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The Caregiver

Love Your Neighbor as Yourself 

This archetype has a selfless personality and is motivated by their desire to care for and protect others. The Caregiver might also be known as the supporter, helper, parent, saint, altruist, or caretaker. They take people under their wing who are in need until they are stronger and can care for themselves. They like to be recognized for their efforts but dislike being patronized. Robin Williams in the movie Patch Adams is a good example. The core desire of the Caregiver is to protect others against harm. Caregivers are afraid of ingratitude and selfishness.

The Caregiver archetype in branding is best used for:

  • Education
  • Non Profits
  • Health Care

The Caregiver archetype is ideal for those brands that help people who are in need. The goal of a caregiver brand is to make its customers feel cared for, protected, and secure. The Caregiver archetype is used by such famous brands as:

  • Toms
  • WWF
  • Unicef

WWF and Unicef are both non-profits that help those who are in need, one for wildlife, and the other for people. Although Toms Shoes is a for-profit brand, its business model is focused on helping people. The company gives a pair of shoes to a person in need for each pair that is sold.

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