Also called The Mother, The Servant, or The Martyr

The Caregiver is driven to help people and to take care of others.  You protect people from harm and you are known for going the extra mile.

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about the caregiver

The Caregiver is the person we reach out to in times of trouble, when we need to be cared for, and when we need to be nurtured. You are selfless and caring. You want people to feel safe with you.  You’re all about service, comfort, and you put the wellbeing of others above your own.  Be wary, though, of falling too far into sacrifice or martyrdom.  

Caregivers are compassionate and generous.   Ingratitude and selfishness are your biggest turnoffs.  

You comfort people who are fearful and instill a sense of reassurance and safety.

Well Known

Brands like Johnson & Johnson, Volvo, Proctor & Gamble, Toms

real estate graphic designer branding consultant
real estate graphic designer branding consultant
real estate graphic designer branding consultant
real estate graphic designer branding consultant

brand colors

Although most colors can be adapted to fit with a brand archetype, some colors work more easily with a Caregiver brand than others.  The Caregiver look pulls in colors that evoke a feeling of trust, harmony, and balance.  Shades of blues and greys used with white are common, as are soft greens. That doesn’t mean that you can’t use other colors, but make sure that your overall color scheme creates a feeling of calm, safety, or reassurance.  Your colors should be soft hues rather than bold or bright.

core values

Every brand’s values are unique, but there are commonalities within each archetype. 

The Caregiver Brand values compassion, generosity, and benevolence.

brand voice

The Voice: The Caregiver tone of voice is empathetic, caring, and reassuring.  You explain clearly with a compassionate tone.

celebrity caregivers

If you’re struggling to find the right voice for your content or marketing, use brands like Johnson & Johnson, Volvo, Procter & Gamble, orToms for inspiration.   When you’re looking for a human tone, channel your inner Princess Diana or Nelson Mandela.

real estate graphic designer branding consultant

princess diana

real estate graphic designer branding consultant

nelson mandela

your brand image style

The images that you choose as a Caregiver should reflect empathy, connection, and generosity.   Choose images that reflect possibility and that work well with your brand colors.  Home photos should feel soft, light, and welcoming.  When looking for stock images to show concepts, steer clear of any that are cliche.  Images should evoke a feeling of comfort, safety, or calm.

real estate marketing branding consultant strategy archetype

the caregiver


The Caregiver shares a quadrant with The Ruler and The Creator.  All three attract people who have a need for safety & stability.

the caregiver in real estate

The Caregiver in the real estate industry may be the agent who specializes in helping seniors or the one who loves first-time buyers.  Your niche is more about the people you serve and their specific needs as opposed to a particular home style or area. 

Your marketing should tell stories.  You can shed light on common problems and help to provide solutions.  Don’t shy away from reality but do it in a caring way.

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which archetype is your brand?

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