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The INNOCENT Brand Archetype

The Innocent Brand Archetype

The Innocent brand archetype is optimistic, to the point of naivety. They search for happiness in any situation and see the good in everything and everyone. The innocent tend to want to please others and pursues a sense of belonging.

The innocent brand seeks harmony. These brands portray themselves as optimists, and they try to see the positive in everything. Their products are often simple and straightforward. They provide simple solutions to simple problems. No muss, no fuss.

However, these brands have strong values, and as a consequence, they often develop a reputation for trustworthiness.

Brand Promise: Simplicity and clarity 

Goal: To achieve contentment.

Strategy: To do things right.

Personality to project: Optimist, cheerleader. 

Ideal Customer: 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.

Weakness: Can come across as old fashioned, prudish or naive

Suggested Color Palette

This is just a suggested palette. Colors should be selected based on a robust brand strategy and should be part of the brand identity development.

Screenshot at
innocent brand archetype


volkswagen vw logo lg x x

Volkswagen plays to the innocent camp with their nostalgic, inspirational advertising. A Volkswagen vehicle is a happy vehicle. Their ads scream, Don’t worry, be happy. The Volkswagen Beetle, in particular, embodies this philosophy. 


coco cola x

From happy customers sharing a can of Coke with each other to cartoon polar bears, the Coca-Cola brand is all about innocence. They embody the fun of summer, encouraging customers to make the best of any situation. 

Frequently Asked Questions about the Innocent Archetype

How can my brand embody the optimism and harmony associated with the Innocent archetype, while also providing simple solutions to my customers’ problems?

Embodying the optimism and harmony of the Innocent archetype while providing straightforward solutions involves several steps.

Here’s how your brand can achieve this:

  • Optimistic Messaging: Your brand’s communication should focus on positivity, hope, and the bright side of situations. This could be reflected in your advertising campaigns, social media posts, blog content, and customer interactions. Create content that uplifts, inspires, and radiates positivity.
  • Harmonious Brand Aesthetics: The visual representation of your brand should communicate a sense of harmony and tranquility. This might mean using soft and light color palettes, simple and clean design elements, and imagery that evokes peace, happiness, and simplicity.
  • Simple Solutions: Your products or services should be designed to solve your customers’ problems in a simple, straightforward manner. Avoid unnecessary complexities in design or functionality. Your customers should find your products easy to use and understand, with clear benefits.
  • Transparency and Honesty: Be transparent and honest in all your dealings. Innocent archetype brands are seen as trustworthy, so ensure all your communications, policies, and actions uphold this perception. Avoid misleading claims and focus on truthful, clear messaging.
  • Foster a Positive Culture: Internally, foster a company culture that aligns with the Innocent archetype. Encourage positivity, harmony, and simplicity in the workplace. This internal culture can then naturally reflect in your interactions with customers and partners.
  • Community Engagement: Engage with your community in uplifting ways. This could be through philanthropic activities, positive social initiatives, or just regularly sharing positive stories and experiences from your community.

By incorporating these elements into your brand strategy, your brand can embody the optimism and harmony of the Innocent archetype while providing simple, straightforward solutions to your customers.

How can my brand strategy ensure the promise of simplicity and clarity, in line with the Innocent archetype’s brand promise?

Ensuring the promise of simplicity and clarity, in line with the Innocent archetype’s brand promise, requires a focused strategy.

Here’s how your brand can make this a reality:

  • Simplicity in Products/Services: Your products or services should be user-friendly and easy to understand. Avoid unnecessary complexity in design or function. Ensure your customers can quickly understand what your product does and how it can benefit them.
  • Clear Communication: Whether it’s in your marketing materials, product descriptions, customer service interactions, or any other form of communication, clarity should be a top priority. Avoid jargon and ensure your messaging is easy to understand for your audience. Use straightforward, simple language and visuals that convey your message.
  • Transparent Policies and Practices: Make sure your business practices, pricing, and policies are transparent and easy to understand. This includes return policies, warranties, pricing structures, and terms of service. The simpler and clearer these are, the more trust you can build with your customers.
  • Easy Navigation: If you have a website or app, ensure it’s designed for easy navigation. Users should be able to find what they’re looking for with minimal clicks or scrolling. The design should be clean and simple, and important information should be easy to locate.
  • Educational Content: Provide content that educates your customers about your products, services, and relevant industry topics. This content should be clear, concise, and designed to help customers make informed decisions.
  • Customer Support: Offer clear and prompt customer support. Ensure that support channels are easily accessible and that customer queries are answered clearly.

By integrating these principles into your brand strategy, you can ensure that your brand consistently delivers on the promise of simplicity and clarity associated with the Innocent archetype.

What steps can my brand take to project the personality traits of an optimist and cheerleader, as described in the Innocent archetype?

Projecting the personality traits of an optimist and cheerleader, as described in the Innocent archetype, involves both internal and external strategies.

Here are some steps your brand can take:

  • Positive Messaging: Ensure that your brand’s messaging is consistently optimistic. This doesn’t mean ignoring challenges or issues but rather focusing on solutions, progress, and the positive aspects of any situation.
  • Motivational Content: Share content that motivates and uplifts your audience. This could be inspirational quotes, success stories, or tips on maintaining a positive mindset.
  • Celebration of Success: Celebrate your company’s successes and milestones publicly, and also celebrate the success of your customers or clients. This can demonstrate your brand’s role as a “cheerleader”.
  • Encouraging Community: Foster a community around your brand that encourages and supports one another. This can be done through social media groups, forums, or local meetups.
  • Positive Visuals: Use visuals in your branding and advertising that evoke positivity, joy, and enthusiasm.
  • Responsive Customer Service: Cheerful, responsive, and supportive customer service can go a long way in creating a positive brand image. Train your customer service team to maintain an optimistic and helpful tone in all interactions.
  • Employee Advocacy: Encourage your employees to be brand advocates. They can share their positive experiences and enthusiasm about your brand on their social media, personal interactions, and professional networks.
  • Social Responsibility: Engage in initiatives that align with your brand’s values. Positive actions can create a positive image.

