Is Caregiver your brand's *irresistible* personality?
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Caregiver Brand Archetype is all about.. caring.

“The closest thing to being cared for is to care for someone else.”

Carson McCullers

Nurturing, caring for others, empathetic, generous.

The Caregiver is deeply loving, compassionate and forgiving. They care about others so deeply and want to be helpful so much, that often, they forget about themselves, feeling neglected and out of their power.

If your brand is the Caregiver, you help people care for themselves and others better.


The Caregiver derives meaning from being of service and making a change in the world by helping others. They often volunteer, give back to their communities and are drawn to people and brands who are highly ethical and give back themselves.

The Summary

Motto: Love others as you love yourself.

Basic desire: Protect, care for others.

Goal & objective: To help others, be of service.

Fear: Lack of gratitude, selfishness.

Strategy: Inclusive, protective, homey.

Weakness: Losing themselves, being exploited.

Talent: Generosity, empathy, compassion.

The call:  Wanting to protect the more vulnerable, be of service to those who are less fortunate.

Your customers need: To be able to care for others better, to protect others.


Your ideal customer

Extremely generous, caring and compassionate, they are the first who go and help those less fortunate, even if it means giving away their last resources. They are very inclusive, approachable and protective, wanting people to feel good with them, feel taken care of and nurtured. Sometimes, they may seem co-dependent, not ready to let go of the people they care for, give them space they need to flourish or make mistakes they need to make to learn and improve their lives in the long run.


Connect with your audience

Your audience wants to be recognized for their effort to care for others and protect others, for their sacrifices and their generosity. When you want to call the Caregiver to action, don’t guilt-trip them, telling them they failed to do this one thing yet. Rather evoke their emotions by showing them someone’s in need and they could be the ones to help them.


What your brand experience should be?

Walk your walk! Caregivers are drawn to brands that really care and not only say that. Give back, create a truly nurturing community and show them you take interest in your customers, as well as your employees and the world as a whole. Caregiver brands want to help and protect their customers, just like their customers want to help and protect others. Offer safety, protection, and support all the way.


Brands and people within the Caregiver archetype


Unicef, Sanex, Volvo


Angelina Jolie, Princess Diana, Cinderella (Disney)




Not sure if you’re a Caregiver? Take our quiz and find out.

Does this describe your brand?


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other archetypes



Idealists and dreamers always looking for ways to be happy and spread happiness. They are seeking simplicity, honesty and being able to be themselves.



Sensual, passionate and vulnerable.The Lover wants a true connection not only with their lover but their family and friends.



The Hero is disciplined, driven, very competitive. Strong both physically and mentally, they do not shy away from challenges that lay ahead.

Girl Next Door

Girl Next Door

If your brand strives to belong, being a part of the community and create a connection with others like Jenna Kutcher, GAP or IKEA this is your archetype.



They’re called to stop to the chaos around them, take control of their lives. As a Leader brand, you help people use their authority to influence change.



Restless, always searching, exploring, trying to find themselves. Whether they are searching for themselves or experiences, they are always on the run.



Hedonist, careless, cheerful, unpredictable. The Joker is all about playing around, disrupting the order, making fun and not taking things too seriously.



The Rebel is all about destroying what’s not working and doing things their own way, often shocking others in the process.



They spend their whole time searching for the truth, learning and digging deep into the things they care about. It’s not about education, but wisdom.



The Magician is all about change, transformation, and metamorphosis. They find ways to create something that is truly magical, leaving you mesmerized.



The Creator is all about expressing themselves and bringing their vision to reality. They love creating something that did not exist before and get great satisfaction from both the process as well as the outcome. They want to leave a legacy, create something of lasting value.

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