Amongst the twelve brand personality types, the Nurturer radiates a gravitational pull. A source, and force, of comfort, safety, reassurance – the Nurturer has the power to make you feel better, and perhaps more importantly, do better. It really is catching; they envelope anyone close by into an aura of compassion – a contagious atmosphere that creates a common cause, one we feel we ought to get behind. And whether that investment is founded in your own wellbeing, in the wellbeing of others or in something less tangible, community, climate or culture, you’ll feel compelled towards making your own contribution.
Our token nurturer is the comedy class-act Dawn French. Her infectious grin, hearty laugh and warm, assuring expressions have been an on-screen comfort blanket to many. And whilst her portfolio of acting roles is expansive and varied, its binding is woven together with a common thread of reliability, honesty and a steadfast consistency. For an audience, Dawn’s presence feels parental – a motherly energy loaded with empathy, understanding and of course, zero-tolerance towards the ingenuine. From the loveable Vicar of Dibley, who occupies the unlikely crossover between God’s earthly representative, village socialite and agony aunt, to one half of inseparable duo French and Saunders – Dawn French is an open armed, whole-hearted, (virtual) hug. All of this contributes to making her philanthropic endeavours even more earnest, championing charities and good causes, becoming the voice for those who aren’t heard, Dawn is the very person you’d want fighting your corner.
So how does the nurturer personality stay true to its values and gently transfer itself to the world of branding, marketing and advertising? Where would we start but with the global ambassador for children everywhere. UNICEF help children and young people across the globe to fulfil their potential, they ferociously defend rights and protect lives across 190 countries; the ultimate nurturer across ethos, vision and promise.
At the end of last year, the world’s largest children’s charity, partnered with The Copyrights Group to secure permission to use Paddington Bear as part of a revolutionary campaign: Paddington’s Postcards. In what is undoubtedly a challenging time for non-profit organisations, UNICEF needed to look at ways to respond to the current climate and to develop their brand identity in a way that’s relevant to consumers in the here and now. The new, innovative idea asked parents to donate £8 per month to UNICEF causes, and in return, their children would receive a personally addressed postcard from Paddington Bear. The clever campaign saw Paddington globetrot with purpose, meeting children from countries across the world, explaining how they live, how certain privileges afforded to UK children might not be extended to their lives, and what UNICEF is doing to help. With the turn of every month, a postcard arrives with new stories that delight in both education and entertainment. The genius of this campaign of course is multifaceted and using a fictionalised figurehead who himself epitomises nurture, kindness and compassion, is just the beginning.
UNICEF needed to decide on the right channel to deliver such poignant content in a way that drives optimal engagement, balanced with achieving a CPA in line with, or ideally better than the business-as-usual benchmarks for Regular Gift acquisition. It was Facebook that ticked the right boxes, a platform that presented the opportunity to target parents in their browsing downtime, and when they are wearing many hats (parent, fan, colleague etc), to inspire a new activity to share with their children.
As the campaign grew, the organic stream of content began to expand, becoming a discussion point between families and parents who were invested, both financially and emotionally, into the mutual benefits of this UNICEF’s campaign. By creating exciting and topical content tuned perfectly to a climate where there are limits on both traditional education and on travel, the brand stepped in as a wholesome, earnest Nurturer. Delivering not only tangible benefits such as important information, narratives and collectable trinkets, but also priceless shared moments between a parent and child, moments that ultimately build a pivotal understanding of poverty, disadvantage and hardship. And in turn, tethers a connection to what UNICEF do, as a brand who is there for children in danger.
A brand with nurturing powers a little closer to home is Headspace. Headspace is the mindfulness and meditation app that seeks to provide anyone with the tools to deal with stress, anxiety and worry. From their brand name to their logo and iconography, Headspace is a brand that exudes goodness and comfort. Couldn’t we all do with a little more mental breathing space? Room to think, to learn, to grow? Well that’s exactly what the brand and product promise. With a primary colour pallet and simple shapes, the message isn’t overcomplicated or heightened by dramatic footage or illustration. Instead, a concerned circle is overcrowded by other shapes until a deep breath and a moment of Headspace elevates the pressure and the circle sighs with relief. It’s simple and it’s clever, and the image itself nurtures, before we’ve even reached the App Store.
And as is the nurturer nature, they too heard the call to arms created by the pandemic and launched a campaign that fully realised their status as a true caregiver. Their ‘be kind to your mind’ adverts carried an important announcement; a free yearly subscription to anyone in the US left unemployed as a consequence of Covid-19. The ad is narrated with by Andy Puddicombe, the former Buddhist monk who voices the majority of Headspace’s guided meditation courses, offering a soothing soundtrack to their altruistic message. From aesthetic to ethos, Headspace deliver on their role as a giver, making good on the ‘Headspace Promise’ – a commitment to providing free mental health resources in times of crisis.
For some brands, aligning their identity with Nurturer qualities is not so much a birthright but more a decision made later in a company’s lifecycle, in order to improve public opinion. Flora, and their range of spreadable perishables, had faced substantial criticism for their supposedly unnatural ingredient list. A relaunch was needed, and one that looked to the blueprint of Nurturer brands. Partnering with the Eden Project, Flora created their ‘Powered by Plants’ campaign – making the focus the very antithesis of the unsavoury headlines. The chosen mascot for message was a green giant – a diplodocus dinosaur made entirely from 750kg of plants, and whose stage was set as a Westfield shopping centre in East London.
