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.
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
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
SIMILAR BRAND ARCHETYPES
The 12 Brand Archetypes
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.