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— The —

Lover

Brand
Archetypes
Follow your passion!
Message >
Big Idea >
SWOT Analyses >
Levels >
Brands >
Does it apply? >
Introduction
IMAGE
Carl Jung
Every day, we get bombarded with ads or brand messages vying to capture our attention. Most of them get deflected by our unconscious minds and hold little relevance or appeal to our daily lives. But at the same time, a select few of these messages get through to us, and we may even feel a sense of personal identity with them.

The way your brand communicates is critical. In the search to communicate better, every brand discovers a need for a personality and a voice.

One interesting way to view it is through the lens of archetypes. Brands can anchor their communications to enduring personas or profiles that feed into the human experience allowing consumers to identify narratives and symbolism quickly and effectively.

Brand Archetypes Brand Archetypes were a concept introduced by Carl Jung, who believed that they were models of people, behaviours, or personalities. Archetypes, he suggested, were inborn tendencies that play a role in influencing human behaviour.
Table of
Content
social
Social
Everyman
Jester
Lover
ego
Ego
Magician
Hero
Outlaw
freedom
Freedom
Innocent
Sage
Explorer
order
Order
Caregiver
Ruler
Creator
Lover
Follow your passion!
The lover desires to be desired. The experience of Intimacy, closeness and sensual pleasure is what the lover seeks and will use the means they have to achieve it. They are motivated to become more physically and emotionally appealing to increase their capacity to attract others. They fear to be unnoticed, unloved and unwanted and because their passionate desires cloud their judgement, they can easily be misled. Even when Lovers achieve all their desires, they are still fearful of loss.
Also know as
Seducer, Partner, Romantic, Companion, Matchmaker, Hedonist, and Connector
BIG IDEA

I only have eyes for you.

Core Desire

‍To attain intimacy

Strategy

‍Reaffirm Beauty.
Red Carpet Treatment.

Promise

‍Love makes the world go round

Goal

‍Being in relationship with things they love

Gift

‍Appreciation and passion

Motivation

‍Belonging and connection

The MESSAGE
Your striking beauty is impossible to ignore.
EXECUTION

To appeal to a Lover you need to make them feel attractive or stir their passionate desires for connection and intimacy. Because of their attraction to sensory pleasure, communication and messaging should use sensual language and tone.

Imagery and tone of voice are especially important for the Lover archetype. Brands appealing to Lover personalities can leverage their audiences desire for sensual pleasure through sight, sound, smell or touch. The colour red is especially appealing to the Lover.

Voice

Sensual
Empathetic
Soothing

SWOT Analyses
Strength

Where is Your Passion?
The Lover Brand taps into people’s passions  It is a very strong emotion that will drive people to do things and buy things that they really want. The Lover brand helps people recognize those passions.

Sensuality
Closeness
Indulgence
Affection
Love

S
Strength >
click to reveal
weakness

What am I passionate about?
The Lover Brand is intensely passionate. The trap of this intensity is finding yourself stuck in things that are bland, lifeless and meaningless.

Rejection
Loneliness
Isolation
Invisibility
Contempt

W
Weakness >
click to reveal
opportunities

We Bring the Passion!
If your competitors are staid, low-key or even boring, The Lover could be the formula that will spark interest within your target audience. Your company can make them feel inspired, special and invigorated.

O
Opportunity >
click to reveal
threats

Where’s the passion?
Being alone or stuck with a situation, product, or service that you are not passionate about.

threat >
T
click to reveal
Many levels
Each archetype can be experienced or expressed at different levels. The lower levels are less mature while higher levels are more developed.

Level 1: Casual

The Lover archetype is pretty surface level, in terms of intimacy. This is where we find the pure pleasure-seekers — the casual fling or one-dimensional friendships. Connections may be established and are likely even passionate, but they are not truly intimate or personal.

Level 2: Deeper

is all about forming deeper attachments and establishing commitments with who and what we love. We start to find fulfillment in these relationships.

Level 3: Spiritual

Brings us to a spiritual love. With a sense of wholeness and connection to others, it is a love that extends to mankind as a whole. Those who are familiar with the love of Christ can understand that as the ultimate expression, truly filling the deepest of voids we have for love.

Brand Example
The mechanics of emotion. Alpha Romeo
Does it apply to
your brand?
There are twelve brand archetypes in total. Does this one work for your brand?

Ask yourself these simple questions. If the answer is yes to most of them, Its most likely your best bet.

Q1

Does your business provide high-end products that encompass the senses?

Q2

Is your business extremely passionate about what you do?

Q3

Is your brand based on providing a feeling of indulgence, excitement and passion?

Q4

Are your products/services differentiated from competitors by helping people connect to their desires?

Q5

Do your products/services tap into the concept of romance?

Social

Freedom

Order

Ego

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