INNOCENT - brandonian.com · The Innocent ..... 6 Using Your Archetype Within business ..... 10 The Innocent Trap Going over to the dark side..... 12 Innocent Customers ... Tell the

Archetype Profile Your Brand Archetype

Insights.

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INNOCENT

2 ©Brandonian P/L | All concepts presented remain copyright of Brandonian

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Copyright Statement

© Copyright Brandonian Pty Ltd – All IP, ideas,

concepts and supporting materials are the property

of Brandonian Pty Ltd.

CONTENTS

The Methodology How we define your future brand .................3

Meet all the Archetypes ..................................4

How Archetypal Theory is applied ...............4

Motivational Theory ..........................................5

Meet Your Archetype The Innocent .......................................................6

Using Your Archetype Within business ................................................10

The Innocent Trap Going over to the dark side .......................... 12

Innocent Customers What are the characteristics? ....................... 13

Awaken Your Archetype How to present a Innocent brand? ............. 14

What’s Next? Tell the world ..................................................... 15

Get some help .................................................. 15

This is your Brand Archetype Profile insights document. It captures the essence of your Brand Archetype and can be used as a basis for building your future brand.

From here you can flesh out your brand strategy further to include all your future business and marketing activities.

We offer workshops to take this to the next level and develop a thorough plan and guidance. For more information, please contact us through brandonian.com/workshopenquiry

Always ask:

“Are our plans being built from our Brand Archetype as defined in this Brand Archetype Profile?”

©Brandonian P/L | All concepts presented remain copyright of Brandonian.

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DISCOVER THE METHODOLOGY

Exploring the direction for your brand is based on a clearly defined

mapping methodology.

HOW WE DEFINE YOUR FUTURE BRAND

We believe marketing is a method and consumer buying behaviour is a science (neuro-marketing). We developed our Brandonian system to combine the two to make marketing a methodology.

Our Brandonian system is based on Swiss psychiatrist Carl

Jung’s theory of ‘archetypes’ or brand characters. Archetypes

allows us to define the soul of your brand and express it in

ways that tap into universal feelings and instincts we all have.

Jung stated we are all born with an understanding as to what

certain characters (archetypes) are. For example, think of a

mother figure (Caregiver). If I asked you to write a page of

descriptors as to what that means to you, you would have no trouble

filling the page and what you would write, would be very similar to

many others.

This is why we align your brand with an archetype. When we start

telling stories and using language in the context of that character, your

customers can easily connect with your brand. It feels right, they know

you get them and you no longer need to compete on price or product

features. For example, Jeep are an Explorer brand. In their marketing

they talk about all the places you can go, and show the owners away

from home, in rugged landscapes escaping and discovering new things.

Ultimately, they are selling freedom, the vehicles just enable that feeling.


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MEET ALL THE ARCHETYPES

HOW ARCHETYPAL THEORY IS APPLIED

The online test you have just completed was a process of discovery, where

you had to think about what it is you are really selling and what emotional

response you want your customers to experience with your brand.

Simon Sinek said it best when he said,

‘People don’t buy what you do, they buy why you do it’.

Your brand’s emotional connection with your customers will be defined by your archetype.

You can tell your brand story from your business’s perspective as to why you created what you

have, or you will tell your brand story from a customer-focused perspective, telling them why

they need, or what they can expect from using your product or services.

For example, Mercedes Benz (Ruler) is a business whose main business focus is to produce

cars that are the best and most innovative on the market and continually demonstrate why

in all their marketing. Whereas Alfa Romeo (Lover) are selling with a customer focus, selling

customers an Italian love affair, encouraging new customers to experience the passion of

driving, to hear the engine, feel the leather and so on.

This insights document has been designed to help you, your team and any future employees

understand your archetype so you can attract the right customers and communicate your ‘why’

effectively, so your business can be seen and heard in a crowded market place.

We spoke about the fact that people don’t buy

what you do, they buy why you do it (Simon Sinek).

So it follows then that if you understand what motivates

an individual, or a collective (like a target market),

then you can strategically communicate and interact

in ways that are designed to trigger and leverage an

underlying motivation and the unconscious drivers

of your customers.

At its core, motivation is a theoretical construct

used to explain behaviour. It represents the reasons

for people’s actions, desires, and needs. Motivation

can also be defined as one’s direction to behaviour, or

what causes a person to want to repeat a behaviour

and vice versa.

