i got your results!
you are the caregiver
Caretaker, Nurturer, Supporter, Parent, Helper, Saint, or Altruist
Providing structure to the world
"What [you] need is an enduring and reliable compass - a fixed place that illuminates both where [you] are and where [you] must go.
[...] the theory of archetypes can act as this compass."
The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes
What are BRAND archetypes?
Brand archetypes are like the personality traits of your business—they're the heart and soul behind your brand that helps you connect with your audience on a deeper level. Think about the difference between hearing general information about a business and being able to subconsciously imagine that business, and yourself, as familiar characters in a story. See how much more interesting that is?
This character, or archetype, can guide how your brand communicates, what your values are, and how you make people feel. It's about finding your unique voice in a crowded world and building a relationship with your clients that feels genuine and meaningful. For creative online business owners, tapping into your brand's archetype isn't just about marketing: embracing your archetype helps make your business a true reflection of what you stand for and the impact you want to make in the world.
This concept was influenced by Swiss psychiatrist Carl Jung and developed by co-authors Margaret Mark and Carol S. Pearson in their book The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes (2001). They explored 12 archetypes that fall under 4 main categories: independence, belonging, stability and mastery.
Embracing your archetype helps you build a consistent brand with strong messaging, strategy, story, identity, and positioning.
"The Caregiver is an altruist, moved by compassion, generosity, and a desire to help others. [...] Often, Caregivers take much better care of others than they do of themselves."
The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes
Your values include empathy, listening and trust. You understand the complexity of caregiving and the importance of supporting rather than suffocating. You are ready to show people you care, instead of telling them.
A Caregiver identity might be right for your brand if:
- your product or service provides support to families
- your product or service is associated with nurturance
- you offer services in fields like: education, health care, well-being...
- your product or service helps people to connect or care about others
- you help people care for themselves
- you're a non profit
- your customer service is unparalleled
your motto
Love your neighbour as yourself
GOAL | to help and serve others
STRATEGY | doing things for others
CALL | seeing someone in need
CORE DESIRE | protect people from harm
SUPER POWERS | providing a sense of comfort, security and service
TRAP | give too much or self entrapment of others
FEARS | ingratitude, selfishness, and overextending their generosity
VOICE | welcoming, supportive, down to earth
With all this knowledge,
you can infuse more meaning, personality, and purpose into your brand. The overall feeling you create in your branding, design, and words is what tells someone if your brand is for them or not. Letting your archetype influence that feeling can help attract the right client to you.
Start implementing some little things
you’ve just learned, like shifting how you speak to your audience. As you're the Caregiver, words that could describe your brand feeling and tone are: care, give, support, nurture, warmth, compassion, empathy…
You can also show your Caregiver personality
by truly nurturing your audience with your design and image choices. Think comforting, cozy vibes that never lose the human touch. You can help create this feeling through handwritten fonts, soft or warm color choices, and photos that feel calming and reassuring.
EMBRACE YOUR IDENTITY
WITH ARCHETYPE-INFORMED,
story-inspired SHOWIT TEMPLATE DESIGN
Visit the shop, The Archetype Atelier, to explore a template
designed just for Caregivers, and let your imagination run wild.
Let’s unlock the power of your uniqueness
and create a brand experience that evokes emotion and inspires connection.
BUILD A semi custom brand
TAILORED PERFECTLY TO WHO YOU ARE,
DESIGNED TO EXPRESS
THE very soul OF YOUR BUSINESS
MEET YOUR ARTISTS & ALCHEMISTS
Clarisse
Brand & Web Designer for Quiet Souls
Soulspell Studio
@soulspellstudio
Theresa
Website Copywriter & Meaning-Maker
Little Flame Creative
@littleflamecreative
We are The Archetype Atelier
EMAIL ADDRESS FOR SUPPORT Qs
