The Caregiver

Brand Archetype

The Caregiver archetype intuitively senses the emotions and needs of others. She then unselfishly and generously provides the care, support, love and assistance required. She has an innate desire is to protect others from harm, chaos, and failure. Usually found at the center of a group or community, she rarely leads in the traditional sense. Yet others look up to her because of her unwavering desire to be of service to others.

The Caregiver

is also known as the

The main purpose

of this brand archetype

The main purpose of the Caregiver brand archetype is to unselfishly give support and provide help to others. Her arms and heart are always open wide, with unconditional love and acceptance for everyone. Her mission is to be of service to others.

Doing Business

+ marketing

Best suited for
  • The types of businesses best suited to the Caregiver brand are mainly concerned with nurturing and caregiving as part of their business or in the services and products they offer.
  • This could include any business, blog, service or product centered around food, gardening, healthy living, creating a home, etc.
  • Typical businesses include those whose target audience, theme or message is focused on families, children, parents / parenting, and even those who work with the Inner Child.
  • This brand archetype is a good fit for any business focused on healing, health care, wellness, etc. in their products, services or courses.
  • This brand archetype is perfect for businesses that help others care for and nurture themselves.
  • Businesses that teach or share their strength and wisdom in order empower others are a good fit for the Caregiver brand.
  • Products and services that focus on sentimentality and a way for people to connect to others is also a good fit.
  • Non-profits and charities would also be ideal for this brand archetype, depending on their message and focus.
Marketing niche
  • The Caregiver brand appeals to clients looking for a calm, gentle, nurturing and supportive business, product or service.
  • They are looking for a business that will take care of them, are helpful and make them feel loved.
  • They are looking for a coach, teacher or mentor who provides stability and order, but is also calm and patient.
The Caregiver

“You never really understand a person until you consider things from his point of view... Until you climb inside of his skin and walk around in it.”

~ Atticus Finch ~
From Harper Lee's To Kill a Mockingbird

+ weaknesses

At her best...

The Caregiver loves and accepts others unconditionally. She feels her purpose in life is to care for, help and protect others. Of all the archetypes she is the most loving and most loved.

At her worst...

She has a hard time saying “no” to people who ask for help. This makes it easy for her to get burnt out, and become resentful towards the very people she wants to help. If allowed to go too far she can become a martyr and seriously neglect her own health and needs.

Traits & attributes

of this brand archetype

  • Compassionate
  • Helpful
  • Nurturing
  • Caring
  • Loving
  • Nonjudgemental
  • Warm-hearted
  • Connected
  • Generous
  • Sentimental
  • Accepting
  • Empathic
  • Sensitive
  • Considerate
  • Kind
  • Soft
  • Gentle
  • Peaceful
  • Calm
  • Comforting
  • Healing
  • Uplifting
  • Altruistic
  • Supportive
  • Giving
  • Selfless
  • Service-oriented
  • Reliable
  • Conscientious
  • Responsible
  • Dedicated
  • Protecting
  • Simple
  • Honest


Caregiver Brand Archetype
Archetypes in Branding

Resources for your journey

Spotify PlayList

A growing playlist of music on Spotify that helps to that adds “flavor” and helps to personify the Caregiver brand archetype.


Images for the Caregiver for your branding & graphic design. From Pexels & Unsplash. Header image from RawPixels

Pinterest Board

A Pinterest board of images, themes and inspiration representing  the Caregiver Brand.

  • Hartwell, Margaret Pott., and Joshua C. Chen. Archetypes in Branding: a Toolkit for Creatives and Strategists. How Books, 2012.
  • Mark, Margaret, and Carol S. Pearson. The Hero and the Outlaw: Building Extraordinary Brands through the Power of Archetypes. McGraw-Hill, 2001.
  • Myss, Caroline M. Archetypes: Who Are You? Hay House, 2013.
  • Myss, Caroline M. Archetype Cards: an 80-Card Deck with Instruction Booklet. Hay House, 2003.
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The Caregiver
Brand Archetype

is one of the 12 main brand archetypes

I will discuss all 12 in depth in the coming weeks. I want to provide some information on what businesses might best be suited for each archetype and what types of clients are attracted to working with each particular brand archetype. I’ll also provide some examples of visual branding and design resources + ideas for each brand archetype.

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