Brand Archetype: Caregiver

Quote: “When you’re a caregiver, you need to realize that you’ve got to take care of yourself, because—not only are you going to have to rise to the occasion to help someone else—but you have to model for the next generation.” ~ Naomi Judd

Motto: Love your neighbor as yourself.
Driving desire: to protect and care for others
Goal: to help others
Greatest fear: selfishness and ingratitude
Strategy: doing things for others
Weakness: martyrdom, being exploited
Talent: compassion, generosity

Also known as: saint, altruist, parent, helper, supporter

Caregiver archetypes in the wild:

  • give customers a competitive advantage
  • support families (products from fast-food to minivans) or is associated with nurturing (e.g. cookies, teaching materials)
  • serve the public sector, e.g. health care, education, aid programs and other caregiving fields
  • help people stay connected with and care about others
  • help people care for themselves
  • likely a non-profit or charitable cause

Archetype examples: Mother Teresa, Johnson’s Baby Shampoo

See all 12 brand archetypes

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Marketing Ideas Author Matt SchoenherrAbout Matt Schoenherr
Matt is a husband, father of four, marketing consultant and founder of Marketing Ideas 101. As a student, teacher and published author, Matt supports the worthy goals of service and commerce in the small business and nonprofit communities. You may find him on , Twitter and Facebook. Creative marketing ideas and marketing strategies may be found at MarketingIdeas101.com.

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