Empower - Archetypes - Flipbook - Page 20
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HE INNOCENT BRAND
ARCHETYPE
If you’re a brand that sends out the messages of optimism, honesty, and
being humble, the Innocent archetype is the perfect fit.
The Innocent is renowned for its simplicity and elegance, so you’ll find
it in brands that embody this image:
• Cosmetics (Dove, Johnson & Johnson, Herbal Essence)
• Food (McDonald’s, KFC)
• Entertainment (Nintendo)
It is all about a positive personality. The Innocent’s end goal is to make
everyone happy.
For example, consider a child, and how they look at the world through the
lens of pure wonder. A child doesn’t see the negatives, and they’re always
rooting for other people’s happiness without any ill will.
The Innocent always emphasizes the
quality of its offering
That’s exactly what the Innocent brand archetype helps you portray.
When it comes to the Innocent’s products, you will find natural and
organic ingredients in them. It reminds you of nature and the roots from
which you come.
Simply put, the innocent archetype is for brands that offer simple products.
One of the biggest examples the Innocent archetype in popular culture
would be the character of Forrest Gump, with his child-like innocence
and purity of heart.
WHAT ARE THE 12 MAJOR BRAND ARCHETYPES?
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