Brand Archetypes: The Lover (what else matters?)


Passion and purpose

Light your way,

Devotion shines in

Every word you say



Honest art

And deep expression set your work apart.

Sharing heart-felt truths

With loving intent

A bright soul



Introducing the Lover Archetype

If we don’t know each other, hi, I’m Jen Kem. I’m the CEO of the Master Brand Institute where we guide entrepreneurs on the path to uncovering their unique message with such clarity, they can turn any conversation into a sales conversation.

And today, we’re talking about the Brand Archetype called the Lover. In this video, I want to give you an in-depth understanding of what it means to embody the Lover Brand Archetype. We’re going to cover strengths, weaknesses, business themes and integrating this information into your business

If the Lover had a power statement it’s:

I am The Lover.

I believe the whole point of life is to love and be loved. 

When you truly love someone or something, this makes life worth living.

I create a life of pleasure, intimacy, and romance – and I inspire my audience to do the same.

I invite people to snuggle up, kiss, hold one another, inhale a delicious fragrance, wear the softest fabrics, savor a dinner party with friends, and enjoy all the sensory pleasures of life.

If you ask me, what else matters besides love?

Now, when we talk about Brand Archetypes, each one has a set of Power Words that best represent them. I think it’s important to point out that the words themselves don’t need to be used in every piece of your message.

It’s more accurate to say when your audience reads your message they need to feel these Power Words.

Lover power words include:

Love, Beauty, Intimacy, Pleasure, Romance, Devotion, Delicious, Radiance, Aesthetics, Faithfulness, Passionate, Sensuality, Spirituality, Expansiveness, Vitality and Appreciation

A great question to ask yourself is, does my current message make ME feel these words?

Moving on – one of the most important things I recommend when it comes to fully embodying your Brand Archetype is looking at brands who model your archetype well.

I call them Master Brand Models because that’s what they are – models of brands that masterfully embrace their Archetype. When we look at these conceptual models, what you’re really looking trying to understand is the vibe or energy they give off – not the literal look or words though they might be useful
Master Brand that I believe model the Lover Archetype excellently include:

Haagan Daz, Victoria’s Secret, Godiva Chocolate, Zola, Bouqs Flower Delivery,, Chanel, Hallmark, Mama Gena and Tonya Leigh 
At its essence, the Lover is intensively creative, passionate and compelled to communicate their vision of the world through beauty, inspiration and/or performance. They are generally comfortable being in a crowd and can handle a lot of attention if they are in their “passion zone,”
Lovers tend to be stimulated by texture, color, artistry and dramatic feelings. Their world view is beyond reason and intellect not say they’re not reasonable or intelligent. They relate to life by deeply feeling it.
People experience them as either light and fun or consistently exuberant. People want to know what they’ve gotten into that makes them so happy and/or intense. They are infectious in inspiring others to see things their way, and can help people get unstuck simply by being who they are as a Lover.
Moving into Strategic Positioning, the Lover gives off a vibe that says, “Being in relationship with people, work and surroundings you love makes the entire world more attractive.”
Strengths of this Archetype focus on helping others to become as strong, competent, and powerful as they’re capable of being.
Recurring themes and pillars of this brand include:

“You’re the only one”

“Let’s solve this together”

“We’ve no time for superficial relationships”

“I already love you, your product, your idea. Let me help you get deeply engaged in the fullness of real life.”

See, the Lover Archetype is one that represents an affection for all things beautiful, collaborative and included. Authentic passion and devotion are hallmarks of this archetype, and it’s through genuine interest that transformation occurs.

This archetype is one that can be heavily relied upon, creating order and a sense of belonging through loving inclusion. This is a highly-trusted archetype as they hold a deep respect for each person’s value and worth.

They love the good things in life, and celebrate by living in the moment. A natural matchmaker, they have the ability to see patterns and create connections between people with ease.

Of course, all Archetypes have a dark side as well. In Archetypal Psychology, the dark side isn’t a bad thing. Simply put, these are things that when done make it harder than necessary to get what you want.
So, Lovers get slowed down when they aren’t having fun, when they’re shackled to doing chores in a particular way, or when they have to get into details that weren’t part of the original scope. 
They may find themselves feeling scattered or ungrounded from time to time, they often make decisions impulsively, and have a flair for the dramatic.
The feelings you may experience that begin these dark side actions are:

Obsessiveness, promiscuity, jealousy, game playing, manipulation and the fear of not being enough, being alone or disconnected
Other feelings or instances that lead to dark side behavior are: denial, egocentricity, and false sense of reality
Again, there’s nothing wrong with these things so don’t feel shame if you experience them. It’s more important to understand that these can make you start doing things that don’t support what you want. When they come up, identify them and pivot into what you should be doing.
So, what makes the Lover unique in your industry?

