Brand Personalities

The Caregiver

The Caregiver brands are most successful at providing consistent, high-quality service or care; creating stable and nurturing environments; and advocating for others at a very high level.

Attributes: altruistic, selfless, nurturing, compassionate, empathetic, supportive, generous

Motto: Love your neighbour as yourself
Core desire: to protect and care for others
Goal: to help others
Greatest fear: selfishness and ingratitude
Strategy: doing things for others
Weakness: martyrdom and being exploited
Talent: compassion, generosity

The Caregiver may be right for your brand identity if:

  • it gives customers a competitive advantage
  • it supports families (products from fast-food to minivans) or is associated with nurturing (e.g. cookies, teaching materials)
  • it serves the public sector, e.g. health care, education, aid programs and other care
  • giving fields
  • helps people stay connected with and care about others
  • helps people care for themselves
  • is a non-profit or charitable cause

The Caregiver is also known as:

  • Supporter/advisor: Lends a helping hand, support, or counsel to others
  • Advocate: Stands up to others on behalf of those in need
  • Nurturer: Provides comfort, kindness, and compassion to others
  • Service provider: Provides consistent, high-quality service or support
  • Altruist: Gives selflessly to make a difference for others


WRD has created a Brand Personalities online app which through a series of steps we are able to determine (alongside the business owner) what brand archetype they are. For more information on this service, please call 02 4732 4766 or email your enquiry.