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