The Innocent


“Free to be you and me”

Hi there, the Innocent! We are the same one who is optimistic, to the point of naivete. Happiness in any situation and see the good in everything everyone is what we are always searching for. We tend to want to please others and pursue a sense of belonging.

We always try to see the good in the world and look for the silver lining in every situation. As we go through the story, we will learn some tough lessons about the world, and do some growing up.

The Innocent

The “zodiac” sign to recognize Innocent:

  • Promise: Simplicity and clarity
  • Core desire: Strong moral values
  • Goal: To achieve contentment
  • Fear: Selfishness
  • Strategy: To do things right
  • Gift: Spreading purity and joy in a cynical world.
  • Motivation: Optimist, cheerleader
  • Categories that tend to have the Innocent at the foundation: Beauty & Skin Products, Organic, Cleaning, Fresh Food, (Anything you put in or on the body)
  • Example brands have the Innocent archetype: Coca Cola, Innocent, Johnson’s.

How to bring Innocent to life

Honesty and transparency is important to Innocent customers. Brands targeting this type of audience should let these values influence their vision, mission, products, services and messaging. Innocent customers value simple solutions, so avoid using confusing jargon or talking about complicated ingredients and features.

Innocent brands tend to embrace an all-natural approach in their messaging — no pretension. Innocent fashion brands, for example, can benefit from portraying the natural body shapes of women in a positive light. One potential challenge with maintaining an Innocent brand archetype is the risk of coming across as naive or too out-of-touch with reality.

Which kinds of consumers match with Innocent?

These customers prefer a straight shooter. They don’t want to be lied to or mislead. They don’t want to have to parse complex jargon, either. These folks just want a simple solution that works.

What is a Brand archetype?

Brand personality or a set of human characteristics is a part of brand equity, go along with brand image, consistently appear on brand’s communication and advertising activities. As such, a brand personality is something to which the consumer can relate. And building a strong brand archetype has a pivotal role in imprinting brand image in the consumer’s mind.

Why brand should own an archetype

In fact, most famous brands we know in the world like Nike, Starbuck, Volvo, Apple have developed and owned for themselves at least one archetype since brands were borned.

But owning an archetype is usually seen as a superfluous activity and underestimated by many SMEs business owners who take their first steps on the brand building process. No one tells them the true potential of embracing an archetype in terms of competitive advantage and attracting the right customers.

Archetype helps brands stand out

Do you want to know how to stand out in a crowded market? A powerful archetype might be the solution. Archetypes motivate you to go deep into your brand’s history and discover the why behind all you do. The people, locations, and ideas that influenced the beginnings of your company are absolutely unique to your brand. This is especially crucial to remember if your business and another company in your sector have the same archetype.

Archetype makes up the color of brand experience

Archetypes set the tone for consumer interactions and relationships. A brand with a caretaker archetype, for example, will radiate a helpful, pleasant, and supporting demeanor. After establishing these traits, a consumer will build expectations for the next brand experience. Hopefully, the brand lives up to the hype. When this occurs, a consumer comes to trust you and your products. A loyal client base is built on repeated, consistent encounters.

Archetype helps to attract right customer

The value of archetypes lies in their ability to be individually adapted to the requirements and desires of your audience. In other words, archetypes are used by businesses to create a link between a customer’s demand and your offering. This enables people to realize how your product may help you achieve your personal objectives, in a deeper way, more authentic interactions with customers.Obtaining an archetype with a clear set of characteristics, tone of voice, the way brands appear on each media platform will help the brand stand out in the crowd where everyone is trying to walk in the fog without any self-brand understanding.


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