THE CAREGIVER

brand archetype

The Caregiver brand is driven by its need to take care of and nurture their audience. Caregiver brands work to get their audience to take care of themselves by offering protection and support.

GOAL

To nurture and take care of others 

FEAR

To be seen as harmful or exploitative 

STRATEGY

Be of service to others. Focus your attention on your audience’s needs and support them. Giving back to charities shows your selflessness.

FAMOUS CAREGIVER BRANDS

FAMOUS CHARACTERS

Angelina Jolie

Hagrid

Mary Poppins

Princess Diana

ATTRIBUTES

Selfless, Nurturing, Compassionate, Supportive, Altruistic, Empathetic

VOICE

Use friendly, upbeat, and optimistic language. Words like blessings, fulfilling, and cultivating.

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