The Lover Brand Archetype Revealed
Lover – there is one happiness in life, to love and to be loved.
Lover brands tend to create intimate relationships and want to make the customer feel pleasure. The brand gives the idea of being close to friends, lovers, and everything that is surrounded. It wants us to appreciate everything that is beautiful, whether it is food, beautiful sceneries. Let’s mention some Lover brands’ potential customer fears.
- Being alone.
- Being unwanted.
- Being unloved.
Lover brands offer their customers better appearance, emotions, and ethics in order to capture the hearts of the people that surround them. It makes their customers avoid overdoing to attract and please others at the cost of losing identity.
Instead, it provides them interesting solutions to fulfill their goals. The brand identity is based on passion, appreciation and gratitude. It provides values like beauty, love and sensuality.
The lover would be a promising brand identity for the following products
Lover brands are performing well when it comes to products like perfume, makeup tools (ex Chanel, Estee- Lauder).
Chocolate related gifts are very common in Lover identity brands(ex. Godiva).
Sometimes Lover is suitable for companies that are against Ruler brands and are moderate in pricing. This example we see in jewelry products.
Lover brand is suitable for Women’s clothing and Jewelry (ex Gucci, Chanel, Victoria’s Secret).
High-class coffee shops and French-style cafés also belong to Lover brand archetype.
Do The Branding Of Your Products On Your Own With The Following Ebook. It Gives You The Following Solutions.
- Find out the archetype of your brand with a 12 question quiz.
- Create a slogan and brand messaging.
- Create the logo, packaging, store appearances.
Lover personality in action. 5 life steps of the Personality.
- At first, it falls in love with something, with a person, or an idea, or a piece of art. It seeks intimacy, for romance, for a greater thing between 2 creatures.
- Then it Follows happiness and commits to the idea or a person it loves.
- Now it is the time of enjoyment, spiritual love and acceptance.
- Sometimes when things do not go well the Lover is trapped by envy, jealousy, and obsession.
Lover stories and messages to use for Your Branding!
While we try to provide our brand message to the customers it is important to tell the right stories with the right messages. Here are some Lover archetype stories with appropriate messages.
The Lover archetype likes retro-style cars and old-fashioned women dresses, these associations are revealing the core of the identity of the following archetype.
Sometimes it puts the spell on cities which are known as haute couture centers, like Venice or Milan. Venice is associated with its cultural buildings, water roads. Milan is the center of fashion which is obviously synonymous to the lover identity.
Chanel shows us that the Lover archetype sometimes prefer black and white, minimalistic colors.
Also, Chanel shows us that Lover can be based on celebrities Like Coco Chanel or Keira Knightley. The latter is the face of this brand nowadays. These characters are full of love and gratitude and they are mainly associated with retro style.
Lover messages cover stories about wedding ceremonies and every little detail connected to that. The dress of the wife, the cake, the wedding hall decorations. We witness here storytelling elements concerning to cake preparation or what type of dress should the bride wear.
Another kind of message is associated with girls’ shaping, ballet dancing, pilates exercising. Some brands put spells on an item or an animal. It can be a guitar, a car (Alfa-Romeo) or a bee like Haagen-Dazs.
The ice cream company tells a lot of stories about why they love honey bees and do a lot of things to save their lives as their population is decreasing.
Almost 1 million dollars were donated for their beloved animal. Instead, Alfa Romeo speaks about emotions like passion, beauty, and innovation. Somebody who rides Alfa-Romeo should fall in love with the car.
Whoever prefers to adapt the Lover identity should be in love sometimes. Whether the company falls with the bees or the customer with the car, a couple falls in love with each other due to the wonderful smell of the perfume.
How to use Lover archetype practically?
Websites examples of Lover brand archetype. Chanel example
Chanel has put a spell on black and white style for user interface design. They have taken a lover personality like Penelope Cruz and made her the face of the website as many girls would follow Penelope.
In terms of the user experience, Chanel has done it simply: All products are mentioned in the menu section and you can easily find your favorite product. Also you can notice female celebrities when you scroll down.
This is the product page of Haagen Dazs. Honey is simply everywhere. Minimalistic approaches of the lover archetype enrich this website design in a unique way, and even the look of ice creams seems tasty.
The blog section of Estee-Lauder is called Estee stories, this type of heading is more attractive for females. And the text “Estee stories” is with us while we scroll down. Though it is inconvenient from a practical point of view, it is very stylish. The blog is full of women’s stories and everything is dressed in white color, the color that the Lover archetype likes the most.
Social media presence of the 3 brands.
Chanel Lover Ideas.
- Their Facebook cover photo is just Chanel with black letters on a white surface. It’s full of minimalism.
- I took an interesting animation from an advertisement created for a show in Bangkok, It takes place during the cruise, the post is painted with Lover colors. Pink mixed with blue, and that big Cruiser.
- A new Chanel 5 is released in red color. The video is like their famous Chanel 5, very sophisticated. This is how they say (red is more, red is more than a passion).
