|Core Desire||To attain intimacy and experience pleasure|
|Talent||Passion, gratitude, appreciation|
|Fear||Loneliness, unwanted, unloved|
We can see the Lover brand archetype in lingerie and fashion brands alike La Perla and Christian Dior. These brands make products that helps you feel attractive and beautiful. Some hotel companies also embodies the Lover archetype in their brand when they provide services that pampers guests or make them feel special. The Lover is also embodied in many greeting cards and florist brands.
Unilever’s LUX brand of soaps and body baths is one example Lover brand. The soaps are made to smell good with thick foam and lather to make consumers (targeted towards women) feel good and indulge themselves during baths. This is different than another Unilever’s body bath brand; Lifebuoy. Lifebuoy carries the Caregiver archetype by being protective against germs and bacteria.
Food products such as Ferrero Rocher Chocolates and Starbucks Coffee may also portray the Lover archetype. Ferrero Chocolates invites customers to enjoy them or include them during special occasions such as Valentine’s or birthdays. The brand’s communication shows how their master chocolatier lovingly places the whole hazelnut in the layers of carefully crafted chocolate, making you yearn for such passionate craftsmanship. Starbucks is a Lover as a sub-archetype since they want customers to relax and enjoy their time at their outlets, connecting with friends while having a grande espresso.
How to know if you are a Lover brand?
Lover brand archetypes are customer-centred. They will go the extra mile to serve customers and fulfill their every need. Lover brands also seeks to create meaningful relationship in a world that is getting more and more individualistic. You are a Lover brand if you help people foster companionship and make them have a good time.
To know more about the Lover brand archetype, read The CEO’s Strategy Playbook: The Brand Building Playbook for Business Leaders. Download it free for a limited time and get your own do-it-yourself brand strategy worksheet!