Psychology-Driven Brand Design. Creating and Refining Remarkable Brand Identities.

Interview with a Lover Brand: McAllister Writing & Editing

Brand archetypes are the secret sauce to creating stronger brands, and are an essential tool for any marketing toolbox! To learn more, read the introduction here.

Now that we have explored each of the 12 brand archetypes, let’s take a look at some businesses for real-life examples. Today we will feature the Lover.

The Lover archetype wants to have close relationships, achieve intimacy, and make others feel special. Customer appreciation is a way of life for Lover brands. Fostering strong relationships with those they serve and providing excellent service is likely a big part of their business plan.


Jamie McAllister, owner of McAllister Writing & Editing, shows how the Lover archetype encapsulates so much more than just romantic love. Jamie is a professional writer who emphasizes the personal touch in her work, and enjoys bringing out the joy her clients feel for what they do. She works one-on-one with them and does thorough research to ensure her clients’ messages shine through in their informational and marketing content. Here Jamie talks about her business, the passion that drives Lover archetypes, and how she uses that knowledge to serve her clients.

Tell us about your company. What do you do and how do you do it?

McAllister Writing & Editing provides professional writing, content marketing, and consulting services for a range of clients — from agencies to corporations to nonprofits. I create compelling content to tell unique brand stories and drive customer engagement. I also have regular bylines in several magazines.

You identify primarily as being a Lover. What does the Lover brand archetype mean to you?

To be honest, I was very surprised when I received my quiz results and saw I had been labeled as a Lover. Based on all of the writing and researching I do for my work, I thought for sure I would be a Sage. How could I be a Lover?

As I read over the description of the Lover, though, it made sense. First and foremost, I have a deep-seated love for what I do. I have been writing since I was a child. Writing is what I do, but it is also who I am. I wake up every day eager to get to work because I find such joy in my business.

Then I thought about what it is I am really doing when I am writing. In order to write about someone or something, I have to have an in-depth knowledge of that person or that topic. When I interview someone for an article or write about a health-related topic for a publication, I dive deep into what I am writing about. I am creating an experience for the reader, and that means evoking all of the senses. I have to burrow into the readers’ minds to think about what they would want from the piece and how I can meet their needs.

When I do content marketing consulting, I have to immerse myself in every detail of my clients’ businesses. I don’t believe in the superficial approach, and when it comes to creating content, details matter.

What specific marketing practices do you currently do that exemplify your archetype? What opportunities do you see in your business to further enhance your brand personality?

I am a die-hard networker. When I first started my business two years ago, I read all the advice books and blogs about how I should make lists and cold call people. That approach didn’t ring true with me, and now that I have a better grasp of my brand archetype and why I think and feel the way I do, that makes sense. Of course I wouldn’t enjoy calling folks up out of the blue and interrupting them. I am all about forging deep connections and creating relationships with others.

Taking this quiz was a real eye-opener for me. I has recognized the Lover tendencies in myself, but I didn’t know what to do with them. Now that I understand what drives me personally, I have a better handle on how I can present myself and my business to the world.

Do you find you attract customers or clients who are Lovers? If not, can you identify the archetype you see most prevalent in your customers/clients?

I work with a lot of business owners, and they are pursuing their passions, just as I am, so I would say they are Lovers. However, when I look over my client list, I also see Magicians, Explorers, Caregivers, and Heroes.

What advice do you have for others who are Lovers when it comes to branding, marketing, or business in general?

Follow your heart. If something doesn’t sit right with you, don’t do it just because everyone else is doing it. Life is short, and we should all be spending our time on what matters most to us. Lovers thrive on authenticity and genuine human connections, and that is our strength. When we talk to others about ourselves or our businesses, our passion and dedication shine through and draw people to us. Don’t sacrifice that for the marketing or sales tactic flavor of the day. Stick with what you believe in and just keep doing your best. Success will follow.

What is your secondary brand archetype and how do you see that expressed in your business?

My secondary brand archetype is the Creator, and that is expressed in my business every single day. I create unique written content for my clients, which is an extremely creative endeavor. I am also always looking for new ways to approach my business and my life.


Thanks, Jamie, for sharing!

Want to find out which archetype defines your brand? Take the brand archetype quiz to find out your results, and then check out an overview of the 12 brand archetypes to learn more.

Picture of Nyla Smith

Nyla Smith

Nyla is a Graphic Designer, Web Designer, Front-End Web Developer and Consultant with over 15 years of experience. She is the owner of n-Vision Designs, LLC in Hampton Roads, Virginia, which exists to provide marketing support and brand consulting to small- and medium-sized businesses needing creative solutions. Contact Nyla if you'd like to discuss your next creative project. She can usually be bribed to a meeting with a cup of green tea and an oatmeal cookie.

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