The Lover archetype saunters among the 12 brand personalities with a calculated casualness: act like no-one’s watching, whilst trying really hard to make them stare. Magnetic, tactile and sensual the Lover carries a magpie’s twinkling eye for all that’s glitter and gold. Fickle? Maybe. But a Lover follows by their namesake too; invested in connection, doting and making the consumer feel undeniably special.
Take Joanna Lumley, in her dulcet tones there’s no end to the hyperboles and embellishments used to describe even the most ordinary of encounters or objects. With a cashmere pashmina draped intentionally, casually across the lapels of a tailored jacket, she captures attention wholeheartedly. And although rather elite, her demeanour is so invested and unwavering that you’re convinced her narrative on ancient Japanese fishing techniques is being told almost entirely for your benefit alone. It’s knowledge you never knew you wanted so much – that is the magic of the Lover personality.
As a brand, the skill of convincing by captivating is certainly a handy trick to have in one’s arsenal. And for some, all the persuasion is done without extensive vocab: ‘It’s not just food – it’s M&S food’. Well no, actually it is just food; consumable perishable goods at an admittedly premium standard of produce, packaging and price point. But how could you resist falling, when the impossibly red, juicy strawberry meanders through the air, gently bouncing into the impossibly white crests of a fruit packed pavlova? Now compare that to Aldi’s price-match-on-bulk-buys-in-your-weekly-shop tactics, not quite the same effect – both foodies, two very different brand personalities.
Aesthetic is everything to brands who file themselves amongst the Lovers and so naturally, it’s here you’ll find the perfumes, or should we say, de parfum. These brands execute marketing campaigns so well, so illustriously, so ‘on brand’ that the entirely impractical and almost ludicrous art direction is completely overlooked. Jador Dior sees Charlize Theron clad in iridescent gold jewels, working her way up a piece of dangling gold fabric as a means of escape. Dolce and Gabanna’s Light Blue campaign sees a ridiculously good-looking pair aboard a small row boat in the middle of the Mediterranean, equipped with nothing but a sailors hat and white swimwear. And then you have Chanel’s Coco Mademoiselle, featuring Keira Knightly don in a leather all-in-one, racing her outfit-matching motorbike through the deserted streets of Paris, traversing pavements, steps and fountains at great speed – the only other traffic on the road are three identical men dressed completely the same who, in unison, give her the eye at the traffic lights. You see put like that, it’s all quite bizarre but so captivating is the content and so convincing, that the consumer doesn’t notice. These ads make you feel something, it’s not just about the product, it’s about appealing and marketing to the senses with indulgence, passion and pleasure.
All of this showmanship would be redundant without spectator, so the campaigns of Lover brands often crescendo into a tagline that initiates intimacy, a relationship between consumable and consumer. Take Calvin Klein, at last check the brand empire sold a whole lot more than underwear but from their advertising campaigns, you could easily be forgiven for thinking it was a one-stop-shop for endless white briefs.
When actually the garments themselves are really rather ordinary, they’ve made their brand personality rather extraordinary. And when the plethora of idols have finished their tensed, ‘I-woke-up-like-this’ posing, the synopsis is ‘I Speak My Truth #MyCalvins’. The brand promotes an elevated way of experiencing life, a moral tale told by your choice of pants. The shareable #MyCalvins becomes something easily emulated, just by owning a pair of undies; you’re in the club.
At Glorious Creative, we’ve helped a number of brands to bring lust, love and luxury to the surface of their offering. One client, an up-market furnishing business supplying bespoke ‘feature’ curtains to exclusive four and five star hotels all over the world, approached us with a brief for an e-commerce website. With domains like ‘curtainscurtainscurtains’, ‘curtains-2go’ and ‘247curtains’ it was obvious that the client’s drapes should be pitched at a cut above the rest. So we coined ‘Couture Living’ as a brand name and lead messaging of just three, neat words, ‘British Made, Handcrafted’. We created a web UI experience that virtualised an independent high-end curtain retailer, with all of the attentive support, advice and professional guidance to make the customer feel loved. With a refined and seasonal colour pallet, along with tailored iconography and photography that used art direction typical of a lustrous Lover brand, the result was seamless.
Roomzzz was another of our clients looking to connect with consumers and become desirable number one of the inner-city aparthotel market. Their brand campaigns needed a reboot in order to develop a more distinct and compelling visual identity that set them apart from the competition. Pinpointing opportunities of connection between our client and their guests was important, so we put emphasis on the home-away-from-home quality of the Roomzzz experience, as well as on trusted tour guides, from advice on culture hotspots to insider knowledge on places to eat and drink. A variety of playful messaging was created, aligned with emotive illustrations in collaboration with Katie Edwards, giving Roomzzz a special and recognisable personality, with the visual allure expected of a brand pitching to consumers with the magpie eye.
So – looks matter for the Lover brands and their audience. Where some might say vanity or even shallowness, there is purpose to the melodrama. It’s an effort towards evoking emotion whether that is desire, connection or ambition, the right customer will feel noticed and special, if even just for the flittering moment of the ad.
If we’ve got you feeling like you need to put some pizazz into your brand identity, then here’s our Lover brand personality starter pack:
How to brand a Lover:
• Visuals must have a strong aesthetic – if you’re looking for a backdrop think more Maldivian lagoon than Morecambe Bay.
• Initiate common ground to build connection, give the viewer a lens through which to see themselves living their best life. Lead with messaging of pronouns, ‘Mine, yours, ours’.
• Root your tone of voice in emotion, whether its superlatives or understated simple terms, ensure that you say it with feeling.
• Lover customers are looking for the best of the best yes – but they are easily convinced. Unlike the techy or the adventurous who probe for answers and reasons, Lover customers will let brands leads the way through their purchase journey, so long as they are coaxed with passion and made to feel wanted.
• Be exclusive but not out of reach, as a Lover brand some level of luxury is expected, but the appeal of their personality is they are attractive and likeable, it’s a club yes, but one where members can join freely.
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