The Lover

Brand Archetype

There are so many things that can be said about the The Lover brand archetype. Although not for women only, it is the most feminine of the brand archetypes. This femininity can range anywhere from the bubbly girly-girl, to the enchantress / femme fatale, to the ethereal and mysterious goddess.

Much more than about sex, love, partnership and romance, the single most important thing about the Lover is her desire to connect – deeply – with everyone and everything that is important to her. Because of this, there is an intensity about her that can often be misread as purely sexual. But that misses the point entirely. She is beauty personified, both inwardly in her heart and soul, and in her desire to make the world around her beautiful.

The Lover

is also known as the

The main purpose

of this brand archetype

The Lover’s purpose is to form deep connections and relationships with others through shared experiences. She wants to connect with the people, places, experiences – anything in her life she finds important. She’s not afraid of commitment. Her passion and enthusiasm makes it easy for the people in her life to feel special, and she luxuriates in this role. She appreciates and creates beauty in every aspect of her life. She is naturally talented at finding and bringing out in each of us what we are most passionate about.

Doing Business

+ marketing

Best suited for
  • This brand is a natural fit for any business or lifestyle blog that caters to women and anything feminine.
  • It is also ideal for business, products and services that focus on beauty, fashion, food and luxury experiences.
  • It is also great for businesses that offer high-end services and cater to a clientele looking for VIP treatment and service.
  • This is ideal for businesses that focus on building relationships, connections and intimacy not just between people, but also with anything their clients might be passionate about.
  • It is perfect for businesses that offer products or services that provide a sense of luxury, opulence and glamour.
  • It is also a good fit for any type of design business or business that focuses on a refined or beautiful aesthetic.
Marketing niche
  • The Lover brand business will appeal to clients who want to feel special and appreciated.
  • Whatever product or service they are looking for, they tend to gravitate towards the high-end, elegant, tasteful, exquisite and expensive end of the spectrum.
  • They are looking not just to solve a problem, but to have “an experience.”
  • This brand archetype can attract clients who are connoisseurs of something – be it fine art, food, wine, good design, clothes, etc.
The Lover

“Whenever you are creating beauty around you, you are restoring your own soul.”

~ Alice Walker ~

+ weaknesses

At her best...

The Lover is passionate about people and connecting deeply with them in all types of relationships, from friendship to love. She loves to feel special and wants the people important to her to feel special as well. She loves to create “an experience” in her business and offerings for her clients. She can make even the everyday mundane seem special and memorable.

At her worst...

She can be overly concerned and even obsessed with what other people think about her. With being so heart-centered, if not held in check, she can be intensely over-dramatic and hard to take. If not careful, her need for connection can slide down to the darker side of relationships into obsession and co-dependence.

Traits & attributes

of this brand archetype

  • Sensual
  • Pleasure
  • Relationships
  • Connection
  • Commitment / Committed
  • Accepting
  • Intimacy
  • Passionate
  • Love
  • Affectionate
  • Emotional
  • Sentimental
  • All heart
  • Beautiful / Beauty
  • Lovely
  • Exquisite
  • Elegant
  • Luxurious
  • Glamorous
  • Lavish
  • High-end
  • Expensive
  • Opulence
  • Indulgent
  • Self-Indulgent
  • Aethetic
  • Appreciation
  • Special
  • VIP
  • Desire / Desirable
  • Charming
  • Charismatic
  • Magnetic
  • Captivating
  • Memorable
  • Intoxicating
  • Intense


The Lover Brand ARchetype
Archetypes in Branding

Resources for your journey

Spotify PlayList

A growing playlist of music on Spotify that add “flavor” and helps to personify the Lover brand archetype.


Images for the Lover brand for your branding & graphic design. From Pexels & Unsplash.

Pinterest Board
A Pinterest board of images, themes and inspiration representing  the Lover brand archetype.
  • Hartwell, Margaret Pott., and Joshua C. Chen. Archetypes in Branding: a Toolkit for Creatives and Strategists. How Books, 2012.
  • Mark, Margaret, and Carol S. Pearson. The Hero and the Outlaw: Building Extraordinary Brands through the Power of Archetypes. McGraw-Hill, 2001.
  • Myss, Caroline M. Archetypes: Who Are You? Hay House, 2013.
  • Myss, Caroline M. Archetype Cards: an 80-Card Deck with Instruction Booklet. Hay House, 2003.
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The Lover
Brand Archetype

is one of the 12 main brand archetypes

I will discuss all 12 in depth in the coming weeks. I want to provide some information on what businesses might best be suited for each archetype and what types of clients are attracted to working with each particular brand archetype. I’ll also provide some examples of visual branding and design resources + ideas for each brand archetype.

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