Brand Archetypes Explained: The Lover
Have you ever felt a connection with a brand that was so strong, you felt like it was created for you? If so, it’s probably because you share the same brand archetype. As we mentioned in our past blog post, “The Psychology of Branding,” archetypes are unconscious characteristics and traits, such as ideas, thought patterns, or images, that are present in individuals’ psyches. The most successful brands adopt the archetype with the traits that are shared by its core audience, allowing the brand to create loyal followers by connecting on a subconscious, emotional level. In this blog post, we highlight the Lover brand archetype. Companies that connect with their fellow lover audiences share their desire to connect with others through love, intimacy and committed relationships. Below, we break down all the traits that make up this archetype, and share some examples you may recognize!
Watch for more posts from our blog series, Brand Archetypes Explained, where we will continue to explore each of the twelve characteristics so that you can better determine what may be the right fit for your business. You can also see our previous post on The Innocent, The Sage, The Explorer, The Outlaw, The Magician and The Hero Archetypes.
The Lover
Think all things love- intimacy, romance, relationships, etc. Brands under this archetype exude and inspire passion, intimacy and connection.
Characteristics:
Intimate
Passionate
Romantic
Luxurious
Desire/Goal:
To connect with others through love or compassion.
Things to Consider:
Lover brands can be so focused on their desire to connect that they lose their identity.
Complementary Colors:
Pink: Romance and love
Red: Passion and romance
Purple: Luxury and passion
Wondering how to capitalize on your archetype? Send us an email! Our marketing and design services can help enhance your branding and expand your reach.
