Chalk Talk

Brand Archetypes: The Lover

Cue Cheap Trick singing “I want you to want me, I need you to need me, I’d love you to love me…”

Indeed. A clear case of the Lover, desiring to be desired. As an archetype, the Lover is motivated to become more physically and emotionally appealing in order to increase their ability to attract others.

But unlike other facets of the Lover archetype family (Companion, Matchmaker, Hedonist and Romantic), the Lover considers connecting with himself or herself as valuable and joyful as connecting with someone else.

Everything is about achieving and connecting with the experience of love.

The Lover brand is much the same. It helps create and celebrate intimate moments. It inspires love, passion and connection. And it does this most effectively by using sensual imagery, language and tone.

For example…

Chanel as the Lover.

Chanel is spot on as the Lover archetype. Beginning with their mission statement, “To be the ultimate house of luxury, defining style and creating desire, now and forever,” Chanel is all about deep connection, attachment and intimacy through their brand.


Haagen-Dazs as the Lover.

The Haagen–Dazs tagline is “Made like no other” and is another Lover archetype. By only using the finest ingredients and processes to present the very best ice cream, this Lover is doing everything it can to be attractive, and when it’s shared with another, becomes the way intimate, passionate, joyful connections are created.

Keep reading about the archetypal family members of the Lover: Companion, Matchmaker, Hedonist and Romantic.


By looking at the specific differences and nuances in archetype groups that seem close in nature, you’re able to really drill down and discover the bone-deep truth of your brand. AND how to use that knowledge to develop crystal-clear messaging.

👉 Dive into archetypes and how to use them to empower your brand.

Ready to explore your brand archetypes and understand how to use them to build your business?

Red Chalk would love to chat! Schedule a consultation and let’s put the power of brand archetypes to work creating a desirable brand.

If you want to explore the world of archetypes and how they are used in brand management, we highly recommend the book Archetypes in Branding: A Toolkit for Creatives and Strategists, written by Margaret Hartwell and Joshua C. Chen.

Red Chalk Studios has been helping clients understand, develop and grow their brands for more than 20 years. Interested in building a strong and successful brand? Let’s talk!

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