Caregiver Archetype
Cultivating a Nuanced Nurturing Brand (with Design Examples)
Empathic, altruistic and generous — of all Jung’s 12 Brand Archetypes, the Caregiver Brand Archetype is the most likely to create a brand that feels nurturing, genuinely supportive and emotionally trustworthy to customers.
If you’re wondering, how can you build a Caregiver brand that embraces nuance and deeply connects with your people, you’ve come to the right place.
Many of the entrepreneurs and businesses who reach out to me feel confused about how to create a multifaceted, nuanced Caregiver brand that feels unique to them.
So I decided to create this guide, just for you.
Caregiver archetype in branding: What is it?
Let’s first dive into the Caregiver brand persona in its pure, undiluted form.
Caregiver archetype symbolism
According to Carl Jung, the main Caregiver archetype characteristics are compassion, nurturing, and a strong desire to support and protect others.
Associated with maternal or paternal instincts, the Caregiver archetype is rooted in an instinctual drive to serve others — resulting in a brand that exudes generosity and patience.
The Caregiver’s…
DESIRE: To protect people from harm
GOAL: To help others
FEAR: Selfishness, ingratitude
TRAP: Martyrdom of self, entrapment of others
GIFT: Compassion, generosity
STRATEGY: To do things for others
Caregiving exists everywhere – from mothers caring for their children to not-for-profits dedicated to improving community wellbeing – especially for the disadvantaged, the young, and the old. It’s also found in the creature comforts we enjoy when we take care of ourselves.
Businesses that embody a healthy Caregiver archetype make caring for the clients they serve AND their employees the core of their focus and identity. Leading with a wellbeing-first focus, they create opportunities for bonding through shared experiences and shared values.
In The Hero & The Outlaw, Margaret Mark talks about 5 Caregiver Levels:
THE CALL: Seeing someone in need
LEVEL 1: Caring for & nurturing one’s dependents
LEVEL 2: Balancing self-care with care for others
LEVEL 3: Altruism, concern for the larger world
THE SHADOW: Martyrdom, enabling, guilt-tripping
“Okay, the Caregiver Brand Archetype sounds like what I’m going for. What next?”
If the Caregiver archetype feels like a good fit, fantastic! Before we get too deep into the world of Jung and the Caregiver archetype, I want to share a little secret as a Branding Expert: Being too tethered to Jung’s original psychology and clinging to one single generic archetype will shoot your brand in the foot.
Why? Humans connect with humans. We are all unique combinations of our innate natures and experiences.
As a result, our brands need to reflect what our businesses bring to the table in an authentic way. We build trust by aligning our presentation with our business experience (behaviour).
I’m sure you’ve noticed many brand strategists insist on a rigid approach to brand strategy. They teach their clients that a business has to wholeheartedly embody one single archetype, perhaps with a secondary support, paving the way for generic sameness.
But embodying one single archetype leads to generic brands that don’t connect with anyone. Especially if you want to stand out from your competitors in a saturated market that is continually growing.
It is human nature to explore and meld ideas together in new interesting ways. Evolution is inevitable!
Yes, we do need to narrow the field to make sure that we have a style and personality to embody. We cannot be all things to all people.
But we can and should create beautiful, unique combinations that allow us to embrace what sets us/our business apart, instead of feeling guilt or shame at not perfectly fitting into the current boxes.
When we begin to think about what drives us, how we approach problems, our unique way of delivering our services, products or solutions… a more fascinating brandscape begins to take shape.
Brand archetypes offer a method to explore your brand, not a dogma to rigidly follow.
The best brand identities, the ones that will feel truly unique, authentic and connect with your audience, are always a multi-faceted combination of archetypes.
A strong brand strategy, rooted in a curated duo or triad of archetypes, is what will give your brand clarity while differentiating you from your competitors.
“Elise managed to draw my personal brand out of me like some kind of magic. With her guidance through archetype reflection, my brand is now so authentically me!”
– Jess Bracey – Jess Bracey Art
As you bring more dimensionality to your brand, you’ll foster more trust because you’re being more human.
Practical questions to help you identify if your brand is a Caregiver brand
Is Your Brand a Caregiver? Let’s talk about brand values now.
Ask yourself: Is the goal of your company to help people feel cared for, help or protect others? Does your company value service and supporting the welfare of others? If you answered yes, it is very likely your brand has Caregiver energy.
To attract the right customers, maintain their trust and get the most from your marketing dollars, you should do all you can to communicate this philosophy to your customers.