Motivational theory can be refined down

to four major human drivers:

1. Belonging (Generosity)

2. Independence (Self Actualisation)

3. Stability (Control)

4. Mastery (Risk)

From your Brand Archetype Insights Test, we

established that the actions your business performs

on a daily basis are the hallmarks of an Innocent.

Let us tell you more about what this means for

your brand.

INNOCENTThe Innocent sits in the right quarter where independence is the underlying motivation

behind decisions and behaviours of your brand.

An Innocent brand provides a means to experience paradise, allowing their

customers to feel truly happy and at peace with their lives.

MOTIVATIONAL THEORY


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S

M

B I

Stability

Ind

ep

en

de

nce

Mastery

Be

lon

gin

g

These are the primary tensionsfaced regularly in a person’s thinking

Life requires constantnegotiation along these poles


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The InnocentThe Innocent in each of us wants to live in that

perfect land where we are ‘free to be me’.

Wish To experience paradise

Focus To be happy

Fear Doing something wrong or bad that will provoke punishment

Strategy Do things right

Trap To deny or suppress problems

Purpose Faith, purity and honesty

‘Don’t worry, be happy’

7

Purist | Idealist | Muse

The InnocentThe promise of the Innocent is that life does not have to be hard. You are free to be yourself and to live out your best values right now, right here, just by following simple guidelines. The Innocent is extraordinarily attractive in this hectic, stressful age because it promises that you can get out of the fast lane, relax and truly enjoy your life.

People who resonate to the Innocent archetype long to have the perfect work, the perfect mate, the perfect home, perfect kids and the ideal life.

The Innocent is pure, wholesome and faultless, free from the responsibility of having done anything wrong or hurtful to others.

The Innocent Business: These include mum and dad shops, small neighbourhood businesses and any organisation that is unconsciously dedicated to practicing simple values. The Innocent archetype is also connected to the concern people feel about large, anonymous conglomerates buying or closing out small, community-based businesses, as is dramatised in movies like You’ve Got Mail.

The Innocent Culture:When the Innocent archetype is active in a culture, the team has no hidden motives and are honest and supportive of each other. The workplace is clean and organised and there is a simple system to follow.

Examples of Innocent Brands:Innocent movie stars: Doris Day, Meg Ryan, Tom Hanks, Dorothy (Wizard of Oz).

Innocent movies: Local Hero, Lassie, Forrest Gump.

Innocent brands: Disney, McDonalds, Coca-Cola, Dove.

The Innocent archetype provides a good identity for brands that:• Provide a relatively simple answer to an identifiable problem

• Are associated with goodness, morality, simplicity, nostalgia, or childhood

• Have functions associated with cleanliness, health, or virtue – and that are infinitely replicable

• Are priced moderate to low

• Are produced by a company with straight-arrow core values

• Desire to differentiate from a product with a tarnished image

©Brandonian P/L | All concepts presented remain copyright of Brandonian. DISCOVERING BRANDS

DISCOVERING BRANDS

Discover your brand at brandonian.com@mybrandonian [email protected]


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THE EXPLORERYour Future Brand promises new experiences and challenges us to

give them a go. By trying them, we create the possibility to learn a little

more about ourselves.

YOUR ARCHETYPEYour Future Brand has ideals of a

perfect land where everyone is free to be themselves.

©Brandonian P/L | All concepts presented remain copyright of Brandonian.

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Purist Idealist Muse

Fundamentally, an Innocent provides a means to experience your own individual version of paradise

The Innocent genuinely wants to make you happy

through a simple kind of goodness and purity. Always

clean and honest, Innocent brands demonstrate

trust, optimism and an unbridled sense of wonder.

Importantly, they never operate with a hidden agenda,

and act with a clear mind, free from preconceptions.

Innocent brands are known to promise a predictable

rescue from an imperfect world, often triggering a

memory of simpler times.

There are 3 core types of Innocent:

• Purist;

• Idealist; and

• Muse

The Innocent often works behind the scenes,

particularly the Muse who quietly influences a person

to evoke their inner most feelings or skill sets. The

Idealist knows of a better world and how to inspire

others to achieve it. They will guide the way with

authenticity, showing you the perceived limitations

in your life and how to overcome them. Conversely,

the Purist revels in simplicity and tradition, providing

happiness and triumph through wholesome goodness

and the realisation of a perfect world.

No matter the type of Innocent, Innocent brands

promise that life doesn’t need to be hard, with all

roads leading to simplicity in one form or another.

