Well, first of all the Higgs potential is not a pure quadratic one, but rather
$$V(\phi)=\frac{\mu}{2}(\phi^\dagger\phi)^2+\frac{1}{4}(\phi^\dagger\phi)^4$$
In a lot of cases, the real answer on why this an not another option is: Many were tried, and that was the only one that fit the experiments.
Even though, we can try to give some reason. What if we want to construct a potential for a complex scalar doublet like ##\phi##? What are the options if we also want to impose gauge invariance under ##SU(2)\times U(1)##?
Well, as a complex doublet, this field has 4 degrees of freedom, we could try to write them as
$$\begin{pmatrix}\phi_1+i\phi_2 \\ \phi_3+i\phi_4\end{pmatrix}$$, but usually is better to use these other:
$$\phi, \qquad \phi^*, \qquad \phi_C=\frac{i}{2}\sigma^2\phi^*, \qquad \phi_C^*$$
The question now is to know how they transform under gauge symmetries, in fact under ##U(1)## is easy to see that ##\phi## and ##\phi_C^*## transform the same way, and the other two transforms with the inverse transformation, therefore only this combinations are ##U(1)## invariant
$$\phi\cdot \phi^*, \qquad \phi\cdot \phi_C$$
Now the question is about ##SU(2)##, it is also easy to see that now ##\phi## and ##\phi_C## transform the same way, and ##\phi^*## and ##\phi_C^*## transform with the inverse matrix. So the only combination that is invariant under ##U(1)## and ##SU(2)## is
$$\phi\cdot \phi^* = \phi^\dagger \phi$$
And therefore any power of the form ##(\phi^\dagger \phi)^n## is also gauge invariant.
It is possible to have extra terms, like
$$|\phi^\dagger \phi_C|^2$$
but is also easy to see that this term is equal to zero.
Therefore the most general potential of a complex scalar doublet, up to 4-fields interaction is the SM Higgs potential.