The Lover brand archetype is sensitive. The lover is sweet. They love to love. They lavish people they care about with affection. They enjoy anything that’s pleasing.
The lover brand is all about empowering intimacy. The lover only cares about closeness, sex, romance, or something else. The lover brand loves to evoke emotion, and they want to make you feel special.
This archetype focuses on love, intimacy, and connection first and foremost. Consequently, lover brands have a narrow focus and should stay in their lane.
If you want our senior brand strategist, Mash, to coach you to create the right archetypal mix for your brand, schedule a 1-hour strategy coaching session!
Gain
Strengths
Color: Red
Brand Promise: Passion
Goal: To empower intimacy.
Strategy: To become as attractive as possible.
Personality to project: the lover, the masseuse.
Ideal Customer: The lover brand archetype appeals to consumers who want to spice things up. Though this can be sexual, it doesn’t have to be. Consumers are attracted to lover brands because they empower them to be bold, daring, and adventurous with those they love.
Alert
Weakness
Reputation can falter if the design is subpar, and the brand can lose focus if too many products are introduced. So invest in your branding and design and simplify your product offerings.
Suggested Color Palette
This is just a suggested palette. Colors should be selected based on a robust brand strategy and should be part of the brand identity development.
CHRISTIAN DIOR
Watch any Christian Dior advertisement and you’ll understand the essence of a lover brand. The company is all about empowering people to feel sexy, helping them reach a state of being wanted.
HALLMARK
Here we swerve away from sex and romance and look at familial love. Hallmark is a lover brand in that they help families, co-workers and friends better communicate how they feel. Note that Hallmark’s focus is quite narrow, too. They know they’re a lover brand, so they rarely stray into politics, environmental issues, etc. Doing so would muddy the waters and would dilute their messaging.
PET BRANDS
Here we swerve away from sex and romance and look at familial love. Hallmark is a lover brand in that they help families, co-workers and friends better communicate how they feel. Note that Hallmark’s focus is quite narrow, too. They know they’re a lover brand, so they rarely stray into politics, environmental issues, etc. Doing so would muddy the waters and would dilute their messaging.