I Only Have Eyes for You
This archetype values being in surroundings they love, their experiences, and the relationships they have with people. Lovers can also be known as harmonizers, team builders, spouses, sensualists, connoisseurs, enthusiasts, matchmakers, intimates, friends, and partners. Filmmakers often use the lover archetype with Marilyn Monroe personifying the lover in the movie Some Like It Hot. When it comes to love, it pertains to all kinds of human love, including romantic love, spiritual love, parental love, and friendship. The core desire of the Lover is experiencing sensual pleasure and attaining intimacy. They are afraid of being unloved, unwanted, a wallflower, or being alone.
The Lover archetype in branding is best used for:
- Fashion
- Jewelry
- Cosmetics
Brands that implicitly promise sexual appeal and beauty are Lover brands. The Lover archetype is used by such famous brands as:
- Victoria’s Secret
- Alfa Romeo
- Chanel
The most obvious one here is Victoria’s Secret. Since it is a lingerie brand its messaging is full of sensuality, particularly when it comes to imagery.
The Lover archetype is associated with passion, intimacy, and sensual pleasure. Brands that embody the Lover archetype typically evoke strong emotions, desires, and connections with their target audience. They often use images and messages that appeal to the senses, such as fragrance and taste, to create an atmosphere of romance and allure. Examples of brands that align with this archetype include Victoria’s Secret, Godiva, and Chanel.
The Lover archetype can be further categorized into four subtypes: the Romantic Lover, the Companionate Lover, the Playful Lover, and the Obsessive Lover. The Romantic Lover is focused on deep emotional connections and meaningful experiences. The Companionate Lover values companionship, comfort, and stability in relationships. The Playful Lover seeks fun, excitement, and adventure in romance. The Obsessive Lover is intense, possessive, and driven by a need for control.
To effectively use the Lover archetype in branding, a company must understand the desires and needs of its target audience. They must also be careful not to cross the line into inappropriate or offensive content. For example, an ad campaign that relies too heavily on sexual innuendo or objectification can quickly turn off potential customers.
Overall, the Lover archetype is a powerful tool in creating an emotional connection between a brand and its audience. By tapping into the universal desire for love and passion, a company can build a loyal following and drive sales.
