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— The —

Caregiver

Brand
Archetypes
Do nice things for others!
Message >
Big Idea >
SWOT Analyses >
Levels >
Brands >
Does it apply? >
Introduction
IMAGE
Carl Jung
Every day, we get bombarded with ads or brand messages vying to capture our attention. Most of them get deflected by our unconscious minds and hold little relevance or appeal to our daily lives. But at the same time, a select few of these messages get through to us, and we may even feel a sense of personal identity with them.

The way your brand communicates is critical. In the search to communicate better, every brand discovers a need for a personality and a voice.

One interesting way to view it is through the lens of archetypes. Brands can anchor their communications to enduring personas or profiles that feed into the human experience allowing consumers to identify narratives and symbolism quickly and effectively.

Brand Archetypes Brand Archetypes were a concept introduced by Carl Jung, who believed that they were models of people, behaviours, or personalities. Archetypes, he suggested, were inborn tendencies that play a role in influencing human behaviour.
Table of
Content
social
Social
Everyman
Jester
Lover
ego
Ego
Magician
Hero
Outlaw
freedom
Freedom
Innocent
Sage
Explorer
order
Order
Caregiver
Ruler
Creator
Caregiver
Do nice things for others!
The Caregiver is a selfless personality who is driven by the desire to protect and care for others, especially those in need. They are often maternity figures and take those who are in need of care, under their wing until they are stronger to take care of themselves. This personality is personified perfectly by the nursing profession and though they like their effort to be recognized don’t like being patronized. Caregivers are not just reactive, they are also preventative and tend to be in and around an event of harm, before or after.
Also know as
Mother, Doctor, Samaritan, Guardian, Healer, Matron, Grandmother, Mom, Parent, and Nanny.
BIG IDEA

Do nice things for others! Be caring.

Core Desire

To protect people from harm

Strategy

Others before self. The greater good is worth the sacrifice.

Promise

Treat your neighbor as yourself

Goal

To help others

Gift

Compassion and generosity

Motivation

Stability and control

The MESSAGE
Everyone deserves care
EXECUTION

We must all strive to bestow service upon one another. The Caregiver archetype is a perfect fit for brands that help those in need. The people such brands help are often vulnerable and sensitive and require a soft touch. Warm, thoughtful, generous and motherly approach offers a feeling of safety that will appeal to their needs. A Caregiver brands aim is to make their customers feel secure, protected and cared for. Caregiver brands may need to appeal to wider audiences as they often require external input in order to provide care for those in need. In such a case, educational and conscience evoking messages may be the key.

VOICE

Caring
Warm
Reassuring

SWOT Analyses
Strength
We're Here For You

Compassion, sympathy and trustworthiness. You can always count on a Mother brand to be there for you, care for you, and believe in you. Customer service is #1

Support
Help
Service
Recognition
Gratitude

S
Strength >
click to reveal
weakness
I'm SO Busy!

Caring for others at the detriment of yourself. Stretching yourself too thin. Being exploited or positioning yourself as a martyr.

Anguish
Helplessness
Ingratitude
Neglect
Blame

W
Weakness >
click to reveal
opportunities
We'll Take Care of That

If your competition is weak on customer service and loyalty, you can step in and give people a sense of security. Your clients and customers will feel appreciated and supported.

O
Opportunity >
click to reveal
threats
Whatever!

Selfishness, uncaring, and ingratitude are poison to the Mother Archetype — just like they would be to your own mother. A Mother must ALWAYS be in touch with how their customers feel.

threat >
T
click to reveal
Many levels
Each archetype can be experienced or expressed at different levels. The lower levels are less mature while higher levels are more developed.

Level 1:

The Caregiver brand archetype includes caring for one’s dependents.

Level 2:

Involves finding a balance between caring for oneself along with caring for others.

Level 3:

Speaks to an altruistic concern for the world at large.

Brand Example
For Every Child.
Does it apply to
your brand?
There are twelve brand archetypes in total. Does this one work for your brand?

Ask yourself these simple questions. If the answer is yes to most of them, Its most likely your best bet.

Q1

Do your customers feel supported and care for?

Q2

Is customer service a high priority?

Q3

Do your customers value security and loyalty?

Q4

Are your products and services supportive, healthy or service oriented?

Q5

Do people buy your products and service because they are “part of the family?”

Social

Freedom

Order

Ego

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