By taking these steps, your brand can project the personality traits of an optimist and cheerleader, in line with the Innocent archetype.

What strategies can my brand adopt to avoid being perceived as old-fashioned, stuffy, or naive, which are potential weaknesses of the Innocent archetype?

While the Innocent archetype focuses on simplicity, positivity, and honesty, it can sometimes be perceived as old-fashioned, stuffy, or naive.

Here are some strategies your brand can adopt to avoid these potential weaknesses:

  • Stay Current: Stay updated with industry trends and adapt your products, services, and communications accordingly. This doesn’t mean losing your brand’s essence but evolving and growing.
  • Innovate: Continually seek ways to innovate and improve your offerings. Show your customers that while your brand values simplicity and positivity, it also appreciates progress and innovation.
  • Balance Simplicity and Sophistication: Strive to balance simplicity and sophistication in your products and services. This can show that your brand understands and caters to the complexities of the modern world while valuing simplicity and ease of use.
  • Address Complex Issues: Don’t avoid addressing complex issues in your communications. This can demonstrate your brand’s understanding and maturity and that it isn’t naive about the world’s challenges.
  • Engage with your Audience: Engage with your audience meaningfully and respectfully. Show that you value their opinions and experiences. This can counter perceptions of being out of touch or old-fashioned.
  • Show Depth in Values: While maintaining a positive and straightforward approach, show the depth of your brand’s values. This can involve contributing to social causes, taking a stand on important issues, or delivering the impact of your products or services on real people’s lives.
  • Educate: Use your platform to educate your customers about relevant topics. This can showcase your brand’s knowledge and understanding, counteracting any perception of naivety.

By implementing these strategies, your brand can maintain its Innocent archetype while avoiding perceptions of being old-fashioned, stuffy, or naive.

How can my brand create advertising that embodies innocence and happiness, similar to Volkswagen’s nostalgic and inspirational advertising strategy?

Creating advertising that embodies innocence and happiness, similar to Volkswagen’s nostalgic and inspirational advertising strategy, requires a thoughtful approach to storytelling, visuals, and messaging.

Here are some steps your brand can take:

  • Storytelling: Engage in storytelling that emphasizes positive, uplifting narratives. These stories can be about your brand, customers, or industry. They should convey a sense of optimism, innocence, and happiness.
  • Nostalgia: Use elements of nostalgia in your advertising. This can involve references to simpler times, classic designs, or past popular culture. Nostalgic elements can evoke a sense of comfort and familiarity, contributing to feelings of happiness.
  • Positive Visuals: Use bright, cheerful visuals that evoke feelings of happiness. This could involve vibrant colors, smiling faces, or serene natural landscapes, depending on what fits best with your brand and product.
  • Inspirational Messaging: Include messages in your advertising that inspire your audience. This could involve encouraging them to pursue their dreams, promoting positivity and optimism, or celebrating the simple joys of life.
  • Product Benefits: Highlight your products or services’ positive benefits and impacts. Show how they can contribute to your customers’ happier, simpler life.
  • User-Generated Content: Incorporate user-generated content into your advertising. Seeing real people happily using your products or services can create genuine happiness and authenticity.
  • Emotional Connection: Aim to create an emotional connection with your audience. This can involve sharing stories that tug at the heartstrings, using music that stirs emotion, or connecting your brand to positive experiences or memories.
  • Consistency: Maintain a consistent tone of innocence and happiness across all your advertising. This helps to reinforce your brand’s identity and makes your messaging more memorable.

Following these steps, your brand can create advertising that embodies innocence and happiness, much like Volkswagen’s advertising strategy.

How can my brand promote a sense of fun and make the best of any situation, as Coca-Cola does with its brand about innocence and the enjoyment of summer?

Promoting a sense of fun and making the best of any situation, as Coca-Cola does with its brand, involves creating a positive and engaging brand experience.

Here are some steps your brand can take:

  • Joyful Messaging: Ensure your brand’s messaging consistently conveys a sense of joy and fun. This doesn’t mean ignoring challenges but focusing on the positive aspects and solutions.
  • Seasonal Campaigns: Create campaigns around seasons or holidays, as Coca-Cola does with summer, to associate your brand with enjoyable times of the year. Use imagery and narratives that evoke the spirit of these seasons or holidays.
  • Positive Visuals: Use bright, cheerful visuals that evoke happiness and fun. This could include images of people enjoying your product or service, vibrant colors, or playful animations.
  • Interactive Experiences: Provide interactive experiences for your customers. This could be through social media contests, interactive advertisements, or fun events.
  • Celebrate Customer Stories: Highlight and celebrate stories of customers having fun or making the best of situations with your product or service. This not only promotes positivity but also showcases the real-life applications of your offerings.
  • Light-Hearted Tone: Adopt a light-hearted tone in your communication and customer service. This can make interactions with your brand more enjoyable and memorable for your customers.
  • Community Building: Foster a community around your brand that encourages positivity and fun. This could be done through social media, local events, or online forums.
  • Product Innovation: Innovate your products or services to enhance the fun factor. This could involve introducing new, exciting features or creating special editions for specific seasons or holidays.
  • Positive Partnerships: Partner with other brands or influencers that convey a sense of fun and positivity. This can enhance your brand’s reach and reinforce its fun-loving image.

By following these steps, your brand can promote a sense of fun and positivity, much like Coca-Cola does with its brand.