Human Driver: Belonging & Intimacy


LOVER brands are often about developing closeness between people.  This may be in the obvious sexual or romantic sense, or it could be in the way customers are nurtured.

Famous LOVER characters include Romeo, Cassanova, Marilyn Monroe and Madonna.

If your brand offers any kind of concierge style service that dotes on your customers then the LOVER brand could be for you. Alternatively, if your brand sells anything sensual such as perfume or ice cream, then the LOVER archetype will be a great fit.

The LOVER archetype may be a good match if your business encourages people to find love or friendship or offers products to help people feel more attractive.

Brands who adopt the LOVER archetype may be focused on beauty and elegance and could use this archetype to differentiate themselves from lower priced brands in a positive way.

Typically, brands who embody the LOVER archetype are often moderately or high priced.

The Lover - Key Facts


I only have eyes for you

Also Known As

Companion, Hedonist, Matchmaker, Romantic, Seducer

Why People Love You

You remove their guilt about giving into temptation


Connecting with things, people, experiences they love

Human Desire

Intimacy or sensorial pleasure

Brand Values

Affection, Beauty, Desire, Closeness, Self Love

Brand Behaviours

Creates closeness

Brand Characteristics

Irresistible, Alluring, Passionate, Emotional, Committed, Devoted, Tempting, Attractive, Affectionate

Famous LOVER Brands

CHANEL: “To be the Ultimate House of Luxury, defining style and creating desire, now and forever.”

HAAGEN-DAZS: “Our founder, Reuben Mattus’ vision was to make the most extraordinary ice cream the world has ever tasted, a spoonful of luxury to escape the everyday..”

Related Archetypes

Archetypes which also have Independence as their human drivers – EXPLORER & INNOCENT.


Want to know more about the LOVER archetype?

Access everything you could possibly need to know about the LOVER, including swipeable ideas for your brand, with my LOVER Brand Mastery course – COMING SOON!

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