These pictures generalize the Lover ideas of Haagen-Dazs.
- The loving couple is tasting the ice cream, and the ice cream here is the symbol of their unity. The phenomenon of every couple is based on love and Haagen-Dazs uses it in their advertising.
- Their Instagram is full of these splendid ice cream photos and animations and it irritates my appetite. I would like to taste immediately a new peach ice cream with LOVE.
- As I mentioned before Haagen-Dazs cares about bees. The company always shows us how they love honey bees and they appreciate the hard work the bees do every day.
Estee-Lauder presence.
- The dancer is in the first place, it emphasizes the perfection of a girl’s spirit. A spirit that is full of gratitude and appreciation, the ballet dancer loves her work and the ballet itself.
- The second photo is celebrating the birthday of Este-Lauder and it also shows the recipes of the chocolate bars. Once you watch this video immediately you would like to have a bite of these lovely bars or simply make it at home.
- And their Facebook cover photo. A Well known model is advertising the new perfume, which is a good move. She is sitting on a carousel, a place where many couples visit for a romantic meeting.
Do The Branding Of Your Products On Your Own With The Following Ebook. It Gives You These Solutions.
- Find out the archetype of your brand with a 12 question quiz.
- Create a slogan and brand messaging.
- Create the logo, packaging, store appearances.
Interesting Campaign ideas for a lover identity.
What is a campaign?
It is a strategic marketing act to make buzz within the customer, to engage them with the brands and reach final purchase action. These acts are generalized with one great idea and it is the campaign core message, and here are 3 examples of them.
Estee-Lauder – a success story of girls.
I turned to the blog of the website of Estee and looked for interesting information, specific campaigns and found the article about 2 sisters. They have launched their own restaurant business and were talking about a perfect dinner.
The dinner plates should be delicious, but one thing during the dinner is vital and it is the red Estee lipstick, which must be perfect. They say so! This campaign is about successful women that use Estee.
Chanel – Colors of Chanel.
On their website, I found a video about Chanel colors. Here they are.
Black – as for Gabriell Chanel. It reveals the women’s residence.
White – as in the beginning, there was white.
Beige – as it is warm, simple and natural.
Gold – like the baroque art which always inspired Gabriel Chanel.
Red – as it is the color of beauty.
These colors carry the philosophy of Chanel, and they try to show us why these particular colors were precious for Gabrielle Chanel.
Haagen Dazs – recipes.
There is a whole paragraph on the website that teaches us some incredible recipes. This one is a classic avocado with a caramel twist. As it is mentioned it is quite easy to create and it only needs 10 minutes and 3 steps. Placing avocado in a coffee mug and so on.
The ice cream brands want us to touch and feel their recipes, of course, we can not make it as well as they do, but eventually, we will love the idea and the ice cream.
The Lover has its own color pallets, which illustrates the right emotions, the inner voice of the archetype.
Here are the color pallets for the Lover archetype.
The headline of this pallet can be “Lover with various emotions”.
This one is more like “Stages of love”.
Fonts are repeated everywhere in Logos, in every type of content, and Lover fonts are very tender and sensual, here they are.
And these are the quotes valued by Lover archetype.
Love and be loved.
Love should be unconditional.
HERE ARE SOME REALLY INTERESTING TIPS FOR CREATING A GOOD SLOGAN BY ME
What type of customers like the Lover brand archetype?
It is obvious that the Lover brand archetype is appreciated by people who are in love, who give gifts to their partners, and are full of passion.
The young people of this archetype are called “Chardonnays” (age 18-26).
They like sharing their life events with friends and making moments special. And the most important thing for them is to seem attractive to the opposite sex. They pay a lot of attention to their look and spend a lot of time in front of the mirror.
They like quality products and can save up to pay more for quality. And they appreciate interesting and entertaining ads. They can be easily grabbed by an ad that is engaging, smart. Billboards and transparents are great methods to catch their attention.
On social media they like sharing. Whatever they like, they share it with friends. Instagram Is a prime place for chardonnays. They like to be in tune with the latest news about celebrities, recipes, love and tv series.
The second segment of people is “Revitilizers” who are mainly married and are aged from 26 to 45 years old.
These people are mainly concerned about their outfit and appearance. They like taking care of themselves, constantly attending gyms in order to be in good shape and keep up with the diet. They look for the lowest price product while shopping and they try new brands very often.
These people like to watch TV a lot, especially reality and fashion shows. Their favorite topics are gossip, fashion, marketing and cars.
They do not consume the internet much and are not good at innovations. We can meet this type of people mainly on Facebook or Instagram.
There are more than 16 customer characters you can find out in the blog.
What archetype is your brand?
The Lover is passionate, positive and it can be a very beneficial option for many products, cafés restaurants perfume, etc.
Similar to the Lover, there are other archetypes like Jester and Everyman.
Jester tries to make every moment funny and memorable. Everyman tries to keep an everyday routine of simple things while jester tries to make life more unanticipated. There are 12 of them, you can reveal them all. Find your brand archetype.