“Elise did my brand strategy and visual identity, and what a unique and exciting experience it was! What stood out was the amount of thought and strategy she put into even the tiniest details, and the gentle reminders to stick to the strategy along the way – that was the key for me.”
– Shanley King – Art of Wealth Co.
To diagnose the true motivator behind your brand (which is the crucial first step to discover your most aligned brand archetypes), take my brand motivator quiz.
How to make your Caregiver brand identity truly memorable and unique
In my work with my clients, I always work to help them claim a combination of archetypes, rather than a single one. Since Jung’s brand archetypes are naturally fluid and flow across one another, there are endless ways to blend them together.
For example, one wing might look like a Motivator (an archetype that highlights how you want to make people feel) and one wing might be your Approach (how you deliver that feeling). Different combinations of archetypes can create vastly different brand identities.
“Thank you Elise, you really have a gift for creating and connecting our identity with so much of our story.”
– Elise Osborne – Helping Hearts Psychology
If there’s one thing I want you to take away from this article, it’s to let go of your preconceptions about what a certain brand archetype must look like.
Caregiver archetype and brand differentiation
Jung proposed a variety of different subcategories for the Caregiver archetype, each reflecting a different dimension of the Caregiver. We can use these to add layers of nuance to a Caregiver brand.
Angel
Guardian
Healer
Samaritan
Leveraging these will help you bring more nuance to your Caregiver brand identity. Ideally, you will go further than this and blend multiple archetypes together without leaning into cliche characteristics.
Caregiver archetype and target audience
The Caregiver archetype delivers a comforting, gentle customer experience with attention to personalised details that make the customer feel extra cared for.
Naturally, this tends to attract customers who seek to provide wholesome care to themselves or others.
For example:
- Baby products – providing the best care to our babies so they have a healthy start in life
- Dove – gently looking after the whole family’s hygiene and skin health
- Sesame Street – an extension of parental education and guidance
Caregiver energy is prevalent in industries that strive to make customers feel safe and cared for — health, wellness, insurance, cleaning, homewares, and baby products.
Strengths and weaknesses of the Caregiver Archetype in marketing and advertising
In order to create a Caregiver brand that resonates, my best advice is to SHOW, don’t TELL.
The Caregiver’s strength shines through with the power of a kind, supportive experience that feels personal and puts your wellbeing first.
This experience starts from the inside. Staff who feel nurtured and looked after, who are trained in how to do the same for customers, will spread this Caregiver energy like wildfire so that your brand becomes an enjoyable and dependable household name.
Unfortunately, the flip side is that Caregiver brands can easily appear generic if they rely on stereotypical imagery, such as mothers holding babies or cradling hands.
Caregiver branding examples
Here are examples of the Caregiver archetype in marketing and design in the wild.
Here are some of the Caregiver brands I’ve had the pleasure of working with.
Louise Cohen is a Conveyancer who goes the extra mile for her clients. She travels to them and cares for their wellbeing. She felt at odds with her industry and was relieved to feel permission to be herself.
Louise had a unique combo of Explorer (attitude) + Ambassador (Royal Delivery) and Caregiver (approach).
The name says it all! As a Healer (Caregiver delivery) + Servant (Every Guy/Gal attitude) + Seeker (Explorer approach), the Helping Hearts Psychology brand exudes a warm, uplifting and healing presence. She strives for inclusion by exploring and expanding her horizons.
Percipience Psychology
The Percipience Psychology brand has such a gentle presence and the business owner exudes an open-mind and wisdom beyond her years. She has a gorgeous Healer (Caregiver approach) + Seeker (Explorer attitude) + Mentor (Sage delivery).
Designing for the Caregiver archetype
Caregiver archetype and visual branding
In general, Caregiver archetype visuals can be described as cosy and enclosing, to create a safe, nurturing environment, with the perception of folded away nooks.
When it comes to brand storytelling, the graphics should be soft, not harsh. Think soft organic shapes or personal details.
Here is a curated Pinterest board I’ve created for the Caregiver archetype.
Caregiver archetype design and colour psychology
Caregiver brand colours are gentle with soft contrast. They can range from soft beiges, greens and blues to warm blush pink and light buttery yellow. Ultimately, the colour palette creates a feeling of comfort and warmth.
A word on the Caregiver archetype design and colour psychology
The use of colour in your brand design instantly affects the emotions and moods of the people viewing your brand.
