“Love your neighbour as you love yourself”
We are Caregivers. Caregivers are selfless personalities who are driven by the desire to protect and care for others, especially those in need. We are often maternity figures and take those who are in need of care, under their wing until we are stronger to take care of ourselves.
Simple kindness and good deeds just don’t cut it for the Caregiver. We won’t be impressed with a customer’s weekend spent volunteering or that one donation audiences made to charity. We’re motivated to take control of a situation if we believe we can make it better for the people involved. Customers are always in good hands with a caregiver.
The “zodiac” sign to recognize Caregiver:
- Promise: Safety
- Core desire: Comfort and care
- Goal: To help and protect other people
- Fear: Change or overbearing
- Strategy: Provide unparalleled care
- Gift: Making people feel safe, fostering trust, generating public support for the socially-minded service they provide
- Motivation: Give more opportunity for change thing like
- Categories that tend to have the Hero at the foundation: Health & Aged Care, Not-for-profits, Hospitals, Education
- Example brands have “the Caregiver archetype: Unicef, WWF, Heinz
How to bring Caregiver to life
Caregiver brands always put their customers first, and this needs to reflect in everything – from their products and packaging to advertisements and overall brand voice.
The Caregiver’s target audience relies on them for compassion and support. This is why they’re likely to respond to marketing campaigns that incorporate emotional elements or show empathy towards their lifestyle.
There’s a fine line between showing empathy or giving motherly advice and coming across as bossy and overbearing. Caregiver brands should always be careful not to cross that line, or they might risk alienating their target audience.
Which kinds of consumers match with Caregiver?
Caregiver brands resonate with customers who demand the best when it comes to protecting their family or loved ones. They are well rounded individuals who care about life and living well. The target audience would respond to care and empathy based strategy and marketing campaigns.
What is a Brand archetype?
Brand personality or a set of human characteristics is a part of brand equity, go along with brand image, consistently appear on brand’s communication and advertising activities. As such, a brand personality is something to which the consumer can relate. And building a strong brand archetype has a pivotal role in imprinting brand image in the consumer’s mind.
Why brand should own an archetype
In fact, most famous brands we know in the world like Nike, Starbuck, Volvo, Apple have developed and owned for themselves at least one archetype since brands were borned.
But owning an archetype is usually seen as a superfluous activity and underestimated by many SMEs business owners who take their first steps on the brand building process. No one tells them the true potential of embracing an archetype in terms of competitive advantage and attracting the right customers.
Archetype helps brands stand out
Do you want to know how to stand out in a crowded market? A powerful archetype might be the solution. Archetypes motivate you to go deep into your brand’s history and discover the why behind all you do. The people, locations, and ideas that influenced the beginnings of your company are absolutely unique to your brand. This is especially crucial to remember if your business and another company in your sector have the same archetype.
Archetype makes up the color of brand experience
Archetypes set the tone for consumer interactions and relationships. A brand with a caretaker archetype, for example, will radiate a helpful, pleasant, and supporting demeanor. After establishing these traits, a consumer will build expectations for the next brand experience. Hopefully, the brand lives up to the hype. When this occurs, a consumer comes to trust you and your products. A loyal client base is built on repeated, consistent encounters.
Archetype helps to attract right customer
The value of archetypes lies in their ability to be individually adapted to the requirements and desires of your audience. In other words, archetypes are used by businesses to create a link between a customer’s demand and your offering. This enables people to realize how your product may help you achieve your personal objectives, in a deeper way, more authentic interactions with customers.Obtaining an archetype with a clear set of characteristics, tone of voice, the way brands appear on each media platform will help the brand stand out in the crowd where everyone is trying to walk in the fog without any self-brand understanding.