TO HELP OTHERS

The Caregiver

The Caregiver archetype embodies empathy and compassion. Their selfless disposition ensures that they support those around the. However, at times, the care for others comes at the expense of care for oneself. This can also lead to the exploitation of the Caregiver.

Caregivers must be cognizant of their surroundings and the individuals that they surround themselves with. They must look after themselves, and learn that ‘no’ is a way to protect themselves.

TO HELP OTHERS

The Caregiver

Those who identify as a Caregiver Archetype tend to be full of empathy and compassion. Unfortunately, this can lead to others exploiting their good nature. 

Because of this, Caregivers must pay attention in looking after themselves and learn to say ‘no’ to protect themselves.

LET'S GET SPECIFIC

The Top Four

These specific nouns give us a strong idea of who this Brand Archetype is. By knowing their fears and weaknesses, you can overcome these barriers in your copy. By understanding their goals and strengths, you can match your brand to their values.

Goals

Support those around them

Make a positive impact on the world

Protect everyone

Fears

Chaos

Prioritizing oneself

Burnout

Weaknesses

Inability to say ‘no’

Too kind

Sacrificing oneself to serve others

Strengths

Bringing stability to situations

Building community and unity

Inclusive

How we describe them

Descriptors

The idea behind these descriptors is to give you a better sense of how people perceive this particular Brand Archetype. How would friends or family describe them? With these words, can can start to imagine the kind of person they are, and build a mental image of them.

How we describe them

Descriptors

The idea behind these descriptors is to give you a better sense of how people perceive this particular Brand Personality. How would friends or family describe them?

With these words, can can start to imagine the kind of person they are, and build a mental image of them.

Ally

A person who unites resources or commodities for another

Altruistic

A person who shows a selfless concern for the well-being of others

Martyr

A person who would choose to supper in support of a cause

Parent

A person who is or acts as a parent to a child or children

Patron

A person who gives supports to another person, activity or cause

Promoter

A supporter of a cause or aim

HOW THEY ACT

Characteristics

These adjectives best describe the personality of this Brand Archetype. Use these to help and imagine who you know that is similar to them, this will help you build a more honest Marketing Persona.

HOW THEY ACT

Characteristics

These adjectives best describe the personality of this Brand Personality. Use these to help build your Market Persona and imagine who you know that is similar to them, this will help you build a more honest Marketing Persona.

Selfless

Concerned more with the needs and wishes of others

Empathy

To understand and share the feelings of another

Integrity

The quality of having strong moral principles

Sympathetic

Feeling, showing, and expressing sympathy and understanding

Tolerant

Showing willingness to allow the existence of other opinions and behaviours

Cheerful

Noticeably happy and optimistic

WHO THEY ARE

Actors

To help you visualize what this Brand Archetype acts like, watch these actors portray their most interesting characters and how they embody the very essence of this archetype.

WHO THEY ARE

Actors

To help you visualize what this brand personality acts like, watch these actors portray their most these characters. They embody the very essence of this personalilty.

Red

In Orange is the New Black, Red is extremely protective of her 'daughters' despite having a hard exterior.

Samwise Gamgee

Samwise would do anything to protect Frodo and neither the dangers in their adventures of the evil of the ring can stop him .

Vision

Vision was built to protect, to care, and support. He brings The Caregiver to life unlike any other character

REPRESENTATION

Similar Brands

Brands spend millions of dollars honing their brand personalities and understanding their audiences, this is why they can be invaluable in helping us understand what this particular Brand Archetype needs.

So here are 3 examples of brands that embody this Brand Archetype. Use your knowledge of the brand itself to imagine your Market Persona.

REPRESENTATION

Similar Brands

Brands spend millions of dollars honing their brand personalities and understanding their audiences, this is why they can be invaluable in helping us understand what this particular Brand Personality needs.

So here are 3 examples of brands that embody this Brand Personality. Use your knowledge of the brand itself to imagine your Market Persona.

Johnson & Johnson

“We will provide branded products and services of superior quality and value that improve the lives of the world’s consumers, now and for generations to come.”

Bill and Melinda Gates Foundation

Guided by the belief that every life has equal value, the Bill & Melinda Gates Foundation works to help all people lead healthy, productive lives.

Volvo

In 1959, Volvo invented the three-point seat belt and then gave away the patent so everyone could benefit from the technology.

BLOGPOST

Marketing to The Caregiver

The Caregiver is one that desires to be recognized. With that said, they do not want to be patronized or coerced into certain decisions or purchases. They are emotionally driven individuals that have the desire to help others.

Marketing to The Caregiver requires an intricate balance of marketing and emotions. Advertisements with gimmicks, or assertive language steer consumers far away. Trying to get attention is a major turnoff for the consumers.

They’re defined by their generosity, compassion, and their ability to serve others. While these traits are a large part of who they are, they also provide to their detriment. Often their willingness to serve others harms their ability to care for themselves, and they can be perceived as co-dependent.

The Caregiver will promise to protect and serve

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