The Innocent Brand Personality


If you want to foster simplicity, ease, and optimism, you might be The Innocent! These brands use simple language to encourage humility and to see the good in everything.

Innocents value peace, purity, and faith. They have a “rose-colored glasses” outlook on life. They look for the good in people, and they want to reward that good. Their strategy is to always do the right thing, conveying trustworthiness, positivity, and straightforwardness. They often hold traditional values, and are idealists & optimists. Innocents strive to remain free of any corruption and uphold a high standard and good reputation. 


  • “We are young and free.”
  • “Find the silver lining.”
  • “Have courage and be kind.”


  • To purify & simplify life
  • To be happy
  • To bring people feelings of peace and joy


  • Offers a simple solution to a problem
  • Associates with goodness, morality, simplicity, nostalgia, or childhood
  • Low or moderate pricing
  • Companies with straightforward values
  • Differentiates from brands with poor reputations (strong brand integrity)


  • Can get boring for all their naive innocence
  • Cynical people will not appreciate their carefree message


  • Coca-Cola
  • Dove
  • Aveeno
  • Charmin
  • Nintendo Wii
  • Honest Tea

These companies all paint ideal pictures of a simple, carefree life in their advertising, placing importance on the things that will make you truly happy, like spending quality time with family and friends and using pure, healthy products.To learn more about how to utilize your specific brand archetype, click here to enroll in If We Brand It, our comprehensive personal branding course.

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