The Nurturer Archetype

“Love your neighbour as you love yourself”

Also called: Caretaker, Caregiver, Altruist, Saint, Helper, Supporter

Core desire: To protect people from harm.

Goal: To help others.

Fears: Selfishness and ingratitude.

Strategy: Doing things for others, service, focus on other people.

Gift: Compassion and generosity.

Marketing niche: Help people care for themselves.

Share your story: Volunteering, helping others, causes you are passionate about.

Example: Johnson & Johnson, Princess Diana, Salvation Army

Your customers feel: Loved, taken care of, safe, not alone, thankful.

Your customers most fear: Ill health, uncontrolled chaos.

The Nurturer is a good identity for brands 

  • where customer service is the main competitive advantage
  • that support families
  • in caregiving fields like healthcare and education
  • that help people care about eachother and stay connected
  • that help people care for themselves.


Are you the Nurturer brand? How can you apply this character to your buildings, grounds and interiors? Take our quiz to find out!

Learn more about brand archetypes: 


For most tourism businesses, working on your buildings and grounds is a big deal. There is a lot of money and time at stake and can be difficult to know where to start. So let’s just start with a coffee.