Introducing The Caregiver Brand Archetype
How can we describe historical figures like Mother Teresa, Mr. Rogers and Florence Nightingale? What about nurses, babysitters, and veterinary doctors? We see them as nurturing, kind, selfless, and caregiving. These notable people reflects the Caregiver brand archetype, one of 12 brand archetypes that we will discuss.
| Core Desire | To protect people from harm |
|---|---|
| Talent | Compassion, generosity |
| Motivation | Stability, security |
| Fear | Ingratitude, selfishness |
| Weakness | Over-martyrdom of self |
The Caregiver brand archetype wants to take care of the people around it. It lives to serve others and makes it a mission to nurture, heal and provide. This archetype is often associated with maternal or paternal instinct in order to protect children to the point of self-sacrifice, though it can be seen in any sort of kindness and care.
However, this archetype can also be seen in friendly and helpful customer service, warm healthcare, and thoughtful hotel or restaurant service. For as long as the brand’s goal is to serve and care, the Caregiver brand archetype would be manifested.
Of course, we can assume many baby products are Caregiver brand archetypes, so are health and even education brands. Skin care brands such as Nivea is an example of a Caregiver. They aspire to make products that protect customers from sunburn, dark skin tones, blemishes etc.
Another example is media mogul and philanthropist Oprah Winfrey. Oprah, as a brand, embodies the Caregiver brand archetype through her many charity works and consistently inspiring her audiences with success stories, self-improvement and self-confidence, and instilling nurturing values to her viewers. It is also interesting to note that the Oprah brand’s sub-archetype is the Magician, as she often surprises her audience with giveaways and gifts.
Insurance companies such as Takaful and Prudential also reflects the Caregiver brand archetype when they work to protect customers from harm and often advertise their brand as an umbrella to which customers and their families can take shelter.
How to know if you are a Caregiver brand?
Caregiver brands promise protection, and they often appeal to gentler emotions instead of aggressive, over-the-top marketing. They value families, but they can also centre around an issue, like poverty or peace. They serve to ensure that you and the people you love is protected, secured and nurtured. You are a Caregiver brand if you have these qualities.
To know more about the Caregiver brand archetype, read The CEO’s Strategy Playbook: The Brand Building Playbook for Business Leaders. Download it free for a limited time and get your own do-it-yourself brand strategy worksheet!