They often reflect on memories of a simpler time, be

it childhood or before a major event. They rescue you

from a hectic and unbalanced world and often appeal

to those searching for the perfect work, partner,

home, kids and life. Many of these Innocent brand

users may have one or some of these aspects but are

looking for a way to better appreciate what they have.

MEET YOUR ARCHETYPE

Relating the Innocent archetype to the world of today

Purist – Walt Disney Studio: every film and brand touch point demonstrates magic and positivity leading to a

renewed balance and the realisation of a perfect world.

Idealist – Abraham Lincoln: believing in the power of positive change, Honest Abe saw a better and fairer way for

Americans to live and took action to make it a reality.

Muse – Yoko Ono: an inspiration for John Lennon, she evoked creativity, fuelled the imagination and expanded

his horizons.

USING YOUR ARCHETYPE WITHIN YOUR BUSINESS

What is the environment you are seeking to simplify?

The Innocent brand works to make life more simplified for its customers. Any environment

in which their customers are experiencing problems, difficulty or stress, an Innocent brand

acts to change this. The modern lifestyle of time-poor, busy and anxious individuals is the

perfect era for Innocent brands to thrive. They will appeal to those living life in the fast

lane, as the Innocent promises to remove life’s stressors to help you relax and truly enjoy

life. They often promise to take this ‘messy’ world and make it clean and new again,

restoring order and beauty, and solving a problem quickly and without fuss.

Innocent brands have qualities that others find inspiring.

The secret to an Innocent brand is about who they are, not just what they do. Innocents

are known for their simple values, hints of nostalgia and a desire to help people get back

to an easier way of life. Innocent brands have no hidden motives and know how to trust

and forgive.


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What does the Innocent stand for?

The Innocent stands for peace, happiness and simplicity – an idealistic world that results in a simple and truly

enjoyable life for those living within it. The Innocent acts against difficulties and stress, as they are always

promoting an easier way. Often altruistic, cooperative and respectful, the Innocent is always enthusiastic about

improving the wellbeing of others. They are often seen as acting as a catalyst for positive change.

What is the way my brand should operate?

The emotions that surround an Innocent brand are inner toughness, resilience and positive attitudes. Fostering a

strong vision and work ethic towards making a difference to each customer is important and so is the cooperation

and collaboration of the team.

Innocent brand customers want peace, ease, naturalness and want important things to endure. The goal is to

give the customer a product or service that leaves them in better shape than what they were in before they made

the purchase. Innocent brand customers will value honesty and your promise of a predictable rescue from an

imperfect world.

Innocent brands are short on innovation and long on loyalty. You should follow a simple system in order to solve a

problem and make things easier for your customers. There is no need to continually innovate in this business, it is

better to focus on doing the simple thoroughly and very well, every time.

How will an Innocent brand stay motivated, disciplined and focused?

An Innocent brand will stay focused by continually striving to create positive change for customers, ensuring:

• greater human connection

• ease and simplicity of life

• happiness

• an experience of paradise

Encourage a culture of sharing success stories, internally and externally, not only to motivate and inspire, but to

help your team focus, and continue to find and help more customers discover their version of paradise.

One idea that resonates well with an Innocent brand is to help a charity that makes the world a better place. For

example, you could support a charity helping children. Children are seen as Innocents, and if you can help simplify

their life in some way your customers and team will be more motivated to help.


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INNOCENT TRAP

Over-promising and making paradise unattainable

When Innocents become so entwined in their nostalgic ways, it can become easy to make

paradise much grander than what it is, leading to disenchanted customers and the ongoing

pursuit for an inflated level of happiness. Additionally, guiding, influencing or inspiring a

customer to a happier life that is not of their own choosing, that benefits the brand more than

the customer, is acting with a hidden agenda and is not in line with Innocent values.

For example, selling a service package with more hours than required to complete

the job is acting with an underlying motive for greater profit rather than the best interests of

your customer.

Fully understanding the needs and desires of your customers (this includes your business to

business customers) and identifying what work they need done now and what they will need

to do to keep mould away in the longer term will allow you to create a package (and provide

a solution) that improves their environment and restores a healthy home. By following this

process you will avoid the Innocent trap.


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INNOCENT CUSTOMERS

What are the characteristics of Innocent ‘type’ customers?

The ideal world for an Innocent is one of simplicity, peace and purity. You bring calm to the chaotic

life of modern consumers. The Innocent in each of us wants to live in a perfect place, where we are

comfortable to be ourselves.

