|Core Desire||To experience paradise and be happy|
|Talent||Optimism and Faith|
|Fear||Doing the wrong thing, being punished|
The Innocent is also known as the Saint, the Idealist or the Dreamer. An example of an Innocent brand is hygiene product Method. Method idealise a safe and friendly cleaning product that also makes cleaning fun. Their ingredients are all-natural, eco-friendly and safe for infants and families. Since Method also believes cleaning should be fun, they add a sub-archetype; The Jester.
While that is an obvious example, one subtle Innocent brand is Coca-Cola. They propagate the feeling of happiness whenever a Coke is there to be enjoyed. They want to associate nostalgic and happy feelings in their consumers and we this through their advertisements that tells people to celebrate life with a Coke.
How to know if you are an Innocent brand?
Innocent brand archetyps love simplicity, and they are commonly marketed with the colour white, such as Dove or Premier Cotton. However, their main core is to stay true, whether it is in the ingredients, material, or how they want to solve a problem.
You are an Innocent brand archetype if you bring simplicity and genuineness to your customers. You market yourself with the ethics that people can trust you and you aim bring happiness in people’s lives.
To know more about the Innocent brand archetype, we’ve set out more examples in our The CEO’s Strategy Playbook: The Brand Building Playbook for Business Leaders. Download today and get your own do-it-yourself brand strategy worksheet!