Planning out your brand’s colour scheme can be challenging. I have two practical tips for you: 1) I recommend using primary and secondary colours that contrast well and 2) not being afraid to break traditional colour schemes in your industry.
Corporate colour schemes tend to be minimal while creative brands can include more colours.
If you know your audience belongs to a certain culture, always consider the meaning of the colours you choose within the context of that culture.
Caregiver archetype and typography
The Caregiver brand gravitates to slightly delicate fonts that are clear and easy to read, and softened in some way, such as curved edges. The inclusion of a handwritten font style can add a sense of personal touch.
Caregiver archetype and photography
Caregiver photography is often cropped to create a feel of intimacy and evoke the impression of a cosy, safe nook.
Photography should incorporate comforting and cosy spaces and details, such as soft textures, blankets, cushions, fragrance, and pretty, well-looked after plants. Photography may convey personal connection and warmth by depicting hugs and personal touch.
This photography style aims to suggest the simple, everyday human need for connection.
Caregiver archetype and brand messaging
The Caregiver brand voice is gentle, appreciative, compassionate, concerned, encouraging, and soothing. Their voice says: “I’ll gently coach you and help you explore the possibilities.
Branding with the Caregiver archetype – Practical tips
Here are actionable tips to bring your Caregiver brand to life with visual storytelling techniques.
Tips for showcasing your Caregiver brand on Instagram
- Craft a warm and soothing colour palette for your Instagram feed to instantly envelop your viewers in a sense of comfort and care.
- Your photos should evoke feelings of being nurtured and cherished.
- Highlight the individuals or concepts that hold a special place in your heart. Whether it’s your beloved family, supportive community, or the significance of self-love, let your values shine through boldly.
- Share compelling stories of the people you care for, your journey as a caregiver, or heartwarming moments that illustrate the impact of your business.
Curious to discover your Brand Archetype? Start by taking this quiz to uncover your Core Motivator.
Pass the Salt, founded by Elise Elliott, is a branding studio devoted to shaking up brand strategy, design and creative direction for entrepreneurial dreamers, doers and shakers who smirk at rules and high-five at the adventure of exploration.
Elise’s branding framework helps clients find language for their authentic business identity, connect with their dream audience and find greater ease in their business.
Caregiver Archetype
Cultivating a Nuanced Nurturing Brand (with Design Examples)
Empathic, altruistic and generous — of all Jung’s 12 Brand Archetypes, the Caregiver Brand Archetype is the most likely to create a brand that feels nurturing, genuinely supportive and emotionally trustworthy to customers.
If you’re wondering, how can you build a Caregiver brand that embraces nuance and deeply connects with your people, you’ve come to the right place.
Many of the entrepreneurs and businesses who reach out to me feel confused about how to create a multifaceted, nuanced Caregiver brand that feels unique to them.
So I decided to create this guide, just for you.
Caregiver archetype in branding: What is it?
Let’s first dive into the Caregiver brand persona in its pure, undiluted form.
Caregiver archetype symbolism
According to Carl Jung, the main Caregiver archetype characteristics are compassion, nurturing, and a strong desire to support and protect others.
Associated with maternal or paternal instincts, the Caregiver archetype is rooted in an instinctual drive to serve others — resulting in a brand that exudes generosity and patience.
The Caregiver’s…
DESIRE: To protect people from harm
GOAL: To help others
FEAR: Selfishness, ingratitude
TRAP: Martyrdom of self, entrapment of others
GIFT: Compassion, generosity
STRATEGY: To do things for others
Caregiving exists everywhere – from mothers caring for their children to not-for-profits dedicated to improving community wellbeing – especially for the disadvantaged, the young, and the old. It’s also found in the creature comforts we enjoy when we take care of ourselves.
Businesses that embody a healthy Caregiver archetype make caring for the clients they serve AND their employees the core of their focus and identity. Leading with a wellbeing-first focus, they create opportunities for bonding through shared experiences and shared values.
In The Hero & The Outlaw, Margaret Mark talks about 5 Caregiver Levels:
THE CALL: Seeing someone in need
LEVEL 1: Caring for & nurturing one’s dependents
LEVEL 2: Balancing self-care with care for others
LEVEL 3: Altruism, concern for the larger world
THE SHADOW: Martyrdom, enabling, guilt-tripping
“Okay, the Caregiver Brand Archetype sounds like what I’m going for. What next?”
