The first archetype is the role in the story that embodies beginnings. Just as in so many creation myths and legends, the world starts out as an perfect Utopian vision, this is where the Innocent archetype longs to be.
The Innocent implicitly trusts and believes the world to be a safe place.
In response to hardship, an Innocent’s response is to work harder, to have more faith and attempt to be more worthy. This stems from a core belief that effort will inevitably be rewarded in time.
The Innocent story connects on a very fundamental level with those of us looking for a simpler life. A life where we can be free to be ourselves and yearns for simplicity.
The Innocent brand is the ultimate dream for many people who live stressful, hectic and busy lives. Think of the successful of books like Chicken Soup For The Soul and you will see a brand that directly feeds into the Innocent archetype promise.
On a less grandiose level, the Innocent brand can really speak to anyone who is looking for a solution to an imperfect aspect of life. This works on the premise of the brand invoking the image of a world where a mistake or misstep could result in rejection, abandonment and punishment but presenting their product as a way the consumer can restore ‘utopia’.
This of course, is the broad strokes of the strategy. Clearly direct fear tactics and promises of a ‘perfect’ fix are two things that are likely to incur customer wrath and distrust.
"Free to be you and me"
Boundless optimism and unyielding faith in those around. At their best Innocents exemplify the good in the world. They are able to trust and have high amounts of faith, enabling them to avoid temptations and maintain fairness.
An Innocent’s happiness comes from living a life that is simple and wholesome. Even when difficulties arise, an Innocent archetype does not let their future to be dimmed or changed by such difficulties. They defend with positive thinking and re-framing failures or difficulties into opportunities.
The shadow side of the Innocent archetype is denial and repression. By wanting to see the world in simple and good terms, with trust in all things, this can easily lead to an inability to deal with the world as it is. By wanting to trust, this can lead the Innocent into negative situations where their trust was misplaced or naive.
This goes for adults as well as children. Think of people who believe they are comfortable in their jobs, despite doing minimal work. Those people who get taken in by scammers and confidence men. Think of those adults who are constantly dependent or co-dependent on others and are unable to rely only on themselves.
Innocents As Customers
Customers who resonate best with the Innocent brand, are those who are most driven to find their ‘perfect’ life. Their primary drives are to find happiness.
Don’t mistake Innocents as only being children. As with all things in life, the archetypal journey is circular and the Innocent archetype is both the beginning and end of that journey. The Innocent archetype works just as well for young children, still in awe of the world, through to retiring Innocents who have come to peace with the world and are looking for a slower pace of life.
- Core Desire: To find their way back to paradise
- Core Goals: To be happy
- Fears/Barriers to Success: A deep worry that they may do something bad or wrong which will cause criticism or punishment
- How this informs the Innocent’s Actions: They strive to always do things right
Motivation: A desire of pure goodness and simplicity
Stage One: Innocents begin as being trusting and naive, they are highly dependent on others and trust they will be looked after
Stage Two: They become positive, learn to frame failures and achieve a sense of renewal
Stage Three: Innocents come to understand that their purity comes from their values, from being rather than doing and they inherit a sense of peace and oneness.
The Promise: The Simple Life // Paradise // Renewal