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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:

  • Provide a relatively simple answer to an identifiable problem

  • Are associated with goodness, morality, simplicity, nostalgia, or childhood

  • Have functions associated with cleanliness, health, or virtue—and that are infinitely replicable

  • Are produced by a company with straight-arrow core values

  • 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

patagonia logo

The Explorer

Motto: Don’t fence me in

Core Motivating Desire: To find true authenticity through exploration.

Disney logo

The Magician

Motto: It can happen.

Core Motivating Desire: To make dreams come true by understanding of the fundamental laws of the universe.

PBS logo

The Sage

Motto: The truth will set you free.

Core Motivating Desire: To discover true understanding of the world.

THE 12 BRAND ARCHETYPES

Chart of 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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