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Is your company compassionate and altruistic? Then the Caregiver brand archetype may be the brand personality that fits you best. With a genuine desire to help others, you'll go to the ends of the earth to help those it has become your mission to serve.

We invite you to imagine what your brand would look like if you embraced that caregiver instinct by owning the Caregiver brand personality. We hope you'll feel inspired and supported by learning about brands that use the Caregiver archetype to guide how they relate to customers.


Understanding the Caregiver Brand Archetype

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The Caregiver is one of 12 brand archetypes you might identify with and is one of three driven by a need to create stability and control for others in their own ways.

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As a Caregiver, others would describe your brand as generous, strong, and benevolent. They see that you focus intensely on customer service and are true to your values when making business decisions.

The Caregiver archetype finds meaning in serving others, even if the pay-off is delayed or potentially non-existent. You're not afraid to spend your time around those that society (or your industry) sees as less worthy of your time. You know in the depths of your being that people and circumstances can change for the better with proper support. 

You may or may not consider your brand a Caregiver. But finding your brand's archetype is vital to finding your voice and consistently relating to others. It helps you differentiate in even the most competitive markets and earn loyalty to grow your company.


Who Is the Ideal Audience for Caregiver Brands? 

Caregiver brand archetype customers also see themselves as caregivers. As a brand, you facilitate caregiving activities like donations, volunteering, parenting, caring for vulnerable adults, mentoring, and educating others.

By doing so, you build a loyal following and sense of community. You generate brand ambassador activity that can lower customer acquisition and employee recruitment costs over time. So, while caregiving is most often associated with non-profits, it amplifies your power to live up to your mission regardless of profit status.


Caregiver Archetype Brand Examples

The most apparent Caregiver brands will be in healthcare, education, and non-profit work because these naturally lean toward this personality. But other types of companies can find that a carer's voice aligns with their mission, as these Caregiver brand archetype examples show.


While some luxury car brands put their focus on status and flash, Volvo has invested its resources into making its vehicles the safest on the road. With slogans like "Share the Planet" and "Drive the Future," they put a strong emphasis on family and protecting future drivers (children) so that you can one day pass your vehicle down to them.


This diaper brand has long appealed to "maternal" instincts by promoting superior comfort for babies. They sell this comfort as a gift you give your child as they grow and learn about the world in their diaper years. 

Huggies positions itself as a Caregiver archetype brand by portraying itself as a "carer" that takes care of "caregivers" (parents) by making their lives easier.


The charitable organization Unicef believes every child deserves a chance to thrive. It seeks to help children through both direct aid they need now and support for developing economies to provide those children with options to better themselves as they get older. Unicef excels at making those who support it feel like they are part of a mission bigger than themselves.


How to Own Your Caregiver Brand Archetype

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Would you consider your brand a Caregiver? To find out, ask yourself these questions … and be honest.

  • Do you place a high value on supporting others? 
  • Can you put people over profit? 
  • Can you give with no guaranteed pay-off or significantly delayed pay-off?
  • Are you organized and resourceful to generate the most value?
  • Can you attract others to a cause and leverage that zeal to grow your organization? 

Other brand personalities help and support people in their own ways, so consider all 12 archetypes carefully before settling on the Caregiver.

If you're a for-profit B2B company ready to own the Caregiver brand archetype, then you'll want to express your caregiving not just in words but through actions like:

  • Creating long-term value for customers
  • Generating helpful content
  • Focusing on website user experience 
  • Showing you respect everyone's time, money, and talent
  • Building a supportive community among customers
  • Valuing customer retention over acquisition

Create a brand guide that outlines consistent fonts, colors, wording, tones, design, function, and imagery to support and communicate your values. As a brand, you'll gravitate toward inspirational music, images of loving families, and stories that pull at the heartstrings for those in need.

The most common Caregiver brand archetype colors are blue, turquoise, and white, with each having a subtle meaning that can further define the type of Caregiver you are:

  • BLUE says: Dependable, trustworthy, strong moral compass, tranquility, high-quality
  • TURQUOISE says: Healing, calm, looking within
  • WHITE says: Sincerity, cleanliness, innocence, light, balance

Know that there are no half-measures with the Caregiver brand archetype. And appearing to be inauthentic can really hurt your brand. For this reason, it's vital to develop a plan and write down how your brand will communicate that you're a Caregiver (or other brand personality) without saying it outright. 


LAIRE Can Help You Craft a Caregiver Brand Archetype

At LAIRE, we help brands find their voice and own their brand archetype to attract and retain their ideal customers. 

Is your company currently struggling to differentiate in a competitive market? We want to support your mission and invite you to schedule a free 20-minute branding assessment.

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Laura Laire

Laura Laire

Laura is the VP of Creative Strategy who cofounded LAIRE, Inc., a digital growth agency. Laura is an entrepreneur and avid writer with a love of studying marketing and high performance. Laura has trained hundreds of thousands of people as a speaker, trainer, and coach giving keynotes at seminars and conventions for the past 25 years. Laura absolutely lives for marketing, creating, and inspiring big ideas.