Independence and fulfilment
The Innocent
The optimist who believes things can simply be good.
- Core desire
- Safety
- Motivation
- Independence and fulfilment
What they are like
Straightforward and hopeful, the Innocent assumes good faith and wants the same simple thing for everyone: to be happy and to do right. They hold no grudges and see the good in people before anything else.
How to brand to them
Earn trust with plain, honest and positive communication. Guilt, fear and manufactured urgency are the fastest way to lose them; associating your brand with safety and simplicity is the fastest way to keep them.
Brands the sources place here
Coca-Cola
Named as published examples of the archetype, not as clients or endorsements.