Caregiver Brand Archetype


The Caregiver. The character who appears in stories in the form of a healer or nurse. Selfless. Always seeking to help others. The caregiver archetype is a highly valued and respected personality.

Archetypes are recognisable patterns of human behaviour - often amplified in stories. Stories are the way we make sense of the world around us. Therefore for those involved in the disipline of 'managing meaning' archetypes become a powerful tool which enable brands tell powerful stories. They help teams build extraordinary brands and create remarkable creative work because archetypes help to communicate on a deep psychological level with their audiences. More on the power of archetypes here. In this post we will review the Caregiver archetype building on the work of Margret Mark and Carol S Pearson in their book "The Hero and the Outlaw".