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Brand Archetypes – The Lover, The Everyperson & The Caregiver

Innovating Belonging: Socially Motivated Archetypes

Late last year we found an excellent clip titled “The Innovation of Loneliness”. It offers a candid perspective on our social nature and the possibility that online social networks perpetuate a sense of loneliness.

We’ve all seen it. The constant one-upmanship: Better selfies; better beaches; better houses. Better lunches. What was initially an innovative platform to engage with others in a new and refreshing way, may have become a source of exclusion and dissatisfaction.

Finding your brand’s voice is a process. By acknowledging the possible “Innovation of Loneliness” and the way we communicate with each other, you can choose instead to innovate a sense of belonging.  Use your brand’s voice to foster motivation, care and support.

Socially motivated brand archetypes share two things in common: a sense of selflessness and the ability to reassure. Each type motivates others to better themselves in some way. As a basis for your brand identity they construct an image founded on support and belonging.

The Lover

Consider Casanova- the world’s most infamous. He is known to have declared that “without speech, the pleasure of love is diminished by at least two thirds”. For all his philandering, the guy was onto something. Communication is vital to building lasting relationships.

Building on this idea, Lover companies motivate others to utilise their personal gifts.

Some significant brands that use The Lover as their brand platform are eHarmony, Victoria’s Secret and Porsche. The provocative intimacy they foster through their marketing leaves their audience with a sense of being acknowledged on a deeper, more personal level.

With the recent celebration of Father’s Day, Dove released the hugely successful campaign “Calls for Dad” (If you didn’t call your Dad, I’m pretty sure you’re going to now).

Dove plays on the universal experience of a father’s support and the notion that ‘you’re the only one’. This ideal is common to Lover types. The strategy evokes connection to the brand by actively conjuring memories and personal experiences.

The Everyperson

In the pursuit of betterment, Harry Potter ran into a wall. Without the inherent resilience the Everyperson embodies, Harry would not have persevered (headlong into said wall) to meet his comrades, forge alliances and overcome some pretty full on evil majestic dudes. Go champ.

Motivating others to do their best, the Everyperson business fosters camaraderie and pride amongst their employees. Unpretentious and empathetic, at their core, the Everyperson is driven to create productive and familial teams.

Levi’s and Target are great examples of Everyperson organisations. Also Ikea, known for its functionality and self assembly. The genius behind Ikea’s approach is that by giving their customers an opportunity to engage with their product in a hands on way, they offer their customers that sense of belonging. There’s a sense of pride and ownership. Through perseverance comes achievement.


The Caregiver

An altruist in all capacities, the Caregiver is the personification of compassion. Caregiver businesses offer support and advocacy. Their selflessness is infallible.

The Caregiver brings about change and optimism. Mother Teresa and Princess Diana were leaders in their time. They worked tirelessly to better the lives of the disadvantaged. Their motivation was to help others and ultimately, to educate others to help themselves.

A classic Caregiver company is Campbell’s Soup. They offer comfort, connection to home and safety. Volvo’s identity has also been founded on the same ideals of care, safety and nurture. Medicinal brands like Panadol and Nurofen fall easily into this category given the simple notion that they will help you.

Innovate Belonging

When we use these socially motivated constructs to inform your brand identity, the core values become intrinsically linked to the essence of your business.

If the notion of ‘innovating belonging’ rings true with your business ideals, you may very well be the next Harry Potter, Casanova or Mother Teresa. Go forth and run headlong into those walls.

Read More:

Brand Archetypes Explained

Brand Archetypes – The Explorer, The Jester & The Rebel

Brand Archetypes – The Innocent, The Ruler & The Sage

Brand Archetypes – The Hero, The Creator & The Magician

Curious to know what your companys archetype could be? Think we can help your brand stand out and really connect you to your audience? Then drop us a line at and well have a chat.