The Lover possesses an unbridled appreciation and affection for beauty, closeness and collaboration. Their beliefs tend to be based on emotions that transcend time and live through the senses, manifesting in an uncanny knowing that love is the highest experience the earth has to offer.

This brand archetype is motivated to attract, give, receive and nurture life-affirming, intimate love. Interactions are naturally deep but don’t be so deep that it comes off as abstract. Relate your big themes to their everyday experiences.

This archetype understands what intimacy can do for a client relationship. Highlighting quality, pleasure and intimacy as direct benefits to buying products and services is the key to fast growth.
Now, let’s integrate all this concept into your business in a meaningful way.
The customers of the Lover Archetype craves passionate honesty and connection. Share your thought process with them, as is relevant for your business, and let your vulnerability shine through.

Help your audience feel treasured and they’ll reward you with incredible loyalty but don’t make them codependent. No one wants to be smothered.

Exercise restraint in the beginning of the customer relationship. Invite curiosity and playfulness instead of pushing or pressuring them into a serious commitment. Let their desire and demand for your work exceed what you supply.

Your customer lifetime value tends to be much higher than other brand’s. You can keep a client happy for years while your competitors settle for lower prices and higher turnover from their audiences.
The emotional phrases you want to stir up in your audience include:

“You give me an intimate and deep experience when we connect and work together.” 

“You are deeply committed to a high impact, high quality experience for me.”

“You make me feel passionate about the world around me.”

“You show me that you’re truly committed to my success.”

“You remind me that I want to feel connection.”
Here are some key things that are NOT the Lover’s jam.

Do not put yourself in high-conflict environments or situations, or offer services that involve overcoming drama-filled “breakthrough” or “survival” challenges.

Don’t compromise your values in a brand conversation. There’s no need to beg or give anything away to be highly profitable. Your true target market won’t want the “costume” version of you, they much prefer depth and commitment to their own results, as experienced through your brand.
Some important things to remember as an Lover is your audience is attracted to passion, appreciation and a sense of uniqueness.
Your customers often create relationships with the products and services you offer, so make sure to highlight that.
Know your client’s names, remember important dates, ask them about their family – anything that will help them feel special, cared for and appreciated.
One-of-a-kind, custom, personalized items are a hallmark of this archetype. High quality products, memorable experiences and intimacy are keys to keeping loyal, long-term clients.
Finally, some feature and positioning angles to draw more attention to your offer:

  • Create a product that helps people belong, find friends or partners
  • Make sure it has a core function to help people have a good time
  • Demonstrate people able to create transformation while still being freewheeling, and fun-loving
  • Be sure to differentiate it from self-important, overconfident brands

And a final word for the Lover. Love by itself is not an experience differentiator. It has to be a thrilling, pleasurable, joyful, intimate, high-touch experience to turn an onlooker into a highly devoted client.

Now the question is, what do you do with this information? Well, there are two options.

First, if you’re sitting here, wondering to yourself, “am I a Lover?!” then you’re going to want to take my Brand Archetype Assessment. This in-depth psychological assessment is the ONLY Archetype test on the internet that’s been recognized by a top collegiate school of psychology. Basically, this is not some buzzfeed quiz you take for funsies. This is a deep dive into the psychology that makes your brand unique in the marketplace.

Second, if you already know your Brand Archetype Mix, then you want to check out my Archetypal Storytelling Workshop. With over 6-hours of content, this in-depth program will give you both a conceptual and practical understanding of using your Brand Archetype Mix in your business. By the end of it you’ll have identified several stories from your life that can be shared to attract more high-quality, paying clients.

You can find more information down below!

And that’s it!

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I’m Jen Kem, here to help you elevate how the world sees, hears and pays you.

Until next time.



I’ve created a psychological assessment to determine your brand archetype. And before you ask, no, this isn’t some Buzzfeed, “which Disney princess are you?” quiz.

This is a psychological assessment that’s been reviewed, vetted and approved by one of the top collegiate schools of psychology in the United States. With this information, you’ll be able to refine your marketing message to turn complete strangers into raving clients.

Check it out:



Knowing your archetype is one thing. Knowing how to use it as a compass to tell persuasive, action-provoking stories is something completely different.

Which is why I created the Archetypal Storytelling Workshop. An in-depth, 6-hour training, this workshop will equip you with a crystal clear understanding of how to practically integrate your archetype into your message.

Check it out:


#ValuesDriven #MasterBrand #Femmefluence #JenKem 

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