Your Desire
to care, protect and nuture
Your Goal
to help others
Your Strategy
do things for others
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 Motto
in a world where you can be anything, be kind
Your Fear
neglect, instability and ingratitude
Your Achilles Heel
martyrdom and being exploited
The Caregiver archetype may be right for your brand identity if:
- 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
- it gives customers a competitive advantage.
Brand Culture
to help others
Brand Voice
gentle, kind and nurturing
Brand Experience
make people feel safe and cared for
The Caregiver Moodboard and Brand Voice
The Caregiver Family Members
The Caregiver family is made up of the main Caregiver Brand Personality with six family members that you may feel fit your brand better. These are slight variations on The Caregiver that provide more of a niche, honed version of the personality.
Remember, this is not about what you do but rather about how you do it and how you make people feel.
Caregiver Archetype Examples
Volvo
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.
Carman’s Kitchen
Care for their products so that they can care for their customers.
Carman’s Kitchen philosophy of caring, flows into this campaign that features a set of characters with the same name – The Carman’s – who each represent an aspect of the brand’s personality and values.
From the ray of sunshine to the big thinker, and from the person who puts their heart into everything to the one who refines every detail, The Carman’s showcase the caring values that have seen the Australian company grow into a local success story.
Dove
Beauty. One little word – that we’re on a mission to redefine, realign and make beautiful again.
Dove, a quintessential Caregiver Brand Personality, embodies the essence of compassion and nurturing in the beauty industry. With its campaigns centered around real beauty and self-acceptance, Dove offers more than just skincare products—it provides a platform for empowerment and confidence-building.
Through initiatives like the Dove Self-Esteem Project, the brand demonstrates a genuine commitment to supporting individuals’ well-being, fostering a sense of inclusivity and positivity. In a world where appearance standards can be harsh, Dove stands as a beacon of kindness, advocating for self-love and acceptance for all.
Other Caregiver Brands
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Personal Caregiver Brand Examples
The Caregiver Brand Colours
Caregiver Archetype Imagery
Use your 5 Senses to enhance The Caregiver Brand
A great brand experience will touch on as many of the five senses as possible. Be imaginative and see how you can implement as many touch points as possible into your branding to create a memorable brand experience.
Sight
Soft interiors with plush carpets, draping curtains, comfy cushions and throw rugs, all in gentle colours. Avoid bright colours and intense light. Imagery should be light and clean, utilising whites and other soft colours. They should create a sense of calm by looking at them. This requires the subjects to be well proportioned in the frame. Round or oval shapes for accessories will complement the brand.
Sound
Gentle music playing softly in the background is preferable. This brand works well with classical or instrumental music or with natural sounds of rustling leaves or flowing water.
Smell
The Caregiver falls under the Air category of scents which is the most feminine category of scents (see below). Taken from Michael Edwards Fragrance Wheel, they include floral, soft floral and floral oriental. These scents have natural discretion, such as freshly cut flowers, orange blossom and sweet spices, which explains their sensitive, gentle and reserved nature.
Taste
The Caregiver enjoys light cuisine, such as salads, refined and elegant dishes, fish (rather than meat) and loves desserts (if they are light). During colder months or evening meals, they opt for hearty-tasting comfort food. Drinks of choice would be herbal teas and fresh fruit juices.
Touch
Think soft textures such as cotton, wool, velvet, silk or satin.
Smell is a very emotive sense. Few things can take us back to a specific time and place as a particular scent. It can create a mood from the second you encounter it.
We have broken the Michael Edwards Fragrance Wheel into quadrants – Earth, Water, Wind and Fire.
Earth: Calm and authentic, these scents are refined and sophisticated. They are very grounded, strong and determined.
Brand Personalities: The Explorer, The Ruler, The Sage
Water: Lively and charming, while cheerful and full of ideas, the Water quadrant sparks spontaneity, laughter, festivity. Filled with energy and vitality, these scents are direct, unpretentious and sparkling.
Brand Personalities: The Entertainer, The Hero, The Neighbour
Air: Gentle, sensitive and dreamy, Air scents have a maternal discretion and reserved nature. They also reflect creative characters, gentle strength and determination.
Brand Personalities: The Caregiver, The Creator, The Innocent
Fire: Seductive, moody and impossible to forget. Fire scents evoke a sense of mystery, intrigue and attraction.
Brand Personalities: The Magician, The Rebel, The Seducer
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.
