The Lover Archetype

The Big Idea: Follow your passion!

What Does it Mean to Be a Lover Brand?

The Lover Brand is all about passion, romance and the senses. You tap into people’s desires and help them realize what they have been yearning for. Relationships are extremely important and making connections is high priority — even if you are helping people make connections within themselves. You tap into the intimate moments in people’s lives. Your products and services are inspiring, exciting, indulgent, and include the finer things in life.

The Lover is also known as: The Seducer, The Partner, The Intimate, The Connector

Sub-Archetypes

Several archetypes can be broken into 2 or more sub-archetypes.  The Lover is one of those. The Sub-Archetypes are:

The Gigolo Archetype

The Gigolo

Focuses on the passion of sexual desire.

The Cupid Archetype

The Cupid

Focuses on the passion of romance.

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The Lover might be right for you...

  • 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?
If you said "yes" to any (or a lot) of the above, you just may be a Lover!

Strengths

Where is Your Passion?

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.

Weaknesses

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.

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.

Threats

Where’s the passion?

Being alone or stuck with a situation, product, or service that you are not passionate about. Mediocrity. Being average. Being lack-lustre.

Examples of Great Lover Brands

Watch Some Great Lover Ads...