Human Driver: Stability & Control


CAREGIVER brands are all about nurturing and caring for others – common characteristics include altruism, compassion, patience and empathy.

Famous CAREGIVER examples include Florence Nightingale, Princess Diana & Mother Theresa.

If your business provides exceptional customer service that you class as a competitive advantage, then the CAREGIVER archetype might be a good match for you.

The CAREGIVER archetype is typically associated with charities, not for profit organisations and healthcare providers.

Brands who adopt the CAREGIVER archetype may provide support to families, help people stay connected or help people care for themselves (not just others).

You may be surprised to know that the CAREGIVER archetype is often used for services which have a political element.

The Caregiver - Key Facts


Love everyone as you love yourself

Also Known As

Angel, Guardian, Healer, Samaritan

Why people love you

You’re always there when needed and you put your purpose before yourself


To help others or take care of something

Human Desire

To nuture

Brand Values

Compassion, Empathy, Calmness

Brand Behaviours

Provides empathy, support and understanding

Brand Characteristics

Heartfelt, Accommodating, Considerate, Generous, Dependable, Caring

Famous Caregiver Brands

VOLVO:  “At Volvo, everything we do starts with people. So our mission to make people’s lives easier, safer and better is something that comes naturally to us. It’s the Volvo way. Today, we’re still as focused as ever on our three core values: safety, quality and care for the environment.”

Related Archetypes

Archetypes which also have Stability & Control as their human drivers – RULER & CREATOR.

Related to:  The INNOCENT archetype, because it is usually the CAREGIVER who makes the INNOCENT’S desire for a safe and beautiful world to come true. (Think of a PARENT & CHILD relationship)

Want to know more about the CAREGIVER archetype?

Access everything you could possibly need to know about the CAREGIVER, including swipeable ideas for your brand, with my CAREGIVER Brand Mastery course – COMING SOON!

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Not sure if the CAREGIVER archetype is right for your brand? Take my brand archetypes quiz

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