the LOVER BRAND ARCHETYPE

Also known as: the Friend, Partner, Spouse, Sensualist, Muse, Spouse, Siren

The Lover is driven by a desire to feel intimacy, passion and shared sensual experience. They seek to meet that need by transcending through sensory and emotional connection, making themselves attractive, needed and/or loveable.

Lover Brands help customers feel a sense of connection through providing products and services that foster feelings of intimacy, sensory, beautiful and/or exclusive experiences. Common industries include Fragrance, Luxury Dining, Travel, Apparel & Accessories, Beauty/Body/Spa, Floral, Bridal, Dating Apps.

LOVER BRAND ARCHETYPE CLIENT PSYCHOLOGY:

Desire: To feel intimacy, passion, sensual experience; to realize divine transcendence through connection + love. 

Motivation/Goal: Transcendence through sensory connection, intimacy & shared experience; to feel oneness + unity through loving people, animals, work or products.

Motto: “You’re the only one.”

Biggest Fear: To feel unwanted, rejected or alone; to be trapped in a life without beauty, sensation or passion. 

Strategy: To become attractive + indispensable; to provide love + create shared sensual, intimate experiences.

Weakness: Outward Focus, Vanity, Chameleon, Over-Sharing, Manipulation.

Strengths: Passion, Gratitude, Loyalty, Appreciation, Beauty, Charm, Charisma, Sensuality, Grace.

SHADOW SIDE:

SHADOW QUALITIES: Intimacy Problems

PRONE TO ADDICTION: Relationships/sex

LOVER BRAND ARCHETYPE INDUSTRIES:

Fragrance, Dining & Travel, Luxury, Beauty/Body/Spa, Fitness/Wellness,  Auto [Sports, Performance], Floral, Bridal, Lingerie/Designer Clothing, Dating Apps [Tinder, Bumble, Match.com]

LOVER BRAND ARCHETYPE PROMISE: 

• Help people find connection through intimacy, love, friendship or shared sensual experiences. 
• Function to foster beauty, communication or closeness between people; associated w/ sexuality or romance.
• Sell products/services that evoke feelings of attractiveness, sexuality, luxury, or premium/exclusivity. 
• Sell premium products to customers who want the luxury of experience (v. status) from their purchase.

PRICE POINT:

Mid-High

CUSTOMERS FEEL: 

Turned on, spellbound, Desiring + entranced. "I want that experience."

DIFFERENTIATING FACTOR: 

This brand archetype stands out by promising passion, sensuality, intimacy and/or heart connection as the core part of it’s brand experience. 

LOVER BRAND ARCHETYPE EXAMPLES: 

CORPORATE/POPULAR: Victoria’s Secret, L’Oreal, Chanel, Gucci, Godiva, Alfa Romeo, Hallmark, Christian Dior, Abercrombie & Fitch, Armani, Tom Ford, Dolce & Gabbana, Playboy, Porsche, Ford [Mustang] Chevrolet [Corvette], Ferrari, Aston Martin, Axe Deodorant, Jill & Jack Adult Toys 

MYTHOLOGICAL: Eros/Cupid [Greek/Roman], Aphrodite/Venus [Greek/Roman], Hera [Greek], Kokapelli [Native American], Jack [Titanic], Vivian [Pretty Woman], Charlotte [Sex In The City], Samwise [Lord of the Rings], Romeo & Juliet

PERSONAL BRANDS: Cleopatra, Beyonce, Sofia Vegara, Lana del Rey, Cleopatra, Casanova, Marie Antoinette, Marilyn Monroe, John Lennon, Elisabeth Taylor, John Mayer, Cary Grant, Clark Gable, Kim Kardashian, Brigitte Bardoe, James Dean, Robert Redford, Brad Bitt, Audrey Hepburn