Happy Go Lucky

The Innocent

The Innocent Archetype is highly criticized for their ability to be dreamers that are out of touch with practicality. With that said, this archetype is characterized by its bubbly tendencies and happy-go-lucky personality. 

The Innocent attempts to uplift those around them and tries to find the silver-lining. Regardless of what situation The Innocent is found in, they have a positive outlook, and navigate through tough times.

happy go lucky

The Innocent

Those who identify with the innocent archetype are sometimes criticized for being naïve dreamers. However, their positive outlook and happy-go-lucky personalities can uplift others. The innocent always tries to see the good in the world and looks for the silver lining in every situation.

LET'S GET SPECIFIC

The Top Four

These specific nouns give us a strong idea of who this Brand Archetype is. By knowing their fears and weaknesses, you can overcome these barriers in your copy. By understanding their goals and strengths, you can match your brand to their values.

Goals

Promote and Create Happiness

Live with a Moral Compass

Ensure Reliability

Fears

Punishment

Disappointment

Doing the Wrong Thing

Weaknesses

Can be Seen as Fake

Often Live in Denial

Gullible

Strengths

Optimism

Trustworthiness

Keeping it Simple

How we describe them

Descriptors

The idea behind these descriptors is to give you a better sense of how people perceive this particular Brand Archetype. How would friends or family describe them? With these words, can can start to imagine the kind of person they are, and build a mental image of them.

How we describe them

Descriptors

The idea behind these descriptors is to give you a better sense of how people perceive this particular Brand Personality. How would friends or family describe them?

With these words, can can start to imagine the kind of person they are, and build a mental image of them.

Fantasizer

A person who indulges in daydreaming of fantasizing

Idealist

A person guided by ideals opposed to practicality

Naive

A  person who shows a  lack of experience, wisdom, or judgement

Purist

A person who insists on absolute adherence to rules and structure

Saint

A person who is virtuous, kind, and patient

Visionary

A person with original ideas about the future

HOW THEY ACT

Characteristics

These adjectives best describe the personality of this Brand Archetype. Use these to help and imagine who you know that is similar to them, this will help you build a more honest Marketing Persona.

HOW THEY ACT

Characteristics

These adjectives best describe the personality of this Brand Personality. Use these to help build your Market Persona and imagine who you know that is similar to them, this will help you build a more honest Marketing Persona.

Cheerful

Noticeably happy and optimistic

Dependable

Trustworthy and reliable

Easy

Lacking anxiety of awkwardness; relaxed

Hopeful

Feeling or inspiring optimism about a future event

Sincere

Free from deceit; proceeding from genuine feelings

Trustful

Having a belief in a person’s honesty and sincerity

WHO THEY ARE

Actors

To help you visualize what this Brand Archetype acts like, watch these actors portray their most interesting characters and how they embody the very essence of this archetype.

WHO THEY ARE

Actors

To help you visualize what this brand personality acts like, watch these actors portray their most these characters. They embody the very essence of this personalilty.

Captain America

Either he plays Captain America or he just is one of the kindest people in Hollywood, but Chris Evans is the embodiment of The Innocent.

Spiderman

Known for being the perfect Spiderman, Tom got a reputation for being incredibly kind and good natured when he joined the Avengers cast in Captain America: Civil War

Zooey Deschanel​

Zooey Deschanel​ is best known for her good intentioned but wonderfully ridiculous character, Jess in New Girl.

REPRESENTATION

Similar Brands

Brands spend millions of dollars honing their brand personalities and understanding their audiences, this is why they can be invaluable in helping us understand what this particular Brand Archetype needs.

So here are 3 examples of brands that embody this Brand Archetype. Use your knowledge of the brand itself to imagine your Market Persona.

REPRESENTATION

Similar Brands

Brands spend millions of dollars honing their brand personalities and understanding their audiences, this is why they can be invaluable in helping us understand what this particular Brand Personality needs.

So here are 3 examples of brands that embody this Brand Personality. Use your knowledge of the brand itself to imagine your Market Persona.

Coca-Cola

Coca-cola's Christmas Polar Bear campaign took it from being a soft drink company to a culturally-relatable brand.

Volkswagen

Volkswagen has presented itself as the fun alternative to vehicles for decades, from the Beetle to the Golf.

Dove

Since launching the Real Beauty campaign back in 2004, Dove has placed itself as the epitome of a caring brand.

BLOGPOST

Marketing to The Magician

If you want to appeal to the customers of The Innocent archetype, it is integral in ensuring that the advertisements are gimmick-free and straightforward. These consumers are drawn to brands that are more optimistic and have a positive outlook on the future. If advertising is guilt inducing, or contains topics that are generally heavy and controversial, the consumers will be driven away.

Innocent brands ensure that Innocent consumers are receiving clear and simple solutions. With the guidance of morality, goodness, and simplicity, the brand is able to give consumers the feeling of nostalgia. However, the fear of doing something wrong is a major weakness, and therefore is heavily influenced by the law and societal pressures.

The best marketing efforts are those that are comfortable and well adopted by society. Ensuring that consumers feel safe and moral is integral in the marketing.

Innocent brands ensure simplicity and dependability

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