An Innocent’s What: Answer to Modern Chaos and the Power of Purity
Exploring the Innocent brand archetype is an enlightening journey to understand its essence of simplicity and purity, and how it nurtures customer trust and peace. This exploration, driven by the archetype’s independence and happiness-generating solutions, is crucial in crafting brand narratives.
The Innocent archetype features variations in global market strategies, influencing brand aesthetics and stories. Fostering a corporate culture and leadership aligns with its simplicity, clarity, and positivity values.
An Innocent
Brand Type: What?
Key Motivator: Independence
Essence: A simple solution that brings happiness and comfort
Values: Optimism, Purity, Simplicity
Response: Customers feel at peace and trust the brand
Archetype Variations
1. Brand Strategy
SWOT Analysis
Strengths: Trustworthy, honest, optimistic, simple appeal.
Weaknesses: May be perceived as naive or overly simplistic.
Opportunities: Growth in markets valuing transparency and simplicity.
Threats: Being overshadowed by more complex or sophisticated brands.
PESTEL analysis
Political: Favourable to political climates that support transparency and ethical standards.
Economic: May thrive in stable economies where consumers seek consistency and simplicity.
Social: Appeals to family-oriented and traditional demographics.
Technological: Could benefit from technologies that simplify life and enhance trust.
Environmental: May align with green and sustainable practices, reflecting purity and simplicity.
Legal: Focused on adhering to regulations and maintaining a clean legal record.
Archetype Usage Examples
USA (organic food brands), Japan (skincare), China (ecosystem tech services), Norway (children’s education), Canada (environmentally friendly products), France (natural beauty products), India (family-centric brands), Brazil (natural juices), South Africa (sustainable farming), Australia (eco-friendly packaging), New Zealand (pure and natural tourism).
Attracted Shopper Types
Innocent shoppers like Innocent brands because hey reflect simplicity, trust, and nostalgia, offering a sense of security and a return to simpler times.
Everyman shoppers appreciate Innocent brands for their community spirit and accessibility, reflecting their preference for practicality and authentic connection.
Heroes are drawn to Innocent brands for their authenticity and straightforwardness, complementing their quest for integrity and societal improvement.
Caregivers are attracted to Innocent brands for their safety and wholesomeness, which align with their nurturing instincts.
2. Brand Look & Feel
Brand UX
Simplicity: Make everything as simple and straightforward as possible.
Optimism: Cultivate a positive and uplifting atmosphere.
Clarity: Communicate in a clear, understandable manner.
Purity: Ensure that every touchpoint is clean and unpolluted.
Brand Identity
Logo: Uncomplicated with basic shapes and positive imagery, such as sunrises or smiles.
Color Palette: Soft pastels and light, airy colors that evoke a sense of calm and positivity. Think of baby blues, pale pinks, light yellows, and mint green.
Shapes and Forms: Rounded, soft edges and smooth forms that give a feeling of comfort and ease. Sharp angles or complex shapes would be rare.
Textures: Subtle textures that might be reminiscent of a gentle touch or the softness of cotton or clouds, adding to the overall soothing effect.
Imagery: Elements that symbolise innocence, such as children playing, animals (particularly young ones), nature (like fields of flowers), and clean, uncluttered spaces.
Lines: Lines would be clean and not overly intricate. They might be slightly wavy or curved to emphasise softness and simplicity.
Typography: The typeface used would be simple and rounded, avoiding harsh lines or overly stylised fonts. The typography could be reminiscent of a child’s handwriting or simple, readable prints.
Lighting and Effects: Soft and diffused lighting that avoids harsh shadows or dramatic contrasts, reinforcing the overall message of goodness and light.
Composition: Balanced and harmonious with a clear focus to avoid confusion and maintain a straightforward message.
Characters: Characters would often have a youthful, innocent appearance, with big, expressive eyes and simple, inviting expressions.
Scenery: Landscapes would likely be idyllic, pastoral scenes with clear skies and an abundance of natural light, potentially with a touch of whimsy.
Motion: Smooth and natural animations with seamless, gentle transitions to reinforce an easy-going brand feel.
Examples:
3. Brand Story
Simon Sinek Golden Circle
What? — brand story focus: A pure product, that is designed to capture the essence of innocence, providing users with simple and joyful experiences.
How? Through honest and transparent practices.
Why? To offer happiness and simplicity in life.
Brand Narrative Ideas
Safety vs. Danger
Idealism vc. Realism
Trust vs. Betrayal
Purity vs. Corruption
Freedom vs. Entrapment
😇, 🌈, 🍼, 🕊️, ☀️, 🍰, 🎈, 🧸, 🍦, 💒
Tone of voice
Hopeful and optimistic
Honest and sincere
Wholesome and nurturing
Vocabulary
Pure, blissful, serene, hopeful, optimistic, simplistic, naive, honest, idealistic, nurturing, youthful, positive, loyal, dreamy, transparent, clean, faithful, saintly, harmonious, fresh, reliable, trustworthy, bright, quiet, sincere, tender, tranquil, unassuming, gentle, secure.
