THE LOVER
I only have eyes for you
For the Lover, the relationship is at the heart of meaning. They desire special closeness, attraction, pleasure, beauty and intimacy. These motivations are not limited to the ecstasy of romance and friendship, but extend to enhanced pleasure in their surroundings and possessions.
This archetype is also called the Beauty, Companion, Connector, Connoisseur, Enthusiast, Friend, Harmonizer, Hedonist, Intimate, Matchmaker, Partner, Romantic, Seducer, Sensualist, Spouse, and Team-Builder.
LOVER BRANDS
The Lover is a good identity for brands:
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Whose use helps people find love or friendship
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Whose function fosters beauty, communication, or closeness between people or is associated with sexuality or romance
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If it is produced or sold by a company with an intimate, elegant organizational culture, as opposed to a massive Ruler hierarchy
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That needs to differentiate itself in a positive way from lower priced brands
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Creates something special, bespoke, or one of a kind
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If your product is created for pure pleasure
Lover Mindset
DESIRE: To attain intimacy; to be desired or seen as attractive; to experience sensual pleasure, true love, special closeness, the knowing of secrets, vulnerability, camaraderie, and beauty
GOAL: To be in a relationship they love, to become more attractive in every way
GIFT: Passion, gratitude, appreciation, commitment
CALL: Infatuation, seduction, falling in love (with a person, idea, a cause, work, a product)
FEAR: Being alone or a wallflower, Being unwanted and unloved
SHADOW: Losing identity to please others, promiscuity, obsession, jealously, puritanism
Levels of the Lover
Level 1: Seeking great romance or sex
Level 2: Following your bliss, committing to who or what you love
Level 3: Spiritual love, self acceptance, and the experience of ecstasy
SIMILAR ARCHETYPES
Motto: If it can imagined, it can be created
Core Motivating Desire: To give form to vision.
THE 12 BRAND ARCHETYPES
The 12 Brand Archetypes were developed by Carol Pearson and Margaret Mark as a system for consistently creating stronger and more meaningful brands. The content on this site has been paraphrased where possible, and cited directly where needed to maintain accuracy.
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