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  • Writer's pictureDeonna Lindsay-Lewis

Build A Sticky Innocent Brand!

Updated: 6 days ago

Don't Worry. Be Happy.


You are obsessed with the idea of a happy ending (the pure kind). The idea that bad things happen to good people? TRASH. Okay, you may sometimes believe in goodness so much that it comes across as charmingly naive, but you absolutely believe in a great comeback story. Being good for goodness sake is an ideal that you backstroke in while coming up for an organic farm-to-table dining experience (table decked out in freshly picked flowers and hand-poured candles that simply smell of dandelion) with your very best friends or family. JOY and FUN are non-negotiables. In fact, you believe that the world would be better if we all uncomplicated our lives, the products we use, and our routines and just got back to doing the very simple things that make us happy (and healthy). Your religion is possibilities and you worship by dreaming-reveling in imagination and wonder. It keeps you connected to yourself (your purest wants and deepest values). You may be the Miss Congeniality of the archetypal world, because in true form, all you really want is (dare I say it without initiating the gag reflex) world peace. I know. I know. It's super sappy, but you like sappy. And you love even more the idea that we can create our own paradise. There lies the keys to freedom.


So why build an Innocent brand? You first exist to create simplicity and joy in your life- a life where you are free to be yourself and live out your highest values. THEN, you exist to help others to do the same. You want to help people find happiness, goodness, ( and their very own Utopia or paradise) by spreading optimism and reminding others of the simple pleasures of just living.


You create experiences that make people feel HAPPINESS, NOSTALIGIA, and ENCOURAGED-like being wrapped in a chunky knit blanket (made organically and sustainably of course). There is no greater sin than betraying your own values (except maybe tossing your Starbucks coffee cup out on the side of the freeway). Your messaging encourages others to get back to good, old-fashioned fun, goodness, joy, and wonder.


Polyanna | Utopian | Traditionalist | Mystic | Saint | Dreamer | Idealist

While there are universal truths about the Innocent archetype, there are shades to this! On one end of the spectrum, you may be someone who finds the fun in everything, always curious and playful. On the other end, you may be committed to purity and creating a fair and beautiful world for all (even to the point of separating yourself from "worldly pleasures").


Here is the quick and dirty hit list of traits, brand do's and don'ts, themes and IN THE WILD examples to inspire your sticky Innocent brand elements!

  • Wholesome

  • Imaginative

  • Optimistic

  • Simple

  • Curious

  • Simple (easy to understand)

  • Concise

  • Cheerful

  • Positive

  • Transparent/ Honest

  • Purity

  • Transparency

  • Honesty

  • Goodness/ Wholesomeness

  • Real

  • Joy

  • Possibilities

  • Wonder

  • Imagination

  • Unconditional love

  • Values

  • Integrity

  • Idealism

  • Cleanliness

  • Dream

  • Optimism

  • Negativity

  • Fakeness

  • Manipulation

  • Sarcasm

  • Irreverence

  • Grunge

  • Conflict

  • Low-vibrations

  • Anger

  • Self-deprecation

  • Dream-zap

  • Over-complicate

  • Maximalism

Your offers lead your audience to happiness and help them to create a life of simplicity and purity. Consider:

  • Lead magnet: A fun Quiz ("What kind of _____ are you?")

  • Hero product: A simple, but wonder-filled guide

  • High-end service: A "Back to the Source" Experience (Ex: A trip to a Costa Rican coffee farm to see the product created from end-to-end)

On-brand themes + perspectives to jumpstart a brilliant brand story!


Create a battle in your story between good and evil or tell a story of genuine tragedy that could have easily been avoided if only (sigh) a better alternative existed or had been considered. Place yourself on the side of right and tell a simple, honest-to-goodness tale that reminds us all that we really do want the angels to prevail!


  • Purity Vs. Filth

  • Care Vs. Harm

  • Back to Basics

  • Enjoying the Simple Things In Life

  • Angels & Demons

Word Bank//

  • Honest

  • Pure

  • Simple

  • Utopian

  • Happiness

  • Hug

  • Soft

  • Gentle

  • Warm

  • Old-Fashion

  • Bright

  • Play

  • Sweet

  • Basic

  • Lovely

  • Friend

  • Joy

  • Dream

  • Delight

  • Optimistic

  • Ideal

  • Hope

  • Positive

  • Wonder

Be inspired by other Innocent brands out in the wild!

  • Dove

  • The Honest Co.

  • Coca Cola

  • Nintendo Wii

  • Dorothy in The Wizard of Oz

  • Honest Abe


Sticky brands carefully blend two or three archetypes into an irresistible cocktail to tell a richer, more nuanced story and connect in ways that feel more human and desirable! Grab this free slingshot to help you craft your sticky brand right now!


The information shared within this article is based on the psychology-backed work of Margaret Mark and Carol S. Pearson as well as Margaret Hartwell and Joshua C. Chen.

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