Innocent Brand Archetype

Updated: Dec 10, 2020


Everything is lovely. Everything is just positively nice. The birds are singing. The bunny rabbits are dancing. The world is right and bright and sunny. This is the optimist world of 'The Innocent'. The archetypal character who embodies purity and who is always looking to do the right thing with childlike simplicity.

Archetypes are the recognisable patterns of human behaviour which are often amplified in stories. In turn, stories are the way we make sense of the world around us. For those of us involved in the discipline of 'managing meaning' archetypes, therefore, become a powerful tool which enable brands to tell powerful stories. They help teams build extraordinary brands and create remarkable creative work because archetypes help to communicate on a deep psychological level with their audiences. More on the power of archetypes here.

In this post, we will review the Innocent archetype building on the work of Margret Mark and Carol S Pearson in their book "The Hero and the Outlaw".