The Lover Archetype

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By Jan Gevers

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Brand archetypes humanize your brand by giving it a well-defined multidimensional personality your audience can relate to. They distinguish you from the competition and speak in a clear voice that cuts through the clutter.

Not sure yet which archetype corresponds to your brand?

We will make you feel special

The Lover brands promise intimacy.

Essence: Intimacy. Sensuality. Luxury.

  • Does your brand attach importance to producing luxury products that are esthetically pleasing?

  • Does your brand emphasize sensory experiences?

  • Does your brand promote harmony, intimacy and togetherness?

  • Does your brand evoke emotion?

  • Does your brand value customer appreciation more than anything?

  • Does your brand position itself as glamorous and upper end?

If you have responded yes to many of the questions above, your brand may be best represented by the Lover archetype.

Purpose: To create lasting relationships, to evoke emotions and indulge in delightful sensations.

Alter egos: The sensualist - the seducer - the harmonizer - the partner - the romantic - the hedonist - the bon vivant - the matchmaker - the companion

Personality traits: Passionate - sensual - sexy - attractive - glamorous - luxurious - emotional - beautiful - loving - faithful - magnetic - committed

Lover brand example

Dior is a good example of the Lover archetype.

‍The good

The Lover brands are all about crafting lasting relationships and fostering intimacy and connection. They appeal to their audience’s emotions, counseling them to follow their heart and indulge their desires. These brands promote togetherness and they enhance their audience’s attractiveness in order to make them feel special. The Lover not only focuses on romanticism and sex, but encapsulates all types of love. They help their audience give and receive love as well as encouraging self-care and self-acceptance.

The Lover also appreciates beauty and celebrates the physical pleasures of being human. These brands entice their audience with enjoyable experiences that please the senses: delicious food, alluring scents, beautiful things, etc. These are brands to choose with your heart, rather than your head.

The bad

The Lover brands fear being alone, unloved and unwanted. Making a good impression is important to them and how others perceive them could affect their self-esteem. They're people pleasers at the risk of becoming a puppet. Conversely, their dark character traits include a tendency to become obsessive, envious or promiscuous. At their worst, they could objectify others, become vindictive or seduce for the sake of conquest. They may come across as shallow. The Lover would not care to pass as cheap as that would ruin their aura of glamor and mystique.

The believers

The Lover audience wants to feel special. They want to love a brand that will love them back. They are driven to connect and they make every effort to attract others either by enhancing their appearance or by becoming the best version of themselves. These customers are drawn to the premium products of the Lover brands which are tasteful and charming and which make them feel good about themselves. Customer appreciation is crucial.

The brands

Lover brands turn up in many industries but are typically associated with cosmetics, jewelry, fashion and certain types of food. These types of brands use evocative images to speak to the senses and mesmerize their audience with promises of beauty, intimacy, delicate scents and other sensual delights. The focus lies on how the product would make the customer feel.

Victoria's Secret, Lindt, Häagen-Dazs, Godiva and Marilyn Monroe are examples of the Lover archetype.

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