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The Mother - Brand Archetypes Skip to content

The Mother Archetype

The big idea: Do nice things for others! Be caring.

What Does it Mean to Be a Mother Brand?

The Mother Brand’s number one priority is service. They are nurturing, supportive and compassionate. The Mother brand’s purpose is to focus on others. Clients and customers feel cared about and cared for. You always have their back. If you're a guide – if you hold their hand and see them through every step of the process, from start to finish, you are likely a Mother.

The Mother Archetype is the one stand-out choice if your singular focus is high-touch customer service.

The Mother is also known as: caregiver, doctor, healer, matron, grandmother, mom, parent, caretaker, nanny.


Several archetypes can be broken into 2 or more sub-archetypes.  The Mother is one of those. The Sub-Archetypes are:

The Mother Archetype

The Caregiver

Nurturing, Supportive, and comforting. Always helping others..

The Doctor Archetype

The Doctor/Healer

Provides an optimistic and healthy environment to thrive.


Is Your Business a Mother?

  • Do your customers feel supported and care for?
  • Is customer service a high priority?
  • Do your customers value security and loyalty?
  • Are your products and services supportive, healthy or service oriented?
  • Do people buy your products and service because they are “part of the family?”
If you said "yes" to any (or a lot) of the above, you just may be a Mother!


We're Here For You

Compassion, sympathy and trustworthiness. You can always count on a Mother brand to be there for you, care for you, and believe in you. Customer service is #1


I'm SO Busy!

Caring for others at the detriment of yourself. Stretching yourself too thin. Being exploited or positioning yourself as a martyr. It would be a disaster if these time constraints resulted in your clients being harmed in any way.


We'll Take Care of That

If your competition is weak on customer service and loyalty, you can step in and give people a sense of security. Your clients and customers will feel appreciated and supported.



Selfishness, uncaring, and ingratitude are poison to the Mother Archetype — just like they would be to your own mother. A Mother must ALWAYS be in touch with how their customers feel.

Examples of Great Mother Brands

Watch Some Great Mother Ads...