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Innocent

Brand
Archetypes
Experience paradise
Message >
Big Idea >
SWOT Analyses >
Levels >
Brands >
Does it apply? >
Introduction
IMAGE
Carl Jung
Every day, we get bombarded with ads or brand messages vying to capture our attention. Most of them get deflected by our unconscious minds and hold little relevance or appeal to our daily lives. But at the same time, a select few of these messages get through to us, and we may even feel a sense of personal identity with them.

The way your brand communicates is critical. In the search to communicate better, every brand discovers a need for a personality and a voice.

One interesting way to view it is through the lens of archetypes. Brands can anchor their communications to enduring personas or profiles that feed into the human experience allowing consumers to identify narratives and symbolism quickly and effectively.

Brand Archetypes Brand Archetypes were a concept introduced by Carl Jung, who believed that they were models of people, behaviours, or personalities. Archetypes, he suggested, were inborn tendencies that play a role in influencing human behaviour.
Table of
Content
social
Social
Everyman
Jester
Lover
ego
Ego
Magician
Hero
Outlaw
freedom
Freedom
Innocent
Sage
Explorer
order
Order
Caregiver
Ruler
Creator
Innocent
Experience paradise
The Innocent is a positive personality with an optimistic outlook on life. They crave safety but ultimately, they want themselves and everyone else to be happy. They are honest and pure and have no ill-will towards anybody. They don’t hold grudges and believe everyone has the divine right to be who they truly are. They see the beauty in everyone and have a knack to see the inner beauty that others don’t.
Also know as
Child, Muse, Angel, Traditionalist, Purist, and Idealist.
BIG IDEA

The truth will set you free!

Core Desire

To experience paradise

Strategy

Display wholesome virtue. Foster feel-good spirit.

Promise

Life doesn't have to be hard. Keep it simple

Goal

To be happy

Gift

Faith and optimism

Motivation

Independence and fulfillment

The MESSAGE
The most wholesome things in life are unadulterated and pure.
EXECUTION

To appeal to an Innocent, you need to earn their trust with simple, honest and most importantly, positive communication. Negative or guilt based communication is a complete turnoff. They need to associate your brand with safety and will feel a connection when their inner beauty is recognised.

VOICE

Optimistic
Honest
Humble

SWOT Analyses
Strength
Don’t Worry. Be Happy!

The Innocent brand spreads faith and optimism wherever it goes. People feel happy, rejuvenated and content with this brand. It is simple and easy to understand.

Happiness
Morality
Simplicity
Honesty
Positivity

S
Strength >
click to reveal
weakness
Too Easy

Don’t become so simplistic or childlike that people don’t take you seriously.

Anguish
Depravity
Complexity
Deceit
Negativity

W
Weakness >
click to reveal
opportunities
A Breath of Fresh Air

The Innocent Brand can be the cheery, easy-to-work-with-company that people feel good about. You use simple, uplifting words and messages that leave people feeling hopeful. If your competition is serious, complicated, or intense, you can be more positive and refreshingly simple.

O
Opportunity >
click to reveal
threats
We Won’t Let You Down!

The worst thing for an Innocent brand is to do something wrong, break trust, or let someone down. It is like a child disappointing a parent. Therefore, trust is very high on your priority list in this brand. You will achieve this trust by staying true to chaos-free simplicity.

threat >
T
click to reveal
Many levels
Each archetype can be experienced or expressed at different levels. The lower levels are less mature while higher levels are more developed.

Level 1:

‍Includes people who feel paradise is their birthright and not having it makes them angry. They are defined by a childlike perspective and traits such as naïvete and narcissism.

Level 2:

The midpoint in the process of achieving innocence that focuses on renewal, reframing, and cleansing. People at this level are still searching for paradise but haven't quite found it yet. Innocents at level 2 are seeking to reinvent or renew themselves through new beginnings.

Level 3:

The most highly evolved Innocents who believe that people make choices for a simpler, values-driven lifestyle and as a result create their own paradise and sense of spiritual oneness. The belief is that innocence (paradise) comes from within, not from outer experiences.

Brand Example
Real Beauty
Does it apply to
your brand?
There are twelve brand archetypes in total. Does this one work for your brand?

Ask yourself these simple questions. If the answer is yes to most of them, Its most likely your best bet.

Q1

Does your business provide happy, simple experiences?

Q2

Does your business encourage a feeling of contentment?

Q3

Is your brand based on providing a breath of fresh air?

Q4

Are your products/services differentiated from competitors by being highly trustworthy, fun, simple and positive?

Q5

Are your processes simple and chaos-free?

Social

Freedom

Order

Ego

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