Personal Brand Archetypes

Brand archetype

The Lover

Sensuous and emotive, Lover has a passionate and intimate personality. Lover archetypes position themselves as luxurious and glamorous and are driven by an appreciation for beauty.

  • Passionate
  • Committed
  • Romantic
  • Affectionate
  • Indulgent
Promise
To make you feel special & connected
Goal
to empower intimacy
Strategy
to become as attractive as possible
Weakness
Lover's reputation can falter if the design is subpar, and the brand can lose focus if too many products are introduced. So invest in your branding and design and simplify your product offerings.

How the Lover sounds

Tone of voice is the most immediately useful part of an archetype, because you apply it every time you write anything at all. For the Lover, the register to aim for is:

  • intimate
  • spiritual
  • doting
  • collaborative
  • passionate
  • descriptive
  • indulgent

Write a post, then read it back against that list. If it does not sound like those words it will not sound like you either — and that gap is exactly the friction that makes publishing feel like work.

What the Lover fears

Every archetype is defined as much by what it avoids as by what it wants. These are the things this one instinctively moves away from:

  • Rejection
  • Isolation
  • Loneliness
  • Unloved
  • Invisible

The blind spot: Lover's reputation can falter if the design is subpar, and the brand can lose focus if too many products are introduced. So invest in your branding and design and simplify your product offerings. Naming it is what stops it running the show — an archetype used well leans on its strengths and plans around this one.

Colour direction

The Lover palette leans towards passionate and deep reds, bright pinks, and purples.

#B3C072
#D8D4C3
#D8D4C3
#AA3563
#6F1541
#2C2948

Type direction

Typefaces for the Lover should feel soft, feminine, and cursive.

The Lover characters you already know

Recognisable examples of the pattern, described rather than pictured — these are other people's characters.

Anna from Frozen

Belle from Beauty & The Beast

Baby from Dirty Dancing

Jamal from Slumdog Millionaire

Is the Lover actually you?

Reading an archetype and recognising yourself in it are different things. The test scores you against all twelve and shows you the whole spread, not just the winner.

Discover Your Archetype

The other eleven