In Archetypes, Caregiver

The Caregiver Archetype

“Let me take care of that.”

The Caregiver archetype is compassionate, generous, and their meaning comes from helping others. Consistent and trustworthy, they offer a high level of customer service. A Caregiver brand may take care of others, or may support them so they can learn to take care of themselves.

Who’s a caregiver?

  • Nordstrom’s reputation for personal service is second to none. Their culture empowers every employee to truly care for the needs of the customer.
  • Luxury carmaker Volvo is less about flash and more about taking care of your family. The first with seven airbags? You bet it’s a Volvo.
  • Campbell’s soup gives us warm scenes with Mom serving a piping hot bowl of wholesome soup.

What do they look like?

The tone of a Caregiver brand is warm and welcoming. The language used is often instructive and the imagery may focus on people and softer edges.

What do they stand for?

Caregivers value generosity, fairness, compassion, altruism and communication.

Are you a Caregiver organization?

Take a closer look with the infographic below. Still not sure? Take our archetype quiz to uncover your organization’s archetypal identity!



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