Brand Archetype: Lover

Quote: “A true lover always feels in debt to the one he loves.” ~ Ralph W. Sockman

Motto: You’re the only one.
Driving desire: intimacy and experience
Goal: being in a relationship with the people, work and surroundings they love
Greatest fear: being alone, a wallflower, unwanted, unloved
Strategy: to become more and more physically and emotionally attractive
Weakness: outward-directed desire to please others at risk of losing own identity
Talent: passion, gratitude, appreciation, and commitment

Also known as: partner, friend, intimate, enthusiast, sensualist, spouse, team-builder

Lover archetypes in the wild:

  • help people belong, find friends or partners
  • help people have a good time
  • low to moderate pricing
  • freewheeling, fun-loving organizational structure
  • differentiate from self-important, overconfident brands

Archetype examples: Victoria’s Secret, Lady Godiva

See all 12 brand archetypes

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Marketing Ideas Author Matt SchoenherrAbout Matt Schoenherr
Matt is a husband, father of four, marketing consultant and founder of Marketing Ideas 101. As a student, teacher and published author, Matt supports the worthy goals of service and commerce in the small business and nonprofit communities. You may find him on , Twitter and Facebook. Creative marketing ideas and marketing strategies may be found at MarketingIdeas101.com.

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