The Lover


“Can we always be this close forever and ever?”

Hi there! I’m Lover. Whenever someone asks me “What is the only thing that matters in this world?”, my answer is and always will be love. I sometimes wonder why people don’t consider love is a global language as we don’t have to have the same nationality or religion to express love. And because of that, I use my power to connect them all.

Oh and don’t let my name fool you, dear. I’m not simply about romance. I encompass all forms of love, including parental, familial, friendship, spiritual, and surely, romantic love. I desire close relationships, intimacy, and to feel special while making others feel special as well. I’m zealous and unafraid to nurture relationships and express gratitude.

The Lover

The “zodiac” sign to recognize me:

  • Promise: Love makes the world go ’round
  • Goal: Being in relationship with things they love
  • Fear: Being alone or unwanted
  • Strategy: Become attractive to others
  • Gift: Appreciation and passion
  • Motivation: Belonging and connection
  • Categories that tend to have the Lover at the foundation: beauty, jewelry, fashion, etc.
  • Example brands have “the Lover archetype”: Victoria’s Secret, Chanel, eHarmony, etc.

How to bring me to life

I’m all about forming bonds and eliciting feelings, which makes brands are constantly on the lookout for new and innovative ways to make others feel special and to meet their demands. The physical pleasures of being human are celebrated by brands that identify with my archetype, creating intimacy and delight in their customers. Brands aspire to attain intimacy through personal relationships and to instill a special emotion in others beyond everything else.

In all of the cases, branding strategy is to center on my The One – the customer, making them feel unique and having a strong emotional appeal. Customer appreciation is a way of life for brands having me, and it’s probably a key component of their business model. Maintaining positive relationships with those they serve and giving excellent customer service keeps customers enamored with them.

Which kinds of consumers match with me?

As my name, you may know that I’m good at spending love, especially for who are compelled to connect with others. We live in a society that is becoming increasingly more and more individualistic. As a result, the void for genuine, meaningful relationships continues to grow. My The One will seek to fill this hole in a variety of ways, from bonding with like-minded people to being the best version of themselves in order to draw others to them. Consumers who are in love want to feel unique. They want brands that care about them and that they can care about in return. Brands risk losing customers to a competitor who can make them feel unique again if their needs aren’t addressed.

What is a Brand archetype?

Brand personality or a set of human characteristics is a part of brand equity, go along with brand image, consistently appear on brand’s communication and advertising activities. As such, a brand personality is something to which the consumer can relate. And building a strong brand archetype has a pivotal role in imprinting brand image in the consumer’s mind.

Why brand should own an archetype

In fact, most famous brands we know in the world like Nike, Starbuck, Volvo, Apple have developed and owned for themselves at least one archetype since brands were borned.

But owning an archetype is usually seen as a superfluous activity and underestimated by many SMEs business owners who take their first steps on the brand building process. No one tells them the true potential of embracing an archetype in terms of competitive advantage and attracting the right customers.

Archetype helps brands stand out

Do you want to know how to stand out in a crowded market? A powerful archetype might be the solution. Archetypes motivate you to go deep into your brand’s history and discover the why behind all you do. The people, locations, and ideas that influenced the beginnings of your company are absolutely unique to your brand. This is especially crucial to remember if your business and another company in your sector have the same archetype.

Archetype makes up the color of brand experience

Archetypes set the tone for consumer interactions and relationships. A brand with a caretaker archetype, for example, will radiate a helpful, pleasant, and supporting demeanor. After establishing these traits, a consumer will build expectations for the next brand experience. Hopefully, the brand lives up to the hype. When this occurs, a consumer comes to trust you and your products. A loyal client base is built on repeated, consistent encounters.

Archetype helps to attract right customer

The value of archetypes lies in their ability to be individually adapted to the requirements and desires of your audience. In other words, archetypes are used by businesses to create a link between a customer’s demand and your offering. This enables people to realize how your product may help you achieve your personal objectives, in a deeper way, more authentic interactions with customers.

Obtaining an archetype with a clear set of characteristics, tone of voice, the way brands appear on each media platform will help the brand stand out in the crowd where everyone is trying to walk in the fog without any self-brand understanding.

SOURCE: Explore – Brand archetypes: The Lover


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