Storytelling Tips
Set the context of a complex world and the desire for simplicity and autonomy. Highlight the constraints and complications faced by the target audience. Introduce the product as a beacon of simplicity, emphasising its ability to grant users a sense of independence. Briefly list the key features that offer users the freedom to operate independently and with ease. Reiterate the product’s promise of providing a straightforward, independent experience in a convoluted environment.
Brand World Ideas
Setting & Environment: A utopian world, untouched by corruption, where nature thrives and harmony prevails.
Narrative & Plot: A quest to preserve or restore the world’s innocence from an impending threat.
Aesthetics & Art Style: Bright, pastel colours, serene landscapes, and uplifting music.
Interactivity & Exploration: Discover hidden sanctuaries, interact with harmonious creatures, and learn about the world’s purity.
Technology & Tools: Magical artefacts that protect, heal, and cleanse.
Mascot, Inhabitants & Creatures: Pure-heart people or kind-hearted beings, mythical creatures symbolising purity, and guardians protecting innocence.
Examples:
4. Landing Page
Clean and Simple Design:
• Use a straightforward layout that is easy to navigate.
• Opt for a light color palette with soft, pastel shades to convey innocence and simplicity.
• Employ clear, readable fonts and avoid clutter to maintain a sense of order and calmness.
Uplifting and Positive Messaging:
• Craft content that is positive, reassuring, and friendly.
• Headlines should invoke a sense of happiness and contentment.
• Language should be simple, direct, and free from jargon or complex metaphors.
Clarity of Purpose:
• Immediately communicate the value proposition with a clear and concise statement.
• Emphasise the benefits of the product or service in an honest and straightforward manner.
• Calls to action should be encouraging and evoke a sense of belonging and trust.
Imagery of Simplicity and Purity:
• Use images that evoke a sense of nostalgia or simplicity, such as nature scenes, smiling faces, or minimalist settings.
• Visuals should be high-quality but not ostentatious, aligning with the archetype’s humble and down-to-earth nature.
Trust-Building Elements:
• Include customer testimonials that speak to the reliability and wholesomeness of the brand.
• Showcase any awards, certifications, or endorsements that reinforce the brand’s reputation for integrity and quality.
• Provide easy access to customer service and support to show commitment to customer care and satisfaction.
Examples:
5. Instagram
Wholesome Content:
• Post images and stories that showcase natural beauty, simple joys, and a return to basics.
• Share customer experiences that reflect innocence and satisfaction with the brand’s offerings.
• Highlight community or charity involvement that aligns with the brand’s pure and positive values.
Consistent and Clean Aesthetic:
• Stick to a light and airy filter for all images to project a feeling of cleanliness and purity.
• Use a consistent template for quotes and messages to maintain a cohesive and harmonious look.
• Arrange posts in a pattern (like a checkerboard) that alternates between images and quotes for visual appeal.
Engagement with Followers:
• Pose questions in captions that prompt followers to share their own simple pleasures and happy moments.
• Regularly feature followers’ content on the brand’s page to build a community-focused environment.
• Create interactive stories with polls and quizzes that reinforce the brand’s wholesome and simple image.
Inspirational Quotes and Affirmations:
• Curate quotes that resonate with the brand’s ethos of simplicity and goodness.
• Pair affirmations with serene and minimalist visuals that evoke tranquility.
• Post consistently on specific days to create a routine, like “Motivation Mondays” or “Feel-good Fridays.”
Stories and Highlights for More Personal Connection:
• Utilise Stories to share behind-the-scenes content that reflects the brand’s authentic and innocent nature.
• Save Stories to Highlights with titles that convey the brand’s values, like “Kindness Counts” or “Pure Joy.”
• Include customer shout-outs and testimonials in Stories to foster trust and highlight the positive impact of the brand.
Examples:
https://www.instagram.com/hellokitty/
https://www.instagram.com/volkswagen/
https://www.instagram.com/baskinrobbinsme/
6. Chat Bot / Virtual Assistant
Friendly and Welcoming Tone:
• Uses warm, positive language that conveys a sense of friendliness and approachability.
• Greets users with cheerful messages and maintains an upbeat tone throughout the interaction.
• Avoids complex or negative phrases, keeping the conversation light and pleasant.
Clear and Simple Communication:
• Provides straightforward and clear answers to user inquiries, avoiding technical jargon or overly complicated explanations.
• Utilises simple language that is easy to understand for users of all ages and backgrounds.
