THE LOVER
I only have eyes for you
The Lover seeks long lasting relationships and values closeness and intimacy. They are motivated by their care for one another, and their desire to make others feel worthy of love and compassion. They believe that through honesty, passion, and vulnerability that people are capable of developing deeper connections with one another.
This archetype is also called the Beauty, Companion, Connector, Connoisseur, Enthusiast, Friend, Harmonizer, Hedonist, Intimate, Matchmaker, Partner, Romantic, Seducer, Sensualist, Spouse, and Team-Builder.
The 12 Brand Archetypes were developed and articulated in "The Hero and The Outlaw" by Margaret Mark and Carol Pearson
LOVER MARKETING OPPORTUNITY
The Lover is a promising brand identity for a brand
Whose use helps people find love or friendship
Whose function fosters beauty, communication, or closeness between people or is associated with sexuality or romance
With pricing that is moderate to high
If it is produced or sold by a company with an intimate, elegant organizational culture, as opposed to a massive Ruler hierarchy
That needs to differentiate itself in a positive way from lower priced brands
MARKETING APPROACH | Building strong connections to others making them feel special and appreciated
TONE | Aesthetic, Affectionate, Appreciative, Connected, Enticing, Intimate, Mesmerizing, Passionate, Seductive, Sensual, Sultry, Warm, and Welcoming
VALUE PROPOSITION | Helps people find and give love
CUSTOMER FEAR | Exile, orphaning, abandonment, engulfment
LOVER MINDSET & TRAITS
GOAL | To build intimate and committed relationships with those around them
STRATEGY | To become more attractive in order to build up the desire others have to connect with them
MOTIVATION | Belonging & Enjoyment
CALL | Infatuation, seduction, falling in love (with a person, an idea, a cause, work, a product)
CORE DESIRE | Attain intimacy and experience sensual pleasure
GIFT | Passion, gratitude, appreciation, commitment
CHAMPIONS | Appreciation, Commitment, Connection, Gratitude, Passion, and Sensuality
SUPER POWERS | Acting as a facilitator and being able to understand another’s perspective allows them to bring people closer together
SHADOW | Promiscuity, Obsession, Jealousy, Envy, Puritanism
TRAP | Doing anything and everything to attract and please others, losing identity
FEARS | Rejection, Loneliness, Isolation, and Contempt; Feeling that they are alone in the world, unworthy of being loved
TURN-OFFS | Aesthetic, Affectionate, Appreciative, Connected, Enticing, Intimate, Mesmerizing, Passionate, Seductive, Sensual, Sultry, Warm, and Welcoming
LEVELS OF THE LOVER
LEVEL 1 Seeking great sex or a great romance
LEVEL 2 Following your bliss and committing to whom and what you love
LEVEL 3 Spiritual love, self-acceptance, and the experience of ecstasy
SIMILAR BRAND ARCHETYPES
SOURCES
Mark, Margaret, Pearson, Carol, (2001). The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes Hardcover - (Amazon Affiliate Link) pages 13, 18, 178-181, 195
The authors developed the 12 Brand Archetypes as a tool for marketing in 1995 and explained their methodology and ideas in their seminal book. Some of the content on this page are ideas cited directly to maintain correctness and some have been paraphrased where possible.