THE CAREGIVER

LOVE YOUR NEIGHBOR AS YOURSELF

The Caregiver seeks to create a secure environment for others through their selflessness and nurturing nature. They are motivated by a sense of compassion and generosity in order to help care for others. They are protectors of those weaker than themselves, often sacrificing their own wellbeing. They strongly believe in the saying “treat others the way you want to be treated.” The customers of Caregiver brands feel well-loved, nurtured and protected from any harm, they feel safe. They know the brand is taking care of them and that their wellbeing is what the brand cares most about.

This archetype is also called the Caretaker, Nurturer, Supporter, Parent, Helper, Saint, or Altruist.

 

The 12 Brand Archetypes were developed by Carol Pearson and Margaret Mark as mental shortcuts designed to help creatives quickly understand the personality of an organization. This allows for more efficient and effective marketing efforts.

Volvo+Logo
Mrs+Meyers
All+State+Logo
Bobs+Red+Mill+Logo

CAREGIVER MARKETING OPPORTUNITY

The Caregiver is a good identity for brands:

  • For which customer service provides the competitive advantage

  • That provide support to families or that are associated with nurturance

  • For services in the health care, education, and other caregiving fields (including politics)

  • That help people stay connected with and care about one another

  • That help people care for themselves

  • For non-profit causes and charitable activities

 

MARKETING APPROACH | Help people care for themselves, serve the public through health care, education or aid programs.

TONE | Warm, welcoming, down-to-earth, supportive rather than confrontational

VALUE PROPOSITION | Helps people feel safe

CUSTOMER FEAR | Financial ruin, ill health, uncontrolled chaos

 
 

 

Mother Teresa
Dalai Lama
Kelly+LeVeque

CAREGIVER MINDSET & TRAITS

GOAL | To help and serve others

STRATEGY | Doing things for others

MOTIVATION | Stability & Control

CALL | Seeing someone in need

CORE DESIRE | Protect people from harm

GIFT | Compassion, generosity

CHAMPIONS | Stability, Consensus, Comfort, Safety, Peace of Mind

SUPER POWERS | Providing a sense of comfort, security and service

SHADOW | Martyrdom, enabling, guilt-tripping

TRAP | Martyrdom or self entrapment of others

FEARS | Ingratitude, selfishness, and overextending their generosity

TURN-OFFS | Aggression, Ego, Confrontation

 

LEVELS OF THE CAREGIVER

LEVEL 1 Caring for and nurturing one’s dependent’s

LEVEL 2 Balancing self-care with care for others

LEVEL 3 Altruism, concern for the larger world

Turning visitors into leads

SIMILAR BRAND ARCHETYPES

 

The 12 Brand Archetypes

Archetypes Values

FIGURE 1.2 The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes Hardcover (p. 15), Mark, Margaret, Pearson, Carol (2001)

So what is a ‘Brand Strategy’?

SOURCES

Mark, Margaret, Pearson, Carol, (2001). The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes Hardcover - (Amazon Affiliate Link) pages 15, 53-262

The authors developed the 12 Brand Archetypes as a tool for marketing in 1995 and explained their methodology and ideas in their seminal book. Some of the content on this page are ideas cited directly to maintain correctness and some have been paraphrased where possible.