

THE INNOCENT
Free to be you and me
The Innocent believes that goodness wins, that it is the path to happiness, that a life lived with purity and integrity leads to happiness. The innocent has traditional values, but is willing to step out of dominant society in pursuit of a more worthy experience.
This archetype is also called the Angel, Child, Dreamer, Idealist, Muse, Mystic, Naive, Optimist, Pollyanna, Puer or Puella, Purist, Romantic, Saint, Traditionalist, or Utopian.
INNOCENT BRANDS




The Innocent is a good identity for brands that:
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Provide a relatively simple answer to an identifiable problem
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Are associated with goodness, morality, simplicity, nostalgia, or childhood
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Have functions associated with cleanliness, health, or virtue—and that are infinitely replicable
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Are produced by a company with straight-arrow core values
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Desire to differentiate from a product with a tarnished image
Innocent Mindset
DESIRE: Purity, Goodness, Simplicity, Happiness
GOAL: To experience happiness through goodness
GIFT: Trust and faith in a higher power that keeps us safe
CALL: A desire for purity, goodness or simplicity
FEAR: Doing bad and experiencing consequences
PREFERS: Predicability over change
BELIEF: Good things endure, and life can be perfect - perhaps it once was or we can work towards perfection.
SHADOW: Denial or repression of reality or anything that does not fit into their ideas of ideal experience
Levels of the Innocent
Level 1: Idylls of childhood: Simplicity, trust, dependance, obedience
Level 2: Renewal & cleansing, reentry to the promised land, reinvention, positivity
Level 3: A mystical sense of oneness which comes from values and integrity, being as opposed to doing
SIMILAR ARCHETYPES
THE 12 BRAND ARCHETYPES

The 12 Brand Archetypes were developed by Carol Pearson and Margaret Mark as a system for consistently creating stronger and more meaningful brands. The content on this site has been paraphrased where possible, and cited directly where needed to maintain accuracy.

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