The Sage, The Scholar, The Visionary
The Innocent brand archetype has a desire to just be free and happy and keep life simple. They fear doing things wrong and being punished for it. They are often successful at ignoring and moving through barriers that would sometimes stop others, as they have the core talents of being optimistic and hopeful. The Innocent world is one of complete optimism some would say, where everything is straightforward and there are no hidden agendas or double meanings.
It is a place where life can be simple. Innocent brands represent good, clean fun. This archetype can be a great brand personality for brands associated with health, cleanliness and natural products.
The Innocent archetype tends to see the good in every situation, keeping faith and hope in their ideals and aiming to motivate others to also believe that everything will work out the way it should eventually.
The Innocent– Key Characteristics and Values
Goal: To be happy
Strategy: To do things right
Key Attributes: Wholesome, Pure, Forgiving, Trusting, Honest,Happy, Optimistic, Simple.
Greatest Fear: To come across boring
Personalities: Traditionalist, Optimist, Cheerleader
The Innocent Archetype Explained:
The customer of an Innocent brand prefers straight talking, gimmick free advertising and they are naturally drawn to optimistic brands. Advertising that is very heavy or guilt inducing is likely to drive them away.
Innocent brands foster purity, simplicity, and trustworthiness. Across all their communication mediums, their brand’s tone is simple yet cheerful, radiating optimism. They will use concise language and simple and natural imagery to carry out their messages.
Innocent brands will promise Simplicity.
They will offer a somewhat simple solution to any problem associated with goodness, morality, simplicity, nostalgia and childhood. Innocent brands will strive to do what is right and positive. Most of the time, their simplistic view of the world can be perceived as a weakness. They fear doing something immoral and seeing the world being influenced by something negative or unnatural.
BABYBEL – ‘Mini’
Babybel advertise themselves through this commercial with the innocence of the talking food and the cheese introducing itself. This immediately lets us know it will be targeted at children and education. The whole advert is very positive and based in a family kitchen environment, letting the audience know the brand mean well. Its also very simple and there isn’t too much going on to pressure you into buying it.
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