Brand Archetypes Explained: The Innocent
Now, more than ever, we understand the importance of a brand’s ability to move and mobilize its audiences. With so many products and services competing for the attention of consumers, it is important for brands to be impactful, memorable, and to make valuable connections. One way to strengthen the reach of your brand is to determine and adopt its underlying archetype, of which there are 12. As we mentioned in our past blog post, “The Psychology of Branding,” archetypes are unconscious characteristics and traits, such as ideas, thought patterns, or images, that are present in individuals’ psyches. The most successful brands adopt the archetype with the traits that are shared by its core audience, allowing the brand to create loyal followers by connecting on a subconscious, emotional level. Have you ever felt like a brand is speaking to you? If so, it’s probably because you share the same archetype. In this digital age, brand archetypes are essential, as they establish trust cues and foster emotional responses from consumers. A brand archetype can also greatly help with marketing decisions for your company in the future ─ think of it as a mission statement for your image.
So, now that we have established the importance of this branding practice, it is time to break down each of the archetypes. In our new blog series, Brand Archetypes Explained, we will explore each of the twelve characteristics so that you can better determine what may be the right fit for your business. Look out for new posts in the coming weeks. First up is The Innocent.
The Innocent
Think good, clean fun. Brands under this archetype exude a desire for goodness, happiness and simplicity.
Characteristics:
Values driven
Trustworthy
Optimistic
Moral
Nostalgic
Desire/Goal:
To make the world a better place, filled with love, peace and happiness.
Things to consider:
Innocent brands can be so focused on goodness and happiness, they can be perceived as naïve or boring. This is especially important to keep in mind when designing ads and marketing campaigns.
Complementary Colors:
White: Clean and pure
Pink: Innocent and delicate
Green: Healing, fresh and authentic
Wondering how to capitalize on your archetype? Send us an email! Our marketing and design services can help enhance your branding and expand your reach.
