Does your brand focus on creating beautiful and luxurious products? Does it emphasis on peace, closeness, and community? If you’ve answered yes to most of these questions, you may belong to the Lover archetype.
Before moving forward, you might want to read more about archetypes and their importance in building a brand.
Read our full article on the brand archetypes based on Carl Jung’s personality framework – ‘Brand Archetypes- What are they and how are they useful?’
Meet the Lover Archetype
Do not be fooled by the name. Clearly, it is not simply about romance. All forms of love are presented by the Lover. Parental, friendship-based, familial, spiritual, romantic, for instance.
Lover branding aims to create emotional connections by satisfying desires and making people feel special. Brands within this archetype seek to emphasize the physical pleasures of being human to foster closeness and delight in their customers.
They are the ones that give stories- emotion and feeling. They are all focused on developing bonds with the audience and inspiring devotion. They take joy in attending to the desires of others. Further, they work hard to make others feel loved and secure.
Lovers have a zeal for life. They find delight in the idea of being alive and human. Further, it encourages others to do the same. The goal of the Lover Archetype is to produce events that foster bonds and produce enduring memories. They want you to remember them fondly for an experience of intimacy. They also enable one to appreciate the people one cares about. However, not all Lover businesses focus on romance, nor are they only made for women.
Values
The Lover has an unrestrained love and appreciation for harmony, intimacy, and cooperation. The Lover cultivates bliss and oneness. They are driven to draw, give, receive, and nourish intimate, life-affirming love.
Strength
They are empowered by immense passion and dedication. This leads to a loving experience that transcends feelings or mindsets to become a way of being. The Lover archetype often stirs intense emotions and offers luxurious experiences.
Weakness
The lover is not free of negative traits. These might get manifested as obsession, shallowness, and excessive drama. If not careful, this branding may cause to lose perspective in the pursuit of attractiveness.
How can Brands use the Lover Archetype?
The customers of a Lover archetype prioritise aesthetics and appearance. They are lured to high-end brands that enhance their perceived attractiveness to others. This branding needs to play to your customer’s personality and senses. Therefore, appealing to their deep romantic side. So as to, arouse the desire for a passionate fling or lasting love.
Here are a few elements that have been incorporated into successful Lover branding campaigns:
Colours
When pulling colours for The Lover, a lot of brands have stuck to using different shades of red and pink.
- Red colour represents love, power, passion, heat and energy. It further stand for strength, desire, sensuality and excitement.
- The colour pink brings out happiness, femininity, playfulness, energy and romance.
- If you want to try something new and different, you can also use golden colour. Gold represents wealth, wisdom, something valuable and traditional.
Imagery and Aesthetics
Just being practical isn’t sufficient for this personality type. They focus on how things look and need a classy appearance. They appreciate everything that’s visually pleasing and attractive. The Lover enjoys sharing stories and communicates to seem as attractive as possible, aiming to spark intimacy and passion in their audience. They express their passion using descriptive language. Clients value their good looks and aesthetics, making them attractive like luxury brands.
Consumer Perception
To grow a loyal customer base, create a consumer journey in which they feel more loved and love more in return. Consumers of a lover archetype yearn for meaningful relationships and joyful experiences. They, further, admire close friendships and solid links with the individuals they cherish. The Lover yearns to blend in and be acknowledged. This can make individuals feel more acceptable to the person they love. Also, attract the attention of that person. For example, brands involved in the beauty and lifestyle industry might talk about improving one’s appearance to become more attractive.
Industries and Categories of the Lover Archetype
The archetype is appropriate for your product if it gives pleasure. Moreover, it it helps one to locate their soulmate, maintain attractiveness, and is connected to sophistication and aesthetics.
Companies engaged in fashion, indulgent food and drink, frequently adopt the lover branding. To be specific, the lover is a suitable archetype for the below-mentioned industries:
- Jewellery
- Fashion
- Fragrance
- Food
- Cosmetics
Some Indian brands of the lover archetype are Fiama Di Wills, Monte Carlo, Tanishq, Manyavar, Nalli Silks, Mood condoms, and Rupa.
The Lover Archetype in Action: An Indian Case Study
Manyavar
The Indian traditional clothing company Manyavar is the ideal representation of the lover archetype. The brand started off in 1999. The goal was to modernise men’s ethnic clothing as a statement piece. Undoubtedly, it has flourished to be a full-fledged retail enterprise since 2008. Today, the company has become a one-stop shop that infuses joy and elegance.
In the early years, its communication and advertising focused heavily on friendships. Also, development of special bonds throughout the wedding season. It tried to reinforce the customary shaadi. That is, in the presence of close friends and family with its “Yaaron Ke Nakhre” campaign.
The brand highlights such emotions and moments through storytelling. Further, accompanied by music and vocals that easily catch the eye of the Indian audience. Not only the couple but the close relatives are given equal importance. Therefore, highlighting how their collection is for everyone and every occasion.
The company occasionally ties up with Bollywood stars and couples. For instance, with Virat and Anushka in recent time. This helped it to be recognised as a clothing company that celebrities not only wear but also support. This deliberate technique helps to gain greater respect from their target audience. Furthermore, being seen as a premium brand.
From the very beginning, the brand has aimed to establish an emotional connection with its target clients. By positioning itself as “a mark of respect,” it has branded itself as a brand that customers can be proud to associate with. The company has also been trying to portray itself as “celebration attire” for any occasion. By introducing newer aesthetics, the brand has become a choice for everyone.
Is your Brand a Lover?
The Lover can take on a variety of roles in your story. Not necessarily romantic. To understand your brand archetype better, here is a quick guide:
The Lover
The classic lover has a loyal and ardent persona. They value both emotional and physical closeness. Lover’s respect cooperation and working together. They have idealistic beliefs and trust in the strength of love. Moreover, they hold a strong idealistic belief in the efficacy of love. Their greatest phobia is being unwanted and alone.
The Romantic
They value interpersonal relationships and want to connect with others. This type of branding is incredibly emotional. They looks for relationships to fulfil who they are. They tend to ignore problems when they occur.
The Friend
This sub-archetype can serve very well if your primary brand is a Hero. The Friend can be your hero’s moral compass and shoulder to lean on in tricky situations. They are kind, patient, and respectful while still debating their choices.
The Sensualist
A sensualist is engaged in the pursuit of pleasure. They seek out extravagant activities and live for enjoyment. This branding makes the celebration come alive.
Here are a few more traits that distinguish lovers in addition to those discussed previously. A lover:
- Appreciates elegance and beauty in their surroundings.
- Desires to be appealing to others (physically, mentally, or emotionally)
- Enjoys fine cuisine, beverages, and other pleasures
- Is attracted to aromas, splendid flavours, and beautiful things
- Handles strong sentiments and emotions
- Occasionally equate the strength of their relationships with their sense of self
- Make judgments based on their feelings
If your brand defines any of these feelings, chances are you may be a lover.
The Lover consumer is attracted to concepts like passion and bravery. A lover brand must create brand messaging that encourages consumers to appreciate themselves as well as those around them. Customers of the Lover worry about being alone or unwelcome. Try to allay their worries to foster safety and trust. Last but not the least, remember, you do not need to use sexual appeal to attract customers. The lover is all about connection.
