ALSO KNOWN AS
Seducer, Partner, Romantic, Companion, Matchmaker, Hedonist, and Connector
01
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.
02
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.
03
Even when Lovers achieve all their desires, they are still fearful of loss.
CHARACTER
Some like it hot
STRENGTH / DRIVE
The Lover Brand taps into people’s passions ... And, everyone is passionate about something. 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 and it taps into the “heart” of the matter.
Sensuality
Closeness
Indulgence
Affection
Love
Opportunity
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.
WEAKNESS / FEAR
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
Threats
Being alone or stuck with a situation, product, or service that you are not passionate about. Mediocrity. Being average. Being lack-lustre.
DiffErent 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:
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:
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:
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.
BIG IDEA
Follow your passion!
BRAND EXAMPLE
Alpha Romeo
DOES IT APPLY TO YOUR BUSINESS?
Does your business provide high-end products that encompass the senses?
Is your business extremely passionate about what you do?
Is your brand based on providing a feeling of indulgence, excitement and passion?
Are your products/services differentiated from competitors by helping people connect to their desires?
Do your products/services tap into the concept of romance?
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