6.
The Lover
The lover archetype governs all sorts of human love, from parental love, to friendship, to spiritual love, but it is most important to romantic love. For this archetype, it is not just present in the 20's but throughout life. Lovers seek intense personal connections in friendships, families, and partners. The lover brand seeks belonging by offering the promise of a happy ever after or offering pleasure on the journey to it.Lover brands include: Hallmark, Revlon, Victoria Secret, Godiva chocolate, Barilla Pasta, Elizabeth Taylor, Coco Chanel, Cinderella, Bill Clinton, Jaguar, and Caress.Lovers are also known as: partners, friends, intimates, matchmakers, enthusiasts, connoisseurs, sensualists, spouses, team builders, and harmonizers.Core Desire: attain intimacy and experience sensual pleasure.Goal: being in a relationship with the people, the work, the experiences, the surroundings they love.Fear: being alone, a wall-flower, unwanted, unloved.Strategy: become more and more attractive physically, emotionally, and in every other way.Gifts: passion, gratitude, appreciation, commitmentLover attracts a wide array of customers that are seeking fulfillment in finding love. Whether the love is romantic or friendship, their self-esteem may derive from the sense of specialness that comes from being loved. These brands offer a deep, abiding, intimate connection to their customers at can create very deep loyal customers.Visual appeal for lovers: personal, sensual, honesty, vulnerability, passion, making customers feel special with personal touches, one of a kind, unusual, quality.The lover is a good identity for a brand:Whose use helps people find love or friendshipWhose function fosters beauty, communication, or closeness between people or is associated with sexuality or romanceWith pricing that is moderate to highIf it is produced or sold by a company with an intimate, elegant organizational structure, as opposed to a massive Ruler hierarchyThat needs to differentiate itself in a positive way from lower priced brands.Want to learn more about your brand and have a complete strategy? Schedule a free consultation and let's chat about your brand and website!