Brand Archetypes Explained: The Caregiver
Have you ever felt a connection with a brand that was so strong, you felt like it was created for you? If so, it’s probably because you share the same brand archetype. As we mentioned in our past blog post, “The Psychology of Branding,” archetypes are unconscious characteristics and traits, such as ideas, thought patterns, or images, that are present in individuals’ psyches. The most successful brands adopt the archetype with the traits that are shared by its core audience, allowing the brand to create loyal followers by connecting on a subconscious, emotional level. In this blog post, we highlight the Caregiver brand archetype. Companies that connect with their fellow caregiver audiences share their desire to take care of and protect others through acts of service. Below, we break down all the traits that make up this archetype, and share some examples you may recognize!
Watch for more posts from our blog series, Brand Archetypes Explained, where we will continue to explore each of the twelve characteristics so that you can better determine what may be the right fit for your business. You can also see our previous post on The Innocent, The Sage, The Explorer, The Outlaw, The Magician, The Hero, The Lover, The Jester and The Everyperson Archetypes.
The Caregiver
Think Mother Teresa. Brands under this archetype are motivated to help and take care of others by offering protection, support and advocacy.
Characteristics:
Generous
Nurturing
Altruistic
Empathetic
Desire/Goal:
To better the world by providing altruistic service.
Things to Consider:
Caregiver brands can come across as martyrs.
Example Brands:
Complementary Colors:
Red: Love and importance
White: Purity and goodness
Pink: Feminine and gentleness
Wondering how to capitalize on your archetype? Send us an email! Our marketing and design services can help enhance your branding and expand your reach.
