The Innocent Brand Archetype is all about simplicity.
“Nobody really cares if you’re miserable, so you might as well be happy.”
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.
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
The Honest Company, Ivory, Dove, Coca Cola
Bridget Jones, Dorothy (Wizard of Oz), Snow White, Tom Hanks