Also called The Beauty, The Seducer

You are all about emotional connection.  You are committed & compassionate. 

The  Lover inspires love of all kinds, lives in bliss, and loves beautiful things.

real estate branding logo design lover archetype

Beauty begins the moment you decide to be yourself.


about the lover

The Lover is that person that is always trying to make people feel special.  You want a warm emotional tug.  The lover isn’t just romantic love.  It’s love of all kinds.  The love of a parent, a pet, a place, and yes, romantic love.   

You’re the brand that appeals to the senses and emotions.  You instill feelings of warmth, bliss, and deep connection. 

The Lover shows genuine appreciation and builds close relationships.

You are affectionate and want to give people joy.  People are drawn to your beautiful aesthetics and are often those seeking a deeper level of fulfillment.   

Well Known

Brands like Chanel, Nars, Hallmark, and Haagen Dazs fit the Lover Brand Archetype.

real estate brand archetype lover marketing coach
real estate brand archetype lover marketing coach
real estate brand archetype lover marketing coach
real estate brand archetype lover marketing coach

brand colors

Lover brand colors aren’t specific to the color itself, but in how they are used.  Your colors can be very soft and feminine, muted grey or beige, or intense reds.  The most important aspect is that they instill a sense of warmth.  For example, a soft blue with beige and white would work beautifully while an intense bright blue would not.  Think about colors you might find in an old photo or a bouquet of flowers.

Because of the intimate nature of the Lover, you can play with intense shades of some colors like deep reds or pinks provided that they’re well balanced with your other color choices.  Steer clear of high contrast colors.  

core values

Every brand’s values are unique, but there are commonalities within each archetype. 

The Lover brand values embody a sense of connection, appreciation, and indulgence.

brand voice

The Voice: Your brand voice is warm and descriptive.  You use adjectives to bring people closer and to entice.

You’re indulgent, expressive, and magnetic.

celebrity Lovers

If you’re struggling to find the right voice for your content or marketing, use brands like Haagen-Dazs, Hallmark, Chanel, or Nars for inspiration.   For more personal inspiration, use a voice that’s along the lines of people like Marilyn Monroe or Sofia Vergara.

real estate brand archetype lover feminine luxury marketing

Marilyn Monroe

real estate brand archetype lover feminine luxury marketing

sofia vergara

your brand image style

A Lover brand uses images that evoke emotion.  Your prime focus is on beauty and aesthetics, so choose your images thoughtfully.

Be wary of that “stock photo” feel.   Aim for images that feel soft and make sure that they are cohesive with your color scheme.  

real estate marketing branding consultant strategy archetype

the lover


The lover shares a quadrant with The Girl or Guy Nextdoor and the Jester.  All three attract people who have needs related to relationships and belonging.  The Girl or Guy Nextdoor leans into casual & community while the Joker is all about fun. 

the lover in real estate

The Lover in Real Estate may be in a luxury market segment, one who sells in unique neighborhoods, or who connects closely with a demographic niche.   In high end you are closer to a brand like Chanel or when you’re selling in a demographic niche, you’re probably more like Hallmark.

You take a top level of care with your social media and website content and messaging to ensure that it is always on point with your brand style and brand voice.

Be careful with your call-to-action messaging to ensure that it fits with who you are.   

find your 


which archetype is your brand?

Still with me?
How can I help?


Copyright Stacy Stateham © 2020