Think white picket fence, perfect kids all living in a house where everything is simple and pure.

Every culture has myths of a time when life was perfect. For example, the Balinese still live in a

culture today where the family live together in paradise, enjoying everyday and helping each other

with daily rituals. Life is simple.

With this in mind there are two types of thought for your ideal audience:

• Utopians – imagine their perfect world in the future

• Edenists – if is life not perfect now, they believe it once was in the past

Innocent brands are allied with the past but also associated with resetting fundamental values and

simple pleasures for the future. Innocent brands have optimism, always trying to get life right (the

glass is always half full). They offer a sense of wonder and value doing what is right.

“Your goal is not to do business with everyone that wants what you have. Your goal is to do business with

people who believe what you believe.” – Simon Sinek


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Utopians Edenists


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AWAKEN YOUR ARCHETYPE

How do you present a Innocent Brand?

An Innocent Brand exudes simplicity and peace – a place of purity, relaxation and contentment.

The Innocent should be at one with the environment, allowing the user’s realisation of paradise to shine through and

take precedence. They are the wall flowers in many ways, allowing what could be, to shine brighter than themselves

as that is how they measure their success.

On hold music could be sounds from nature as it is calming and slows the pace.

Colours should be soft and inviting, even pastel to allow fantasy to take over (you can even get away with a little bit of

a spiritual influence).

Imagery should be uncluttered and classic, offset by adequate white space within a layout. Although Innocent brands

are often positioned in a low to medium price range, they can evoke premium feelings through the sharing of a

priceless experience such as cherished time spent with family or the continuation of family rituals.

As life becomes more complex, the use of imagery that suggests they are being rescued can appeal to Innocent

customers. People who are most likely to engage with, or resonate with, the brand are the kind of people that long to

have the perfect mate, the perfect home, the perfect kids, etc.

Using soft language in your marketing to support your messaging as opposed to using powerful messages about

health risks and/or imagery showing lots of mould and dirty spaces. This type of in your face imagery will project a

feeling of control or dominance rather than influence and care.

Remember to stay true to the type of Innocent your brand is.

Keep choices to a minimum and remember customers like predictability and certainty. Working to a ‘franchise’ system

that maintains service levels and predictability is perfect for an Innocent brand.

WHAT’S NEXT?

1. Digest the information.

Read through this document and take the time to digest the information. We want you to understand and think

about all the content within this document. If you are unclear as to how you would use this information in your

business, then we are here to help.

2. Create a brand update and marketing plan.

Review your next actions, create a plan to implement your Brand Archetype Profile Insights.

3. Do you want help to expand and fully implement your Brand Archetype?

Brandonian’s expert Strategists can workshop your brand with you in greater depth. We will work with you to fully

realise the potential of your new brand by articulating your purpose. By creating a unique message and language

to express your Brand Archetype, you can’t be replicated.

GET SOME HELP

If you are having trouble understanding or awakening your archetype, Brandonian can help. Our Online Test and

this Archetypes Insights document has been designed to get you started and give you something you can work

with to stand out and be heard in the crowd at price everyone can afford.

It is important to note that the process to determine the archetype most suited to your business is a four hour

workshop with your key stakeholders present. We can only partially replicate that through an online quiz.

While any archetype can be used to create a language to consistently communicate with the world, this online quiz

may not have arrived at the archetype best suited to your business. We would recommend further discussions with

one of our strategists.

Our whole purpose and reason for being is to help small business be seen and be heard. We created this test and

archetype system because we kept seeing so many businesses just like yours, with good people in them and a

great product or service, but no one knew about them. We wanted to offer what big businesses with deep pockets

pay big dollars for to give smaller businesses the same competitive advantage.

So if you are having trouble using what you have just discovered, but can see how this thinking can really help your

business to be seen and heard and ultimately grow, we are here to help.

We can help you in many ways, from creating you a set of branded graphics and brand statements to setting up a

number of different templates that you can use straight away and build off.

We can define for you a tagline and a why statement or write some website copy with brand language capturing

your point of difference.

Just get in touch and we can chat about what will help you the most.

To inquire into how to successfully implement your new

Brand Archetype Profile Insights, please contact us

through brandonian.com/workshopenquiry


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Documents

INNOCENT - brandonian.com · The Innocent ..... 6 Using Your Archetype Within business ..... 10 The Innocent Trap Going over to the dark side..... 12 Innocent Customers ... Tell the