Brand Archetypes: The Caregiver
Empathetic, compassionate, altruistic: these are the makings of the caregiver archetype. Rooted in a deep desire to serve others with the highest level of generosity, this archetype goes out of their own way for the greater good. When compared to other archetypes, the caregiver exhibits parental tendencies and takes great strides to make sure that people are taken care of in the best way possible.
Simple kindness and good deeds just don’t cut it for the caregiver. They won’t be impressed with your weekend spent volunteering or that one donation you made to charity. The caregiver lives to serve, to the point of self-sacrifice. They’re motivated to take control of a situation if they believe they can make it better for the people involved. You’re always in good hands with a caregiver.
PROMISE: Treat your neighbor as yourself
CORE DESIRE: To protect people from harm
GOAL: To help others
FEAR: selfishness and ingratitude
STRATEGY: Do things for others
GIFT: Compassion and generosity
MOTIVATION: Stability and control
The Caregiver Archetype at a Glance
You can most likely find the caregiver in a nurturing career space. Healthcare, nonprofit organizations, and some financial planning businesses are very likely to be run by those demonstrating the caregiver archetype. Noble positions like nurses, teachers, and housekeepers are common personifications of the caregiver.
A notable example of the caregiver is Mother Teresa. World-renowned as a symbol of generosity and self-sacrifice, she devoted her life to serving the impoverished. Through the founding of a worldwide charity with the sole mission of caring for the less fortunate, Mother Teresa takes on the highest form of the caregiver.
The Caregiver Archetype in Business
Caregiver brands tend to depict the realness of everyday life. They don’t shy away from reality and, in fact, wish to shed light on the world’s problems. They appeal to the consumer’s tendency towards sentimental feelings, devotion to family, and need for safety. Marketing efforts will likely include touching music, images of families, and a focus on giving and community.
Work culture within a caregiver brand will be heavily structured to maintain order. These brands usually treat their employees well, often going above and beyond what is expected of a company. There is a heavy emphasis on customer service with caregiver brands and employees will likely be told to do whatever it takes to make sure that customers are taken care of.
Levels of the Caregiver Archetype
Each of the 12 different archetypes can be expressed in scaled rankings of intensity represented by three levels. Level one is less mature where level 3 is the furthest developed.
Level 1: The caregiver archetype is expressed by helping and caring for loved ones.
Level 2: The caregiver is focused on shifting their lives so that they may properly take care of themselves while developing into a more prominent servant role for others.
Level 3: The caregiver thinks beyond themselves and exhibits truly altruistic behavior to serve others for the greater good.
Examples of Caregiver Brands
With a heavy emphasis on family, Volvo appeals to the needs of parents looking for a reliable way to transport their loved ones. Volvo communicates with its customers with messaging like “Drive the future” and “Share the planet” and promises the consumer that their cars will protect them.
Proctor & Gamble
In true caregiver nature, P&G takes on the difficult conversations to let their customers know that they are here to help. Without missing a beat, they have voiced their commitment to serve people through donations, safe practices, sustainability, conservation, and equality. Through their recent campaign promising to step up as a force for good, P&G leaves the consumer certain of what they stand for.
The Salvation Army
You may know The Salvation Army as the people who take donations during the holidays, but their commitment to serving others goes on way past December. The lean deeply into generosity and empathy and let you know that they are here for you — especially during times of need. Doing “good” isn’t quite enough for The Salvation Army. They are doing “the most” good.
Johnson & Johnson
Johnson & Johnson has made a name for themselves as “The family company” and they strive to live up to that every day. As the largest healthcare company in the world, they are an undeniable example of the caregiver. Their commitment to making the world a healthier place can be seen very clearly in their altruistic actions as well as their messaging.
Where Does Your Brand Fit In?
If you’re thinking your company might not be a caregiver brand, check out the remaining 11 archetypes to see where you fit in! You may be surprised to see what archetype your brand resonates with.
–written by Caitlin Rostampour