The 12 Brand Archetypes
The Innocent
“Free to be you and me”
Motivated by the desire for happiness and simplicity. Innocents are optimistic, pure, and wholesome, always seeing the good in the world.
Key Traits
OptimisticPureWholesomeTrustworthy
Famous Examples
DoveCoca-ColaWhole Foods
Brand Approach
Innocent brands inspire through simplicity and positivity. Your content should be uplifting, honest, and uncomplicated, helping your audience see the beauty in simplicity.
Which Archetype Are You?
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