• Keeps responses concise and to the point, assisting users without overwhelming them with information.
Helpful and Accommodating:
• Strives to be genuinely helpful, offering guidance and assistance in a patient and non-intrusive manner.
• Anticipates user needs and offers solutions or alternatives when the first option is not available.
• Demonstrates a willingness to assist with a variety of questions, always maintaining a can-do attitude.
Trustworthy and Reassuring:
• Ensures users feel secure by providing accurate information and maintaining user privacy.
• Reassures users when they encounter difficulties, guiding them through solutions step by step.
• Builds trust by reliably delivering on promises, such as following up with information or actions as stated.
Encouraging User Interaction:
• Invites users to engage in conversation by asking open-ended questions that prompt further dialogue.
• Encourages feedback on the interaction to learn and improve the user experience.
• Creates an inviting atmosphere that makes users feel comfortable returning to the chatbot for future inquiries.
Examples:
7. Corporate Culture
Optimistic Work Environment:
• Maintain a positive atmosphere where teamwork and collaboration are encouraged, and where successes are celebrated.
• Encourage open communication that fosters trust and transparency throughout the organisation.
• Promote a work-life balance that values personal well-being and happiness, reflecting the brand’s belief in the goodness of life.
Simplicity in Processes:
• Streamline operations and reduce bureaucracy to make processes as simple and efficient as possible.
• Emphasise clarity in roles, expectations, and communications to avoid confusion and complexity.
• Provide training and resources that support employees in performing their tasks with ease and confidence.
Honest and Ethical Practices:
• Uphold a high standard of ethics in all business dealings, ensuring honesty is a non-negotiable aspect of the brand identity.
• Instill a sense of responsibility among employees to act with integrity, both internally and externally.
• Create a zero-tolerance policy towards deception, fostering a culture of authenticity and trustworthiness.
Supportive and Nurturing Leadership:
• Develop leaders who are approachable, caring, and genuinely invested in the growth and development of their team members.
• Encourage leadership to lead by example, demonstrating the core values of the brand in their daily actions.
• Foster mentorship programs that help employees grow within the company and realise their full potential in a supportive environment.
Commitment to Continuous Improvement:
• Promote a culture of learning where employees are encouraged to acquire new skills and knowledge.
• Regularly seek feedback from all levels of the organisation to improve the work environment and operations.
• Recognise and reward not just successes but also the efforts towards innovation and improvement, even if they don’t always lead to immediate results.
Example:
8. Business Leader
Genuinely Positive Outlook:
• Exhibits a consistently optimistic view, focusing on the good in people and situations.
• Approaches challenges as opportunities for growth and encourages others to do the same.
• Maintains morale with a cheerful demeanor and a focus on constructive solutions.
Ethical and Honest:
• Leads with integrity, ensuring that all decisions are made with honesty and transparency.
• Builds trust within the team and with stakeholders by being open and clear about intentions and expectations.
• Acts as a role model for ethical behaviour, setting a clear standard for the rest of the organisation.
Simplicity in Strategy:
• Prefers straightforward and uncomplicated business strategies that are easy for everyone to understand and follow.
• Avoids over-complication, focusing on clear, achievable goals and simple, effective solutions.
• Strives for clarity in communication, cutting through jargon to convey messages in a simple, relatable manner.
Nurturing and Supportive:
• Takes a nurturing approach to leadership, offering guidance and support to help employees reach their potential.
• Creates a supportive environment where team members feel valued and know that their contributions matter.
• Encourages personal and professional development, helping individuals to pursue their passions and career goals.
Consistency in Actions and Values:
• Demonstrates a consistent commitment to the brand’s core values in every action and decision.
• Ensures that the company’s vision and mission are reflected consistently in its operations and culture.
• Upholds a steady and reliable presence, providing a sense of stability and security for the team.
Example:
Anne Wojcicki of 23andMe: She leads a company based on the simple yet profound premise of helping people understand their genetic information, emphasising the Innocent themes of self-knowledge and transparency.
Tony Hsieh of Zappos: His leadership focused on delivering happiness through exceptional customer service and a positive company culture, aligning with the Innocent archetype’s emphasis on positivity and simplicity.
Tristan Walker of Walker & Company Brands: By focusing on creating health and beauty solutions for people of color, Walker’s mission is to serve often overlooked communities, which aligns with the Innocent archetype’s emphasis on sincerity and inclusiveness.
9. Compatible Archetypes
10. Archetype Evolution Direction
In our journey through the What, How, and Why of Brand types, this first article spotlights the Innocent, the very first of the What group. It’s a dive into simplicity in our complex world. Up next? We’ll tackle the Everyman, the second of the What, unpacking authenticity in our digital era.
Illustrations & Cover design: Anna Koltsova, Alexandra Gerik
