In this article, we will be covering the Innocent Brand Archetype, and just continue that trend of ours in terms of talking about the archetypes and making it a useful resource for anyone looking at private practice management or medical practice management, or any healthcare practitioner and even any business owner. We always said that we from a customer market point of view, obviously concentrated on healthcare practitioners. But many of the principles that we talk about can be applied to any business owner. We do have to remember that all healthcare practitioners are technically business owners. So the concepts apply to all businesses.
The motto of the Innocent Brand Archetype is – free to be you and me. This sets the stage in terms of what this brand archetype is all about. And as we always have done with the previous two brand archetypes that we covered already, is we always want to compare and say, why does that brand archetype or or this particular brand archetype, the Innocent brand archetype, not make sense for us as a company.
What is The Innocent Brand Archetype?
The Innocent brand archetype tends to lean more heavily towards simplicity. They’re motivated by feeling fulfilled, can be trusted to always do things right and have proven this time and time again. A good example of that would be Tom Hanks from Forrest Gump since he is a strong, dependable character, but he valued happiness and friendship, more than he sought to gain anything else. He gives you that feeling of nostalgia. That is very much that Innocent brand archetype personified. It’s simple, it’s safe and it’s dependable.
It’s almost like the Innocent brand archetype speaks to anyone that wants to have that perfection, or that innocence around things. It’s almost like an idealistic brand archetype or, it appeals to an idealism around certain things. They talk about the promise of the Innocent brand archetype is that life does not need to be hard, you are free to be yourself and live out the best values right now, right here, just by following simple guidelines. It’s interesting though, that that Tom Hanks is mentioned as someone that is the Innocent brand archetype. This makes sense since all of his movies show him as a person that always wants to be good – The Green Mile, Forrest Gump and Big. In the movie Big, he becomes an adult (by making a wish as a little boy). His co-host in many movies, Meg Ryan, is also regarded as one of those Innocent brand archetype characters, which is quite interesting. Actors are not normally classified as brand archetype. But with those two examples, we can definitely see the honesty of associating them with the Innocent Brand Archetype.
We like that the Innocent brand archetype promises something in this hectically stressful world of ours. So you can almost paint the picture of something that is pure, something better than the normal, something almost out of this world or something that returns back to the basics of nature.
Examples of The Innocent Brand Archetype
Without surprise, a big example that is mentioned is Disney. We can see that. Disney promises everything about ust taking you out of this world and and making you a child again. And it doesn’t matter how old you are, no one would turn down a ticket to go to Disneyland. It’s because they have that feel-good factor that helps you to aspire to be innocent or childlike again. The core desire of the brand archetype for the Innocent brand archetype is to experience paradise, the goal is to be happy, the fear is doing something wrong or bad, that will provoke punishment, and the strategies to do things right. The gift of the archetype is of faith and optimism. So they’re always promising something. When we started doing the research for this particular brand archetype, it almost has a religious connotation to it. There are alots of mentions of faith and optimism, and Gandhi is also mentioned. The call is for desire for purity, goodness and simplicity.
Another clear example is Coca-Cola. Over the years, if you’ve looked at it, you think about Coca-Cola and happiness. It’s a real thing. Coca-Cola have always stuck to that. At the end of the day, it’s not about drinking the beverage, it’s about the joy and the simplicity of what an ice cold Coca-Cola gives you. Throughout the years, they’ve stuck to that very same archetype of happiness, love, you know,
In the literature that we were reading as well, they mentioned that in, in the Second World War, Coca-Cola drinks to the soldiers. In probably the worst time ever, sitting on the front lines in some distant country, trying to be optimistic about the world, the soldiers open a bottle of happiness. That must have been an amazing experience! We also learn from this example of Coca-Cola, that it’s important to be consistent with your brand, your products and your company over time.
When Would You Consider The Innocent Brand Archetype for Your Medical Practice Management
The Innocent brand archetype provides a good identity for brands that provide a relatively simple answer to an identifiable problem; 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; and lastly there is a desire to differentiate from a product with a tarnished image. To summarise the brand, it seems to be more idealistic in their view on the world. It does has an appeal to people that are looking for perfection and that idealistic view. In this very chaotic world, people might crave the simplicity and purity that this Innocent brand archetype offers.
We can definitely see the appeal of the Innocent brand archetype. We don’t see the appeal for us as a company though since the Magician brand archetype still speaks more closely to us as a team and company.