If the Caregiver archetype feels like a good fit, fantastic! Before we get too deep into the world of Jung and the Caregiver archetype, I want to share a little secret as a Branding Expert: Being too tethered to Jung’s original psychology and clinging to one single generic archetype will shoot your brand in the foot.
Why? Humans connect with humans. We are all unique combinations of our innate natures and experiences.
As a result, our brands need to reflect what our businesses bring to the table in an authentic way. We build trust by aligning our presentation with our business experience (behaviour).
I’m sure you’ve noticed many brand strategists insist on a rigid approach to brand strategy. They teach their clients that a business has to wholeheartedly embody one single archetype, perhaps with a secondary support, paving the way for generic sameness.
But embodying one single archetype leads to generic brands that don’t connect with anyone. Especially if you want to stand out from your competitors in a saturated market that is continually growing.
It is human nature to explore and meld ideas together in new interesting ways. Evolution is inevitable!
Yes, we do need to narrow the field to make sure that we have a style and personality to embody. We cannot be all things to all people.
But we can and should create beautiful, unique combinations that allow us to embrace what sets us/our business apart, instead of feeling guilt or shame at not perfectly fitting into the current boxes.
When we begin to think about what drives us, how we approach problems, our unique way of delivering our services, products or solutions… a more fascinating brandscape begins to take shape.
Brand archetypes offer a method to explore your brand, not a dogma to rigidly follow.
The best brand identities, the ones that will feel truly unique, authentic and connect with your audience, are always a multi-faceted combination of archetypes.
A strong brand strategy, rooted in a curated duo or triad of archetypes, is what will give your brand clarity while differentiating you from your competitors.
“Elise managed to draw my personal brand out of me like some kind of magic. With her guidance through archetype reflection, my brand is now so authentically me!”
– Jess Bracey – Jess Bracey Art
As you bring more dimensionality to your brand, you’ll foster more trust because you’re being more human.
Practical questions to help you identify if your brand is a Caregiver brand
Is Your Brand a Caregiver? Let’s talk about brand values now.
Ask yourself: Is the goal of your company to help people feel cared for, help or protect others? Does your company value service and supporting the welfare of others? If you answered yes, it is very likely your brand has Caregiver energy.
To attract the right customers, maintain their trust and get the most from your marketing dollars, you should do all you can to communicate this philosophy to your customers.
“Elise did my brand strategy and visual identity, and what a unique and exciting experience it was! What stood out was the amount of thought and strategy she put into even the tiniest details, and the gentle reminders to stick to the strategy along the way – that was the key for me.”
– Shanley King – Art of Wealth Co.
To diagnose the true motivator behind your brand (which is the crucial first step to discover your most aligned brand archetypes), take my brand motivator quiz.
How to make your Caregiver brand identity truly memorable and unique
In my work with my clients, I always work to help them claim a combination of archetypes, rather than a single one. Since Jung’s brand archetypes are naturally fluid and flow across one another, there are endless ways to blend them together.
For example, one wing might look like a Motivator (an archetype that highlights how you want to make people feel) and one wing might be your Approach (how you deliver that feeling). Different combinations of archetypes can create vastly different brand identities.
“Thank you Elise, you really have a gift for creating and connecting our identity with so much of our story.”
– Elise Osborne – Helping Hearts Psychology
If there’s one thing I want you to take away from this article, it’s to let go of your preconceptions about what a certain brand archetype must look like.
Caregiver archetype and brand differentiation
Jung proposed a variety of different subcategories for the Caregiver archetype, each reflecting a different dimension of the Caregiver. We can use these to add layers of nuance to a Caregiver brand.
Angel
Guardian
Healer
Samaritan
Leveraging these will help you bring more nuance to your Caregiver brand identity. Ideally, you will go further than this and blend multiple archetypes together without leaning into cliche characteristics.
Caregiver archetype and target audience
The Caregiver archetype delivers a comforting, gentle customer experience with attention to personalised details that make the customer feel extra cared for.
Naturally, this tends to attract customers who seek to provide wholesome care to themselves or others.
For example:
- Baby products – providing the best care to our babies so they have a healthy start in life
- Dove – gently looking after the whole family’s hygiene and skin health
- Sesame Street – an extension of parental education and guidance
Caregiver energy is prevalent in industries that strive to make customers feel safe and cared for — health, wellness, insurance, cleaning, homewares, and baby products.
Strengths and weaknesses of the Caregiver Archetype in marketing and advertising
In order to create a Caregiver brand that resonates, my best advice is to SHOW, don’t TELL.
