The Romantic Archetype

“I only have eyes for you”

Also called: Lover, partner, friend, intimates, matchmakers, connoisseurs, sensualists, harmonisers

Core desire: Intimacy and sensual pleasure

Goal: Being in a relationship with people, work, experiences and surroundings they love. Create tactile experiences.

Fears: Being along, unwanted, unloved

Strategy: Becoming more and more attractive both physically and emotionally, and in every other way. Build an experience that appeals to all the senses.

Gift: Passion, gratitude, appreciation, commitment, intimacy

Marketing niche: Help people feel appreciated, belong, connect, enjoy intimacy, build relationships.

Share your story: Profess your love, share your passions. Embrace your natural sexuality and beauty.

Example: Victoria’s Secret

Your customers feel: Turned-on, excited, affection, spellbound, envy.

Your customers most fear: Exile, orphaning, abandonment, engulfment.

The Romantic is a good identity for brands if

  • you help people find love or friendship, and fosters beauty, communication and closeness with sexuality and romance
  • pricing that is moderate or high
  • you have intimate and elegant organisational structure rather than a massive ruler.

Are you the Romantic brand? How can you apply this character to your buildings, grounds and interiors? Take our quiz to find out!

Learn more about brand archetypes: 


For most tourism businesses, working on your buildings and grounds is a big deal. There is a lot of money and time at stake and can be difficult to know where to start. So let’s just start with a coffee.