The Caregiver Brand Archetype
The caregiver brand archetype
– Alice Hocker –
What the eff even are brand archetypes?!
Archetypes were first introduced by famous psychologist Carl Jung way back in the 1940’s.
If you wanna’ know more about the Jung’s theory, you can read my post over here, or you could just Google it because there are about a gajillion and one articles out there that talk about them.
So instead of trying to summarize his life’s work, this page is my version of how you can apply these babies to your business & life.
Let’s dive the heck in.
The caregiver brand archetype
Strengths
Providing comfort and service
Creating structure and stability
Building strong communities
The caregiver brand archetype
Goals
To take care of other people
To make a difference in the world
To protect people from harm
The caregiver brand archetype
Weaknesses
Can enable bad behavior
Prone to becoming a martyr
Difficulty saying no
The caregiver brand archetype
Fears
Instability / chaos
Being seen as selfish or ungrateful
Getting burnt out and becoming resentful
Saint
Real life Caregiver Brands
to see how even the biggest brands utilize their archetypes.
Selfless
Now that we’ve covered the basics…
Let’s dig into the FUN stuff, yo! 
TV Show
Emojis
Online Entrepreneurs
I can think of so many entrepreneurs that are killin’ it with their Caregiver Brand Archetype that it’s so hard to pick just one. The Caregiver Brand Archetype is a cool one because it can show up in so many different ways – clothing brands, health brands, personal-development brands, etc. But for this example, I want to show you someone who focuses on nurturing YOURSELF first!
Brittany Williams // Instant Loss
I’ve followed a lot of health/fitness/weight loss people over the years – they’re EVERYWHERE – but what I love about Brittany is how she focuses on nourishing your whole self.
She shares recipes online, writes books and cookbooks, etc. but she’s a great example of the Caregiver Brand Archetype because of the way she holds true to her values and they shine through in every touchpoint of her brand. Also, she’s got some delicioussss instant pot recipes!
Fictional Characters
Did you know that the archetypes all have a “shadow side” too? That’s why I’m showin’ ya the GOOD and the BAD side, so make sure to hover over the imagesto learn how each character fits the Caregiver Brand Archetype.
The caregiver brand archetype
The Good Side
Marlin
Marlin
Marlin is a great example of the Caregiver Brand Archetype, but he’s too overbearing so Nemo rebels and gets fish-napped! But then he totally makes up for it by swimming across the whole ocean to find him. #justkeepswimming
The caregiver brand archetype
The Bad Side
Mother Gothel
Mother Gothel
The caregiver brand archetype
The Good Side
J.A.R.V.I.S.
J.A.R.V.I.S.
J.A.R.V.I.S. totally takes care of Tony Stark. And yeah, I mean he’s not technically human, but that doesn’t mean he’s not a great representation of the Caregiver Brand Archetype. Humanity is overrated anyway. #jk
The caregiver brand archetype
The Bad Side
Thanos
Thanos
The caregiver brand archetype
The Good Side
Rubeus Hagrid
Rubeus Hagrid
The caregiver brand archetype
The Bad Side
The Dursleys
The Dursleys
The caregiver brand archetype
The Good Side
Brienne of Tarth
Brienne of Tarth
Brienne is a fierce protector of whoever it is that she’s with at the time. Lady Catelyn, Jaime, Stannis, Sansa, it doesn’t really matter. She likes to take care of other people.
The caregiver brand archetype
The Bad Side
Petyr Baelish
Petyr Baelish
My favorite part… Music! 
My favorite part… Music!
Rock n roll, baby
Simple Man // Lynyrd Skynyrd
This is such a great Caregiver Archetype song. I even played the Shinedown cover at my wedding when my hubby danced with his mama.
Country
Independence Day // Martina McBride
Is it just me, or are most of Martina’s songs like super sad…? I guess you can sing whatever you want when your voice is this effing amazing. This song is about a bad Caregiver, obvs.
Pop
You Get What You Give // New Radicals
Yeah, I know it’s the epitome of a one-hit-wonder, but it’s so dang catchy. And it fits the Caregiver Archetype perfectly, so how could I not include it?
My favorite Caregiver song
Forever Young // Bob Dylan
If you don’t know me yet, you should know I’m a bit of a music snob. And I’m really proud of it.
Sure, I can appreciate the occasional pop-y song for fun, but my heart lies with the true musicians who write and play their own music.
So it’s only fitting that this is my favorite song for the Caregiver Brand Archetype.
I absolutely love this song.
Every single version of it.
Especially this one.
And this one.
Social media profiles the Caregiver will love to follow
@jodimockabee
Click to follow on Instagram
@charitywater
Click to follow on Instagram
@thermaland.oaks
Click to follow on Instagram
@norbertthedog
Click to follow on Instagram
Caregiver Brand Archetype
Random internet thing
You never know what’s gonna’ show up in this section
It could be a picture, a person, a gif, a video, a meme, or something else. It’s a surprise for each Brand Archetype!
Caregiver Brand Archetype
Hey new friend!
Hey there, I’m Brooke!
I’m here to help you use your personality to stand out boldly and attract your ideal clients like a freakin’ magnet.
I just want you to focus on being you.
Because YOU are your differentiator.
YOU are your unique selling proposition.
YOU are your special sauce.
YOU are what your clients can’t get anywhere else.
Just let me teach you how to finally use it.
Learn how I can help
I know this was super fun and all, buuuuut….
Human brains are crazy, complex, amazing things, y’all
No one fits perfectly inside only 1 of 12 boxes
That’s why when you work with me, we find your top 3 Brand Archetypes and teach you how to apply the principles to your brand in a way that connects with your ideal audience on a primal, emotional level (hint: that’s where people make decisions). The better you understand your brand (and yourself), the better you can communicate your value.
Learn more about the other Brand Archetypes by clicking the images below.
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magician brand archetype examples
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maverick brand archetype examples
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performer brand archetype examples
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regular gal brand archetype examples
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ruler brand archetype examples
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HECK YES YOU ARE, BABY