Strategy

The Innocent Archetype

Jan Gevers
Jan Gevers
Digital Strategist

Brand archetypes humanize your brand by giving it a well-defined multidimensional personality your audience can relate to. They distinguish you from the competition and speak in a clear voice that cuts through the clutter

Read on to discover the personality of the Innocent.

Not sure yet which archetype corresponds to your brand?

We are your little ray of sunlight

The Innocent brands promise simplicity.

Essence: Honesty. Simplicity. Optimism.

  • Does your brand have an optimistic attitude towards the future?
  • Does your brand exude a happy, trustworthy aura?
  • Is your brand able to find the silver lining in every situation?
  • Does your brand help people find happiness?
  • Does your brand aim to uncomplicate things by providing simple solutions?
  • Is your brand defined by honest values?


If you have responded yes to many of the questions above, your brand may be best represented by the Innocent archetype.

Purpose: To be happy and to find the simple fun in life, to make others feel good about themselves

Alter egos: The cheerleader - the optimist - the child - the dreamer - the romantic

Personality traits: Carefree - optimistic - happy - pure - forgiving - trusting - honest - simple - cheerful - trustworthy - authentic - youthful - transparent - straightforward - naive - light-hearted - childlike - endearing - idealistic

Innocent brand example

Dove is an example of the Innocent archetype

The good

Innocent brands are all about happiness, simplicity and good, clean fun. They are trustworthy and honest, the good guys who strive to do the right thing. Brands of the Innocent archetype are straightforward as they believe in the simplicity of life, without hidden agendas or double meanings. The Innocent is the eternal optimist who seeks the good in every person and the silver lining in every situation.

These brands possess the childlike qualities of naivety, purity and a sense of wonder. They are free of corruption and they believe in second chances. The Innocent brands are genuinely concerned with others’ well-being and they appeal to their audience by being open and honest and by providing simple solutions. Due to their hopeful and optimistic nature, they are able to persevere in the face of obstacles that might stop others in their tracks.

The bad

The Innocent’s simplistic view of the world can be perceived as a weakness.Their naive innocence can make them appear dull. The Innocent fears doing something immoral and being punished for it. They also hate to see the world being influenced by a negative event. Additionally, the Innocent brands may display childish behavior when responding to difficult situations. For instance, they might remain in denial or try to lay the blame elsewhere.

The believers

The Innocent audience strives for goodness. They are drawn to optimistic brands who make life simple and promise an idyllic experience; for example a happy relationship, a fulfilling job or a beautiful home. Once they have found their brand, they remain loyal and trusting. The Innocent customers can be quite traditional and are hence not interested in changes. They will not respond to gimmicky advertising or ads that are guilt-inducing, preferring straight-talking ads instead.

The brands

The Innocent archetype suits brands associated with honest values, health, cleanliness and natural products. Being concerned with others’ well-being, this archetype is also the ideal brand personality for those who appeal to professional caretakers like therapists, coaches, guides and social workers. The Innocent brands offer a simple solution to any problem that has to do with goodness, morality, nostalgia and childhood. They communicate using natural images and a cheerful, straightforward tone to convey a positive message e.g. renewal; optimism; nostalgia for a simpler age or genuine, happy memories between friends, family or lovers.

McDonald's, Dove, Oreo, Evian, Amélie are examples of the innocent archetype


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