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the caregiver archetype

The Caregiver Brand Archetype

The Caregiver brand archetype has very high empathy. They want the best for other people and can’t stand it when another being is in pain. They offer physical and emotional protection whenever they can—sometimes to the extent that others come to rely on them too much. This archetype can be prone to self-sacrifice and can become a martyr.

The caregiver brand is driven by its need to protect. It exists to provide care, in one way or another. This could be through their products or service but in a larger context, the need to provide care is based on their brand purpose, vision or mission. In fact, all brands should have a little bit of the caregiver brand archetype to ensure that they have empathy and care towards their target audience.

If you want our senior brand strategist, Mash, to coach you to create the right archetypal mix for your brand, schedule a 1-hour strategy coaching session!



Brand Promise: Safety

Goal: To protect.

Strategy: Provide unparalleled care.

Personality to project: the nurse, the healer, the caring elder.

Ideal Customer: Caregiver brands resonate with customers who demand the best when protecting their family or loved ones. They are well-rounded individuals who care about life and living well. The target audience would respond to care and empathy-based strategy and marketing campaigns.



These brands can be perceived as old-fashioned, resistant to change, or overbearing. If the messaging and brand story is not told correctly, the brand will likely come across as disingenuous. So, the key to success is crafting the right brand story and messaging.

Suggested Color Palette

This is just a suggested palette. Colors should be selected based on a robust brand strategy and should be part of the brand identity development.

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This company’s many brands embody the caregiver archetype perfectly. Johnson & Johnson offers many self-care and home care items that have become household brands themselves, such as: Band-Aid brand bandages, Tylenol, their various baby products and Neutrogena. 


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This company proves that a caregiver need not be in the medical field with its timeless slogan, mmm, mmm, good! The company seeks to make people feel good, giving them a sense of satisfaction.