Innocent

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The Innocent Brand Archetype is all about simplicity.

“Nobody really cares if you’re miserable, so you might as well be happy.”

Cynthia Nelms

 

Optimistic, positive and enjoying the simple things in life.

The Innocent main goal in life is to be happy and spread happiness. They do not want to focus on anything negative, make things too complicated or difficult. After all, happiness is just one choice away.

If your brand is The Innocent, you want to just be happy.

You’re the dreamer, the nice girl, the always happy and smiling person who lights up the room. Your brand main goal is to spread happiness and give people the tools and opportunities to smile and feel good.

The Summary

Motto: Just be yourself, just be happy.

Basic desire: To get back to paradise where everybody is happy and content.

Goal & objective: To just be happy.

Fear: Being punished for doing something wrong.

Strategy: Doing things right, doing the right things.

Weakness:  Naive, can be boring.

Talent: Optimistic, lights other people up.

The call: To be accepted and loved unconditionally, to create a safe environment where everybody is secure and happy. Longing for simplicity.

Your customers need: Simplicity, a way of being happy with the small things in life. To be able to trust that the brand does things right and simplifies their life.

Your ideal customer

They are idealists and dreamers looking for simplicity and a way to enjoy their daily lives. They long for paradise, where life is simple and people are happy. Their inner child is very strong within them and they miss the days where they could be free and without worry. They have a strong sense of ethics and want to do the right thing, but can often be naive and therefore hurt. Still, they are trusting and focus on good things.

Connect with your audience

Your audience is drawn to brands that offer an experience of goodness and happiness. If you want to connect with your ideal audience, you need to create a happy, reliable and simple brand experience. They like straight-talking, honesty, and purity, so you will repel them by high-pressure marketing tactics like scarcity or any type of guild inducing.

What your brand experience should be?

If your brand values simplicity, ethics and doing things right, then you’re the Innocent archetype. Help your customers feel happier, offer pure and honest products and services and focus on optimism above all.

Brands and people within the Innocent archetype

Brands

The Honest Company, Ivory, Dove, Coca Cola

People

Bridget Jones, Dorothy (Wizard of Oz), Snow White, Tom Hanks

Does this describe your brand?

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other archetypes

Lover

Lover

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Hero

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The Hero is disciplined, driven, very competitive. Strong both physically and mentally, they do not shy away from challenges that lay ahead.

Girl Next Door

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If your brand strives to belong, being a part of the community and create a connection with others like Jenna Kutcher, GAP or IKEA this is your archetype.

Caregiver

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Deeply loving and compassionate. Often forget about themselves, feeling neglected and out of their power. They are very inclusive, approachable, protective.

Ruler

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They’re called to stop to the chaos around them, take control of their lives. As a Leader brand, you help people use their authority to influence change.

Explorer

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Restless, always searching, exploring, trying to find themselves. Whether they are searching for themselves or experiences, they are always on the run.

Joker

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Hedonist, careless, cheerful, unpredictable. The Joker is all about playing around, disrupting the order, making fun and not taking things too seriously.

Rebel

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The Rebel is all about destroying what’s not working and doing things their own way, often shocking others in the process.

Sage

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Magician

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The Magician is all about change, transformation, and metamorphosis. They find ways to create something that is truly magical, leaving you mesmerized.

Creator

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The Creator is all about expressing themselves and bringing their vision to reality. They love creating something that did not exist before and get great satisfaction from both the process as well as the outcome. They want to leave a legacy, create something of lasting value.

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