BRAND ARCHETYPES – THE CAREGIVER
Caregiver Brands bring order through care and service. Therefore, they can also be known as the protector, the saint or the selfless.
Caregivers are welcoming and inviting – they want to provide the best experience. This means they aim to put their client’s needs above all else. Their main goal is to help others. Above all, they desire to protect people from harm. This could be emotional, mental, physical or even business based. Care comes in many forms, but all Caregivers have great customer service.
What Makes the Caregiver Work?
Caregiver brands have the ability to create order, fairness and equality. Additionally, great Caregiver brands protect and create calm. They attract people to look after. As such, they can sometimes be seen as weak, manipulative or even masochistic to the casual observer. This can put people off interacting with the brand. It can also make them seem fake if their caring is insincere.
Caregivers, as their name implies, make great care brands. Above all, they have an ability to make people feel secure. This means they can better help people and do real world good. Caregiver brands are great at supporting the world around them in addition to their clients. At their best, they are generous, benevolent and strong. Their giving nature and altruism are naturally attractive.
If you’re interested in finding your Brand Archetype and how it can help your business, contact us here. You can also take this quiz for a quick look at your Archetype. Alternatively, book onto our Brand Adventurer course to discover even more about your brand.
ZELDA DE HOLLANDER
Our example of a Caregiver Brand in the ONLE Network is Zelda de Hollander Photography. In her own words:
Zelda is a commercial photographer based in Christchurch, Dorset. She offers business photography and aims to help make the process as easy as possible for her clients. Whether it’s food, venues or people, her process involves making sure her clients are taken care of, and her customer service is second to none.
With both studio and location based photography available, she provides options that make her clients feel well taken care of.
Zelda’s brand is simple and elegant, giving a feeling of care and attention. The simple, monochrome signature logo is both personal and welcoming, showing that she will be the one to care for any client who takes on her services. An open, spacious brand identity ensures focus remains with the client’s needs. By creating a brand that isn’t fussy, it shows a desire to get to find the client’s requirements and take care of them.
Zelda’s brand is one of giving – it is generous, and yet confident in it’s simplicity.