The Caregiver’s strength shines through with the power of a kind, supportive experience that feels personal and puts your wellbeing first.
This experience starts from the inside. Staff who feel nurtured and looked after, who are trained in how to do the same for customers, will spread this Caregiver energy like wildfire so that your brand becomes an enjoyable and dependable household name.
Unfortunately, the flip side is that Caregiver brands can easily appear generic if they rely on stereotypical imagery, such as mothers holding babies or cradling hands.
Caregiver branding examples
Here are examples of the Caregiver archetype in marketing and design in the wild.
Here are some of the Caregiver brands I’ve had the pleasure of working with.
Louise Cohen is a Conveyancer who goes the extra mile for her clients. She travels to them and cares for their wellbeing. She felt at odds with her industry and was relieved to feel permission to be herself.
Louise had a unique combo of Explorer (attitude) + Ambassador (Royal Delivery) and Caregiver (approach).
The name says it all! As a Healer (Caregiver delivery) + Servant (Every Guy/Gal attitude) + Seeker (Explorer approach), the Helping Hearts Psychology brand exudes a warm, uplifting and healing presence. She strives for inclusion by exploring and expanding her horizons.
Percipience Psychology
The Percipience Psychology brand has such a gentle presence and the business owner exudes an open-mind and wisdom beyond her years. She has a gorgeous Healer (Caregiver approach) + Seeker (Explorer attitude) + Mentor (Sage delivery).
Designing for the Caregiver archetype
Caregiver archetype and visual branding
In general, Caregiver archetype visuals can be described as cosy and enclosing, to create a safe, nurturing environment, with the perception of folded away nooks.
When it comes to brand storytelling, the graphics should be soft, not harsh. Think soft organic shapes or personal details.
Here is a curated Pinterest board I’ve created for the Caregiver archetype.
Caregiver archetype design and colour psychology
Caregiver brand colours are gentle with soft contrast. They can range from soft beiges, greens and blues to warm blush pink and light buttery yellow. Ultimately, the colour palette creates a feeling of comfort and warmth.
A word on the Caregiver archetype design and colour psychology
The use of colour in your brand design instantly affects the emotions and moods of the people viewing your brand.
Planning out your brand’s colour scheme can be challenging. I have two practical tips for you: 1) I recommend using primary and secondary colours that contrast well and 2) not being afraid to break traditional colour schemes in your industry.
Corporate colour schemes tend to be minimal while creative brands can include more colours.
If you know your audience belongs to a certain culture, always consider the meaning of the colours you choose within the context of that culture.
Caregiver archetype and typography
The Caregiver brand gravitates to slightly delicate fonts that are clear and easy to read, and softened in some way, such as curved edges. The inclusion of a handwritten font style can add a sense of personal touch.
Caregiver archetype and photography
Caregiver photography is often cropped to create a feel of intimacy and evoke the impression of a cosy, safe nook.
Photography should incorporate comforting and cosy spaces and details, such as soft textures, blankets, cushions, fragrance, and pretty, well-looked after plants. Photography may convey personal connection and warmth by depicting hugs and personal touch.
This photography style aims to suggest the simple, everyday human need for connection.
Caregiver archetype and brand messaging
The Caregiver brand voice is gentle, appreciative, compassionate, concerned, encouraging, and soothing. Their voice says: “I’ll gently coach you and help you explore the possibilities.
Branding with the Caregiver archetype – Practical tips
Here are actionable tips to bring your Caregiver brand to life with visual storytelling techniques.
Tips for showcasing your Caregiver brand on Instagram
- Craft a warm and soothing colour palette for your Instagram feed to instantly envelop your viewers in a sense of comfort and care.
- Your photos should evoke feelings of being nurtured and cherished.
- Highlight the individuals or concepts that hold a special place in your heart. Whether it’s your beloved family, supportive community, or the significance of self-love, let your values shine through boldly.
- Share compelling stories of the people you care for, your journey as a caregiver, or heartwarming moments that illustrate the impact of your business.
Curious to discover your Brand Archetype? Start by taking this quiz to uncover your Core Motivator.
Pass the Salt, founded by Elise Elliott, is a branding studio devoted to shaking up brand strategy, design and creative direction for entrepreneurial dreamers, doers and shakers who smirk at rules and high-five at the adventure of exploration.
Elise’s branding framework helps clients find language for their authentic business identity, connect with their dream audience and find greater ease in their business.
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