the CAREGIVER BRAND ARCHETYPE

Also known as: the Mother, Saint, Helper, Altruist 

The Caregiver is motivated by a desire to nurture, care for and be appreciated by others. They seek to meet this need through generously serving people around them.

Caregiver Brands provide customers with a feeling of being cared-for by offering products and services that meet their personal needs (meal-planning, childcare/home services, wellness, etc). Common industries include Health, Education, Maternal, Home/Cyber Security, Financial/Event Planning.

CAREGIVER BRAND CLIENT PSYCHOLOGY:

Desire: To help and take care of others. To feel needed and appreciated for acts of service.  

Motivation/Goal: To nurture, serve and connect others. To be needed. 

Motto: “Love your neighbor as yourself.”

Biggest Fear: Selfishness and Ingratitude.

Strategy: To do things for others.

Weakness:  Martyrdom, Resentfulness, Overbearing & Controlling, Lack of Self-Care [Poor Boundaries].  

Strengths: Compassion and Generosity. 

SHADOW SIDE:

SHADOW SHADOW QUALITIES: Rescuing/Self-Denial

PRONE TO ADDICTION: Caretaking/codependency

CAREGIVER BRAND INDUSTRIES: 

Healthcare, Hospitals, Educational Institutions, Educational Entertainment, Non-Profit, Home, Maternal + Family + Baby, Self-Care, Healthcare Products, Nutrition, Weight Loss, Insurance, Financial Planning, Elderly + Hospice Care, Garden + Landscaping, Home + Cyber Security, Home Services, Travel + Event Planning

CAREGIVER BRAND PROMISE: 

• Give customers a competitive advantage by supporting and/or meeting personal needs (ex: meal-planning services, health and wellness services, teaching materials).
• Seek to create competitive advantage through exceptional customer service.
• Evoke a sense of safety (e.g. home-baked cookies, comforting self-care products, safety in auto/home).
• Promote connection, community, growth, security.

PRICE POINT:

Low-Mid

CUSTOMERS FEEL: 

Loved, cared for, “I am not alone”

DIFFERENTIATING FACTOR: 

Often a non-profit or charitable organization, altruistic public figure

CAREGIVER BRAND EXAMPLES: 

CORPORATE/POPULAR: Campbell’s Soup, The Salvation Army, Headspace App, Tom’s Shoes, Johnson & Johnson, UNICEF, Volvo, Huggies, World Wildlife Fund, Proctor & Gamble, PBS, Merill Lynch, Habitat for Humanity, Nordstrom, Zappos, Ritz-Carlton, Hyatt

MYTHOLOGICAL: Virgin Mary [Christianity], Demeter [Greek], Atticus [To Kill A Mockingbird], George Bailey [It’s A Wonderful Life] Mary Poppins, Aslan [Lion, Witch, Wardrobe], Maria [Sound of Music], Mr. Holland’s Opus, Leigh Anne Tuohy [The Blindside], Alfred [Batman], Crow Mother [Native American]  Isis [Egypt], Yemaya [Africa]

PERSONAL BRANDS: Mother Teresa, Martha Stewart, Princess Diana, Desmond Tutu, Angelina Jolie, Harriet Tubman, Martin Luther King, Jr., Nelson Mandela, Oskar Schindler, Abraham Lincoln, Mahatma Gandhi, Bono, Marcus Webly, Florence Nightingale