The Caregiver Archetype

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By Jan Gevers

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‍Brand archetypes humanize your brand by giving it a well-defined multidimensional personality your audience can relate to. They distinguish you from the competition and speak in a clear voice that cuts through the clutter.

Not sure yet which archetype corresponds to your brand?

We are a safe haven in a frantic world

The Caregiver brands promise safety.

Essence: Safety. Selflessness. Warmth.

  • Does your brand present an image of being friendly, supportive and generous?

  • Does your brand serve to protect your customers?

  • Does your brand place a lot of value on helping others?

  • Does your brand strive to make the world a better place or assist people in taking care of others?

If you have responded yes to many of the questions above, your brand may be best represented by the Caregiver archetype.

Purpose: To serve and take care of others, to protect people from harm.

Alter egos: The nurturer - the parent - the angel - the friend - the sidekick - the good samaritan - the guardian - the healer

Personality traits: Supportive - compassionate - nurturing - altruistic - empathetic - generous - kind - never harmful - humble - caring - warm - reassuring - thoughtful - considerate - protective - homey

Caregiver brand example

Volvo is a clear example of the Caregiver archetype

The good‍

Caregiver brands love to look after people, offering them protection, safety and support. They're compassionate, reliable and generous and they expect very little in return. The Caregiver is dedicated to the welfare and comfort of others and they empathize with those who are in need or distress. The Caregiver is humble and doesn't like to show off.

‍The bad

Caregiver brands appear selfless as they're always trying to do things for others. Their weakness is that they find it hard to say no. Their insatiable need to fix everyone’s problems and keep everyone happy could work to their own detriment. Caregiver brands dislike selfishness and ingratitude but their greatest fear is that their products or services are perceived to be harmful or dishonest. Another downside is that they may come across as manipulative.

‍The believers

It is often a tough balancing act for Caregiver customers to take care of others, for instance ageing parents or other dependents or even the world at large, and also take care of themselves. The Caregiver customer likes to be recognized for their efforts as they may feel unappreciated. Caregiver brands can resonate with their audience by addressing their struggles and offering support. To this end, it's important that the brand demonstrates their worth with actions rather than words. 

‍The brands

The Caregiver is the archetypal brand that helps you help others, that supports families or is associated with nurturing. Obvious examples are charities or non-profits and also typically brands that belong to the public sector, like health care and education. Less obvious brands with this archetype may be automobile brands that focus on safety or brands that specialize in maintenance, cleaning, gardening or general upkeep as they also display nurturing qualities.

The Caregiver brand steers away from aggressive advertising. Instead, they appeal to their target audience with emotionally driven ads and displays of safety and security, sentimentality and happy memories. The brands are often pictured with soothing elements like food, pets, family and the comforts of home.

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