The

Caregiver

ALSO KNOWN AS

Mother, Doctor, Samaritan, Gaurdian, Healer, Matron, Grandmother, Mom, Parent, and Nanny.

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.

STRATEGY

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

It's all about

Service

MESSAGE

Everyone deserves care and we must all strive to bestow service upon one another.

Main Characteristics

PROMISE:
Treat your neighbor as yourself

CORE DESIRE:
To protect people from harm

GOAL:
To help others

GIFT:
Compassion and generosity

MOTIVATION:
Stability and control

PERSONALITY

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

CHARACTER

Patch Adams

Robin Williams

Caregiver

STRENGTH / DRIVE

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

Opportunity

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.

WEAKNESS / FEAR

I'm SO Busy!

Caring for others at the detriment of yourself. Stretching yourself too thin. Being exploited or positioning yourself as a martyr. It would be a disaster if these time constraints resulted in your clients being harmed in any way.

Anguish
Helplessness
Ingratitude
Neglect
Blame

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.

DiffErent Levels

Each of the 12 archetypes exist in levels. The lower levels are less advanced while higher levels are more evolved.

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.

BIG IDEA

Do nice things for others! Be caring.

BRAND EXAMPLE

For Every Child

UNICEF

DOES IT APPLY TO YOUR BUSINESS?

Do your customers feel supported and care for?

Is customer service a high priority?

Do your customers value security and loyalty?

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

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

NEED HELP?

We have helped many brands get their brand strategy and personality right.

Let's work together to build a your brand.

CREDITS:
https://brandarchetypes.com
https://iconicfox.com.au/brand-archetypes