What does the dreamer, the optimist, and the romantic have in common? They are all manifestations of the Innocent brand archetype.
But don’t let the term ‘Innocent’ fool you. The audience that falls under this archetype is very faithful and highly effective. First discovered by the renowned psychologist Carl Jung, the Innocent Archetype is one of the 12 archetypes. They represent a range of fundamental human motivations.
In this article, we will understand the Innocent brand archetype, review some examples, as well as find out if your brand fits the Innocent description.
The Innocent Brand Archetype Explained
Everything around them is lovely. The birds are chirping, the sun is shining, and the rabbits are dancing.
The Innocent’s great strength lies in their eternal optimism and trust. They tend to see the silver lining in every cloud and enjoy the simple things. They also embody a sense of nostalgia and virtue. Their intentions are childlike, pure, free of corruption, and they pursue the promise of Paradise.
Innocent brands are endearing to others with their sense of wonder and positive energy. They are genuinely concerned about the well being of others and this translates perfectly into professional careers such as social workers, therapists, and life coaches.
The Innocent In Action
Innocent brands are happy, simple, and carefree. They are brands and characters that people can turn to when they need a positive and refreshing boost.
The products behind the Innocent brand archetype are usually from the health and food industry. Their marketing typically doesn’t involve any gimmickry, and they often appeal to the nostalgia of simpler times using gentle imagery and muted color palettes.
The quest for happiness motivates them. Prime examples of the Innocent archetype are Dorothy from the Wizard of Oz, McDonald’s, Dove, sweet and faithful Disney princesses like Cinderella, Forrest Gump, Mary Poppins, and Coca-Cola. They appeal to a customer looking for an experience of goodness and peace –nicely summarised in one of the famous ads in 1971, “I’d like to buy the world a coke.”
Innocent Brand Archetype Examples in the Media
There are a lot of prime examples in the media that represent the Innocent brand archetype. So, let’s dig deeper into the top 3 examples.
1. Dove
Dove’s logo, packaging, and advertisements stand by the Innocent brand archetype. The bird dove itself in many cultures is synonymous with innocence, purity, and optimism.
Innocent is not so much about the reality, but it’s about keeping hope alive. The brand does so by setting positive affirmations. In 2006, the brand started a self-esteem program that educated women around the globe to feel confident and happy about themselves, i.e.: ‘free to be you and me.’
2. Coca-Cola
A great example of an Innocent brand is the all-time favorite fizzy soda drink manufacturer Coca-Cola. Ironically the product itself is not healthy but the messaging around the brand is all about spreading happiness and evolves around emotional events such as Christmas.
In fact, the company plays a significant role in the growth of Santa Claus as a famous Christmas figure, and even during World War 2, Coca-Cola was marketed as a refreshing non-alcoholic drink for soldiers. In no time, the brand became directly associated with the idea of American idealism.
3. Forrest Gump
In Hollywood, the most famous idealist is Forrest Gump. Although the movie explores the darker side of the 1960s, Forrest Gump is unharmed by the challenges that life throws at him.
Whether it’s the Vietnam war, his complicated marriage, meeting the American President, or following his mother’s wisdom that “Life is like a box of chocolates; you never know what you’re gonna get.”, Forrest is a prime example of boundless optimism. He is a child in an adult’s world, retaining his love for life and who has high hopes for the future.
Is Your Brand an Innocent?
Are you wondering which archetype your brand belongs to? The Innocent archetype may be the right brand identity for you if:
- The goal of your company is to help people find or realize happiness
- If your company values associate with simplicity, nostalgia, morality and good virtues
- If you actively avoid messages that convey guilt or negativity
- Adopt an honest and positive brand personality that conveys that you see the beauty in everything.
It is believed that Innocent brands sometimes lack a backbone, so to get the best results from your marketing strategy, you must communicate these values to the customers and show them that you are standing up to them.
[simple-author-box]
