Your greatness is not what you have, but in what you give.

– Alice Hocker –

What the eff even are 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. 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.

Strengths

Providing comfort and service
Creating structure and stability
Building strong communities

Goals

To take care of other people
To make a difference in the world
To protect people from harm

Weaknesses

Can enable bad behavior
Prone to becoming a martyr
Difficulty saying no

Fears

Instability / chaos
Being seen as selfish or ungrateful
Getting burnt out and becoming resentful

Saint
Supporter
Helper
Altruist
Parent
Guardian

Real life Caregiver Brands

Click the logosto see how even the biggest brands utilize their archetypes.
Caregiver Brand Archetype
Selfless
Empathetic
Generous
Compassionate
Patient
Comforting

Now that we’ve covered the basics…

Let’s dig into the FUN stuff, yo!
Caregiver Brand Archetype

TV Show

Emojis

Caregiver Brand Archetype

Online Entrepreneurs

I can think of so many entrepreneurs that are killin’ it with their Caregiver Brand Archetype that it’s soooo haarrrddd to pick just one. So don’t tell anyone, but I’m gonna’ break my own rule and give you this pair of ladies. They’re both great examples of the Caregiver Brand Archetype. Plus, they send you pics of their adorable little boy in their emails. So, you know, that’s a win.

Jordana Jaffe // Nourished Boss

She’s created the ultimate warm & fuzzy corner of the internet with her positive/feel-good/self-care/mindset coaching.

Follow Jordana:         

Genavieve Jaffe // Sparkly Lawyer Extraordinaire

She’s a glitter-tossin’ attorney (so she could’ve just as easily fit into the Innocent page, too!) that helps female entrepreneurs cover their booties with easy legal contracts.

Follow Gena:         

BONUS!

These two ladies can also help you get your booty in shape, too! Because they’re total rockstars, they also run another biz as health coaches called the Cozy Fit Fam!

Caregiver Brand Archetype

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 Archetype.

THE GOOD Side

Marlin

Marlin is such a great example of the Caregiver Archetype. But he’s too overbearing, so Nemo rebels and gets fish-napped! Then he totally makes up for it by swimming across the whole ocean to find him. #justkeepswimming

THE BAD Side

Mother Gothel

Mother Gothel is just a big ol’ selfish jerk. She keeps her (stolen!) daughter hostage so she can have Rapunzel’s magical hair all to herself. Which is pretty shitty.

THE GOOD Side

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 Archetype. Humanity is overrated anyway.

THE BAD Side

Thanos

Usually adopting 2 kids is a pretty good “Caregiver” thing to do, but Thanos only adopted Gamora and Nebula so he could train them to be badasses and do his evil bidding. Umm, not nice.

THE GOOD Side

Rubeus Hagrid

I love me some Hagrid. He’s really just the best. I’d never let him pick out a pet for me, but I’d choose him to have my back any day. He’s always there when they need him, making him a perfect fit for the Caregiver Archetype.

THE BAD Side

The Dursleys

Well they’re just awful. Caregiver’s are prone to martyrdom, and the Dursleys fit the bill all day long. They tell Harry that they’re doing him such a big favor by letting him sleep in a cupboard under the stairs. Really…?

THE GOOD Side

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 BAD Side

Petyr Baelish

AKA “Littlefinger.” AKA “The hardest character for me to figure out.” Why is he taking care of Sansa?! But that’s what makes Game of Thrones so cool, right? You get to see all sides of a character, good and bad. And it proves that karma’s a bitch.

Caregiver Brand Archetype
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.

Caregiver Brand Archetype

Social media profiles the Caregiver will love to follow

@jodimockabee

Click to follow on Instagram

@charitywater

Click to follow on Instagram

@bestofmom

Click to follow on Instagram

@norbertthedog

Click to follow on Instagram

Caregiver Brand Archetype

Pin this page!

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!

Simon’s Cat

I’m not even a cat person… like at all… but I love Simon’s Cat! Simon is such a good cat-daddy and these things are freakin’ adorable.

Follow Simon’s Cat:
          

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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DESIGNED BY ME, DUH.
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