, projecting a sense of authority and expertise while also remaining approachable and relatable to its audience.

This can be achieved by using language and imagery that is both professional and friendly, as well as engaging with its audience through social media and other interactive platforms.

Tone Of Voice 

1. Funny vs Serious 2. Formal vs Casual 3. Respectful vs Irreverent 4. Enthusiastic vs Matter-Of-Fact You’ll use this as a reference tool to determine and measure how you come across in different situations