The Caregiver's purpose in life is to help others

This Brand Personality aims to make people feel secure or nurtured and is focused on generosity and compassion. Caregiver brands give entirely of themselves to make sure others are taken care of.

Your Desire

to care, protect and nurture

Your Goal

to help others

Your Strategy

do things for others

Your Motto

treat others the way your want to be treated

Your Fear

neglect, instability and ingratitude

Your Achilles Heel

martyrdom and being exploited

be good to people for no reason

The Caregiver archetype may be right for your brand identity if:

  • it gives customers a competitive advantage
  • it supports families (products from fast-food to minivans) or is associated with nurturing (e.g. cookies, teaching materials)
  • it serves the public sector, e.g. health care, education, aid programs and other caregiving fields
  • helps people stay connected with and care about others
  • helps people care for themselves with support and nurturing
  • is a non-profit or charitable cause that shows kindness with gentle understanding.

Brand Culture

to help others

Brand Voice

gentle, kind and nurturing

Brand Experience

make people feel safe and cared for

Caregiver Archetype Examples


Volvo is not a car company. It’s a people company.

With people at the forefront of everything they do, Volvo prides itself on the status of being known as the safest car brand. Everything that they do and say focuses on producing a vehicle that will convey passengers to their destination safely, each and every time. Embodying the attributes of the Caregiver, Volvo is about safety, security and care.


Thankyou is a social enterprise like no other.

They believe that they can end global poverty in this lifetime, by harnessing the power of the people. That's why Thankyou commits 100% of the profit from their products to help people in need. Starting with bottled water that helped fund water systems in third world countries, Thankyou has expanded to include products that support hygiene and nutrition.

Almost a billion people live in extreme poverty, while six billion people don't. They reckon that the six billion of us could work together to put an end to global poverty, for good.

Other Caregiver Brands

Personal Brand Examples

Dalai Lama
Mother Teresa
Dalai Lama
Mary Poppins

The Caregiver Brand Colours






Caregiver Archetype Imagery

Meet the Archetypes

Based on the concepts of 12 Personality Archetypes by Swiss psychologist Carl Jung, we believe that in modern society these 12 Archetypes can be effectively utilised in branding a business, and give them attributes that can enhance or cement their message. These personalities are based on different motivations for the observer.