The Caregiver Brand Archetype

This archetype positions itself as a source of support, nurturing, and compassion for its customers or audience. It is often used by brands in the healthcare or wellness sectors, but it can also be used by other types of brands that want to emphasize their commitment to helping and supporting their customers or clients.

Icon art by Hassan Ali, The Noun Project

Learn How to Use Brand Archetypes

Caring | Maternal | Nurturing | Generous | Compassionate | Warm

Key Characteristics

Empathy

Caregiver brands often emphasize their understanding and compassion for the needs of their customers or clients.

Nurturing

Caregiver brands often position themselves as a source of support and nurturing for their customers or clients.

Dependability

Caregiver brands often emphasize their reliability and dependability as a source of support for their customers or clients.

Trustworthiness

Caregiver brands often position themselves as trustworthy and reliable sources of support for their customers or clients.

Service

Caregiver brands often focus on providing high-quality service and support to their customers or clients.

Strategy

Use the following strategy in your marketing communications to connect with your target audience.

Suggested color guide for using color to communicate the brand‘s values and attributes.

Connection

Connect with your customer by showing the greater good is worth the sacrifice or putting others before self.

Color

Palette: Calming, Approachable, Friendly

Key Colors: Aqua, Blue, or Green

Unicef | Johnson & Johnson | Toms

Company Examples

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Brand Archetypes

A brand archetype is essentially a shorthand way of communicating the core values, traits, and motivations of a brand. By understanding your brand's archetype, you can craft marketing messages and develop a creative strategy that speaks directly to the psychological needs and desires of your target audience.

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