caregiver
Personality characteristics
A caregiver is an unselfish personality driven by a desire to protect and care for others, especially those in need. They are usually natal figures and take the needy under their wing until they are strong enough to take care of themselves. This personality is perfectly personified by the nursing profession and does not like to be patronized, although they love recognition for their efforts. Caregivers are not only reactive but preventive and tend to be in and around a harm event before or after.
Brand Strategies
The Caregiver archetype is an excellent choice for brands that help those in need. The people that such brands help are often vulnerable and sensitive and require a gentle touch. A warm, considerate, generous and nurturing approach offers a sense of security that will appeal to their needs. The aim of a Caregiver brand is to make its customers feel safe, protected and cared for. Carer brands may have to appeal to a wider audience as they often need outside input to provide care to those in need. In such a situation, education and conscientious messages can be key.