the CAREGIVER BRAND ARCHETYPEAug 09, 2022
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 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.
Loved, cared for, “I am not alone”
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
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