The prehistoric relic saw his unveiling coincided with the Easter school holidays, when footfall to the centre would naturally swell, increasing exposure to the campaigns target audience of children and families. And with parents recognising the new and improved health benefits of the product, and kids spotting that some of the biggest creatures on earth were powered by plants, the brand rebuilt its foundations as a Nurturer. This paved the way for the projects to come, like a partnership with British Heart Foundation, campaigns to raise awareness of heart disease and the launch of Flora ProActiv – a product clinically proven to lower cholesterol. All causes worth spreading.
And just to prove that brands need not have obvious wellbeing benefits to align themselves as Nurturers, here’s perhaps an unlikely suspect. Volvo buckle their ad content to their safety promise. Coining the hashtag #ForEveryonesSafety the series of recent campaigns document the various measures designed to protect and save lives. From a particularly emotive ‘A million more’ ad, which draws on the brands pivotal role in inventing the seatbelt and consequently saving over a million lives from road traffic accidents, to a dynamic showreel ‘a runner, a pedestrian, a cyclist’, which documents how each of the before mentioned road users are protected by Volvo vehicles. To their most innovative measure yet, LifeSaver – a initiative being piloted in Holland whereby twenty Volvo owners take to the road with an AED (Automatic External Defibrillator) in their car.
The portable device – which can restore the heart rhythm with an electric shock in case of cardiac arrest – is linked to Heart RateNow, the national call system for resuscitation by civil aid workers. A huge PR story, the ad content used to promote LifeSaver reels through global news stories filled with positive praise for the brand, along with a flurry of social engagement from the public. A truly multidirectional campaign that puts Volvo’s brand identity as a real Nurturer firmly (and safely) in the driving seat.
At Glorious, our brand design team have supported a number of clients looking to communicate care and kindness to their consumers. VetPartners UK – one of our long-standing clients – are continually looking for ways to make what can be a rather difficult ordeal for both pet and pet-parent, a more calming experience. One idea made its way to their brand signage; across the waiting rooms of their veterinary practices up and down the country, you’ll now find the stories of hairy heroes. Like Lulu the pig, whose heroic quick-thinking saved the life of her human companion. By placarding the narratives of these wonderful creatures and making them the champions of the VetPartners brand, the message is one of genuine investment in the welfare of our fury friends.
Another client, this time one in the way of human healthcare, approached us looking for help in ways to bring back their brand smile. When Colosseum Dental, a pan-European dental group, acquired Southern Dental it was generally acknowledged there was a great deal of work to be done to address the many challenges the business faced. Not least with the brand identity, but also with the refurbishment and branding of 80 dental practices, raising staff morale within the business, reinstating patient confidence, and most importantly of all, delivering amazing patient care.
By (painlessly) injecting a great lease of life into everything from reinvigorating the brand and redefining the values and attributes, to the external signage and internal wayfinding in centres, the Glorious team delivered in giving the brand a bright, welcoming and enthusiastic proposition that felt right for reassuring consumers that they could be trusted to, well – remove a tooth. Now that’s a pretty high benchmark for a Nurturer brand, but with a collateral loaded with smiling testimonials, treatment videos, film content and diverse patient and staff photography – we helped them do it.
Our arsenal of caregiver brands also includes Hestia – the studio of exclusive London-based interior designer, Natalia Barbour. The brief was to create a brand that positioned the studio as highly creative, with clearly defined services and offerings. Extensive research led us to brand name Hestia – meaning the goddess of the hearth, architecture, the right ordering of domesticity, the family and the home. From there, that narrative translated across each of the outputs, including the brand logo, which became an abstract version of the symbol of Hestia. The comforting ‘hearth’ theme runs throughout, from the gold-foiled iconography to the extended colour palette of Flame Orange, Burnt Umber and Charcoal Black. All creating a brand with enough warmth and welcome, to heat even the most empty of spaces.
So if we’ve left you feeling warm and fuzzy inside, and like you want to give back with a brand that does good, as well as looks good, then here’s our Nurturer brand personality starter pack:
• Another term for the Nurturer brand, is the Caregiver, so consider this when thinking about your business proposition. What does your product or service do to provide care, comfort or kindness to consumers? Starting with how it makes them feel, to what it might make them do.
• Honestly, transparency and simplicity are key to the successful marketing of Nurturer brands – this means the message too needs to resonate without much effort, allowing the viewer to spot purpose and promise, without having to search for it.
• The benefits of the Nurturer brand should be wider than the materialistic, indicating something perhaps much more profound. Think of the UNICEF campaign and the multifaceted positives of that campaign – from charitable donations to special parent/child moments.
• Consider the power of creative assets to make an audience feel better, from uplifting colours to soft shapes and soothing sounds – ads have the power to transform mindsets, before the consumer even reaches the brand.
• Arguably even more than other brand personalities, those aiming for a Nurturer identity should always align with their macro-environment. A mindfulness brand who stays silent in times of universal stress and anxiety, wouldn’t really be the zen we’re looking for, now would it?
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