TABLE OF CONTENTS
Who Is the Innocent? | Personality Traits | Color Palette | Ideal Audience for Innocent Brands |
Innocent Brand Examples | How to Own Your Archetype
Is your brand a symbol of simplicity, optimism, and purity?
It may very well be that your brand archetype is that of the Innocent.
Rooted in Carl Jung's theory of archetypes — which states that there are universal symbols embedded in the collective unconscious of humanity — the Innocent archetype embodies the ideals of honesty, wholesomeness, and positivity.
In this blog, we’ll discuss what the Innocent brand archetype represents, its real-life examples, and how to determine whether your brand falls into the Innocent archetype category.
Understanding the Innocent Brand Archetype
Out of the 12 brand archetypes, the Innocent is the most optimistic.
If your brand truly aligns with the Innocent archetype, you’ll often naturally emphasize values such as happiness, trust, and integrity. As a byproduct of who you are, you bring hope and optimism to your audience and often evoke the nostalgia of simpler times — like the joy and innocence of childhood.
Defining your brand's archetype is important because it shapes the way your brand communicates and differentiates itself in the marketplace.
When you identify your archetype, you put yourself in a better position to provide a consistent narrative and deeply resonate with consumers through an emotional connection.
It’s no mystery that today’s world is often viewed with cynicism. The Innocent brand archetype infuses a sense of wonder, hope, and faith into the world by representing everything that goodness can be.
You can leverage this trait to position yourself as a brand that your audience can trust, all while bringing true understanding and positivity to the world.
The Innocent Brand Archetype Personality
The Innocent brand archetype is characterized by a distinct set of traits that reflect its core values — those of purity, optimism, and simplicity. These traits help define how the brand presents itself and interacts with its audience.
Brands that align with the Innocent archetype often have an idealistic view of the world. They strive for a more utopian vision where everything is perfect and everyone is happy — and that such a vision is possible. It encourages aspiring towards a better, more beautiful future and having faith in oneself to achieve such a goal.
What Innocent Brand Archetypes Should Avoid
Since much of your personality and appeal is centered around trust, any form of dishonesty or manipulation can destroy the trust that your audience so loves about you.
Steer clear of “salesy” tactics and pushy maneuvers to get people to buy or sign up for your services.
Authenticity is your goal. Veering away from that can cause you to disengage with your customers and allow them to lose trust in who you are as a brand.
The Innocent Brand Archetype Color Palette
Since specific personality types are attracted to certain colors, it shows us that color theory can be a powerful way to connect with your ideal audience. At the same time, it allows you to express your brand’s personality with authenticity.
Let’s take a look at an inspirational color palette that Innocent brand archetypes might use:
Who Is the Ideal Audience for Innocent Brands?
People who value honesty and transparency often naturally gravitate toward brands that align with the Innocent archetype. This audience looks for products and services that reflect a wholesome, optimistic worldview.
They’re typically motivated by a desire for purity and goodness in their lives and seek out brands that can provide that sense of wholesomeness and trust. This audience mostly consists of people who are:
- Family-oriented
- Health- and wellness-focused
- Parents
- Eco-conscious
They resonate with the Innocent brand archetype because the messaging is straightforward, honest, and uplifting. They connect with these core values and are able to build an emotional bond through their commitment to purity and trust.
Innocent Archetype Brand Examples
Calm App
The Calm app embodies the Innocent brand archetype by providing a straightforward approach to mindfulness, making meditation and relaxation accessible to all. Through guided meditations, soothing music, and sleep stories, Calm encourages users to cultivate gratitude, kindness, and compassion in their daily lives.
Backed by scientific research and a commitment to transparency, Calm creates a safe and trustworthy space for users to unwind and promotes honesty, integrity, and purity in its approach to mental well-being.
Dove
Dove has long promoted the importance of natural beauty and self-esteem. The brand's "Real Beauty" campaign showcases women of all shapes, sizes, and ages, fostering a message of self-acceptance and positivity.
By focusing on inner beauty and genuine self-care, Dove resonates with consumers who seek purity and wholesomeness in the products they use.
The Honest Company
Founded by Jessica Alba, The Honest Company focuses on providing safe, non-toxic household and baby products.
The brand’s name itself reflects its commitment to transparency, purity, and simplicity. They are known for products that are free from harmful chemicals and for prioritizing safety and natural living, all key aspects of the Innocent archetype.
TOMS
TOMS is a brand that combines social good with authenticity. Known for its “One for One” model, where a pair of shoes is donated for every pair sold, TOMS puts out messages of kindness, giving, and committing to making a positive impact in the world.
This approach aligns with an audience who values honesty and social responsibility, core traits of the Innocent archetype.
How to Own Your Innocent Brand Archetype
Adopting the Innocent archetype can be a strategic choice for any company that wants to convey simplicity, positivity, and trustworthiness in its branding.
To determine whether the Innocent archetype is a good fit for your brand, you should first take a look at your core values. If you notice themes like honesty, purity, and optimism — and if your aim is to create a sense of hope and comfort in your audience — then the Innocent archetype might be well-suited for you.
You’ll also need to gain a deep understanding of the preferences and desires of your target audience. If they resonate with themes of transparency, goodness, and altruism, then adopting the Innocent archetype can enhance your brand's connection with them.
But not everyone is cut out for the Innocent archetype.
You should avoid adopting the Innocent archetype if you’re in an industry where skepticism or realism are highly valued. You need to stay true to the brand's identity and consider the industry norms you’re in and the expectations of your audience before committing to any archetype.
A Ray of Hope in the Modern World
The Innocent brand archetype gives brands that value truth and simplicity a platform to stand on. Through a fierce loyalty to honesty and doing good for others, brands that align with this archetype are often leaders in bringing positive change into the world.
If your business is considering adopting the Innocent archetype or exploring other branding possibilities, schedule a free 20-minute branding assessment with our team.
We’ll help you evaluate your current branding strategy and explore opportunities for growth and alignment with the archetype that best suits your brand.
