Caregiver Brand Archetype
The Caregiver brand archetype derives meaning and purpose from helping others.
Caregivers are empathetic and compassionate. They typically embody an altruistic nature and harness parental tendencies. You can probably think of someone that has strong caregiver traits. Maybe it's a nurse in your family or someone in childcare...this archetype has an innate desire to take care of people.
When you think of a caregiver, you think of a natural inclination to help and serve others. It is someone who is selfless and goes out of their way to better someone's life, situation, or society. The caregiver’s first instinct is, “How can I help?” Their motto, “love your neighbor as yourself.”
As we look across caregivers in business, they tend to be found in a nurturing career space; healthcare, teaching, non-profit organizations, and any business whose ultimate mission is to help others in a deeper capacity. The Caregiver always has the customer as the front of mind. Caregivers treat their employees very well; their actions root in compassion and that’s injected into all aspects of the business.
In terms of brand voice and visuals, Caregivers appeal to consumers’ tendencies toward sentimental feelings, devotion to family, and need for safety. A Caregiver brand showcases everyday life. Their marketing will typically feature images of families, communities, and people volunteering. This draws consumers in, feeling supported and empathetic, which translates into brand loyalty.
Because Caregivers are driven by love and compassion, their worst fears center around neglecting or disappointing loved ones and experiencing instability. A Caregiver never wants to feel that they have let someone down. Their actions aim to create better environments, leading to more stable communities. Due to their ever-giving nature, they are vulnerable to being entrapped by others’ needs. They are constantly giving to others, oftentimes at their own sacrifice. Don’t be a martyr!
Now we have a better understanding of the Caregiver, let’s dive into some popular Caregiver brands.
The first brand we are going to highlight is Procter & Gamble. P&G is the parent company of many brands we use every day. Their ultimate mission is to “use every opportunity - no matter how small - to set change in motion. To be a force for good and a force for growth.” P & G’s main focus is to make life easier for consumers. You can quickly see that when you visit their website or social media. Their commercials focus on depictions of everyday life and ways that their products improve consumers’ lives.
Another strong Caregiver brand is the Salvation Army. When most people think of the Salvation Army, they probably think of someone standing outside the grocery store during the holidays or a place to donate items they no longer want. But the Salvation Army is much more extensive than that! The Salvation Army has a commitment to serving others. At the Salvation Army, doing good isn’t enough. They strive to do “the most” good. The Salvation Army really focuses on helping and improving the quality of life for those in need. There are Salvation Army locations all across the United States, each one focusing on local uniquenesses; they assess the needs of the community and build out programs that solve those gaps, including short and long-term solutions. The Salvation Army also invests in communities. This completely captures the Caregiver brand. The Salvation Army’s approach and execution are very parental. They want to take care of the people and organizations that are in need. They are deeply motivated by love.
Now let’s focus on some ways you can activate your Caregiver Archetype!
Everything you push out needs to be super clear -- Vision, voice, etc
Center your messaging around love and care
Put your dreamy clients first! They should be the central point in your voice and visuals.
Create a compassionate and supportive aesthetic! Lean into the emotional elements of you and your clients!
Tie in EMPATHY! Empathy is the core of who you are. Don’t shy away from that.
Be conscientious of how you come across. You are the expert in the space but it’s important to lead with a gentle connection in order to convert.
The Caregiver will always work to help and support others. Their supportive and empathetic nature creates strong relationships and brand recognition.
Are you a Caregiver Brand Archetype? Read about color palettes and font pairings for the Caregiver, or curate a mood board from some of our favorite Caregiver Inspiration images on Pinterest.
