The Caregiver archetype for coaches and creatives

Caregiver archetype

We all know the Caregiver archetype pretty well. A person who has a strong Caregiver archetype is frequently a devoted mom – if you’re a mom, you love this role. Also, this archetype includes anyone who just loves taking care of those who are more vulnerable.

The Caregiver Archetype Vibe:

Nurturing, warm, caring, accepting.

The Caregiver Archetype Purpose:

To help, support, nurture or care for others.

Emotions Evoked:

To feel loved, taken care of, safe, stable, and protected.

The Caregiver Archetype Strengths:

Compassion and generosity.

Be Careful With:

Caregivers can have the tendency to want to fix everything, which means they may end up exhausted and overwhelmed.

The Caregiver Archetype Likes:

  • Love of family and community.
  • At more advanced levels, the Caregiver cares not only for her family but also about society and the planet.

The Caregiver Archetype Dislikes:

  • Selfishness.
  • Ingratitude.

The Caregiver Archetype Colors:

Caregiver colors tend to be warm, soft, and calming, just like this archetype feels.

The Caregiver Archetype Examples

Products and services with a Caregiver archetype are soothing and calm, like hot chocolate.

Katrina Scott has built a nice visual brand with a strong, maternal Caregiver archetype:

Her messaging is also pretty Caregiver: “My love for community and bringing women together with a shared goal was sparked in college”.

Johnsons Baby is a classic Caregiver brand. It shows warm, gentle, soothing images of parents and their babes:

Another brand that I love and that has a strong Caregiver presence is In Honor of Design by Anna and Gabe Liesemeyer. They talk mostly about family (raising their 6 kids!) and home design. They also frequently mention the causes they support and provide lots of helpful tips and tricks that make their audience feel “taken care of”.

How to Express Your Caregiver Brand Archetype

A Caregiver brand can be not only about care for others but also about self-love. So any service that is about pampering or caring for yourself is a good candidate for this archetype.

Use images of environments that seem manicured and safe (for example, cultivated gardens vs wild forests). Maybe, your service helps your clients be more effective at caring for others. In that case, your brand should showcase how your clients care for other people. In fact, people who spend time caring for others really appreciate a brand that will care for them.

Also, use soft, nurturing, soothing and reassuring words and images.

Want to know more?

Like what you’re reading? Click here if you’d like to explore the other 11 brand archetypes.

Also, if you want to explore your archetype more in-depth and learn how to express it in your brand, book a Brand-In with me. For 3 hours, we’ll look at you, your business, and where you want to go. After, I’ll send you a plan with your biggest brand and business opportunity, and next steps to implement it.


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I'm obsessed with branding, and have been doing it for +15 years. First, working with luxury brands at L'Oreal, then at an agency with  some big-name clients. But when it came to creating my own brand - it was a lot harder. Too many ideas and inspiration. Too much confusion and overwhelm. Until I discovered brand archetypes, and got the beautiful clarity and direction I needed.

Today I love helping women create timeless, clutter-free brands that focus on the essentials.  And that give you the confidence of knowing exactly how to grow your brand and businesses. 

And I work in English and Spanish - hablemos!