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Creating A Powerful Brand Using The Power Of Caregiver Archetype
These days, a large number of businesses are using the very common and popular tool brand archetypes. Basically, archetypes are personified symbols that represent the aspirations, not just in a material sense, but in a more mystical sense. When it comes to connecting with the customer, brand archetypes are considered the best in building deep and meaningful relationship with the customers.
If you are into marketing field, you must have felt that the people you are trying to connect with are not getting or understanding you. There may be the probability that you are not communicating the right message to your target audience. The solution to these problems is to use the power of ancient archetypes in your personal branding strategy.
Now you must have noticed certain brands, advertisements, movies or celebrity personalities seem to instantly connect with the audience. Actually, these brands are communicating a story and meaning to you. As per the recent market research, the most powerful brands consistently embody the personal of ancient archetypes. Archetypes are believed to be universal characters that live within the collective unconscious of people all over the world. By giving a representation to our core human needs, archetypes can evoke strong, deep emotions that everyone can connect to, and understand.
A brand archetype allows easy communication with the customers without going into the whole story every time. But for the small businesses, having brand archetypes seems to be much trickier. The reason behind is lack of huge advertising budgets and huge teams in small businesses. Therefore, small businesses require specialized brand archetypes that can meet the unique requirements of the business with a small team and limited resources.
There are numerous archetypes available for the businesses and each of these archetypes possess powerful identities that signal the fulfillment of basic human desires and emotions, and releases deep emotions and yearnings within us. One of the more popular business archetypes is the caregiver. The caregivers are known for their compassion, selflessness, and generosity. They are driven by their requirements to protect and care for other people. Caregiver businesses have an innate capacity for nurturing and offer protection, safety and support for their customers.
The Caregivers are compassionate, strong and generous on a positive note, but on the negative side, they are manipulative and co-dependent.
When branding your business, using the caregiver archetype will immediately make your marketing easier and make you feel more confident because you are authentically communicating who you are. The message of individuality and expression is so powerful which makes your ideal client intuitively understands you, and be attracted towards your brand.
Exploring Brand archetypes: The caregiver will help you know how caregivers can bring life to your brand. Whether you are developing your personal branding strategy for the first time, or rebranding, using caregiver archetype will separate the ordinary brands from you. The Caregiver archetype is considered a perfect fit for you if your business helps customers to nurture people, give protection to their loved ones, support their families, or serve the public sector including healthcare, education, etc. In addition to serving public sectors, almost all baby care brands are based on the caregiver archetype which functions under a different name-the Mother. Their tone of voice is warm, thoughtful, and motherly which focuses on making the customers and their loved ones feel loved, secure and cared for.
Key Characteristics and Values: The Caregiver
Aim: Help and care for others
Strategy: Protecting others
Key attributes: Empathetic, supportive, generous, altruistic, selfless, and compassionate
Greatest fear: Selfishness and Ingratitude
Personalities: Supporter, advocate and nurturer
Usually, the caregiver archetype is associated with the maternal and paternal instincts parents have in protecting their children, to the point of self-sacrifice.
The Caregiver Consumer
The caregiver consumers are continuously trying to achieve balance in caring for other so that the associated brands can speak to this struggle will resonate with those individuals. Moreover, the caregiver consumer also likes to be known for their service as it is a task that it is often unappreciated or goes under the radar.
In this modern world of business, the available 12 archetypes are playing a crucial role in branding a business, and providing them attributes that can enhance their message. These archetypes are based on different motivations for the observer.
It is highly recommended to know your business first while picking the right archetype for your brand. This is because the archetype you select will be a true representation of your brand.
Author’s Bio: Jeff Hardy is Step Change’s reputed founding partner who understands the business values and focus on people and systems for coordination and collaboration. Step Change is a leading digital creative agency which works with a motive of creating a full ground-up digital offering to challenger businesses. Here you can get the best services with creative, strategic, and technical development of screen-based products and services.
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