YOUR BRAND ARCHETYPE IS—

✦

"Don't worry, be happy!"

✦   A.K.A — The Dreamer, The Purist, The Optimist, The Idealist   ✦

The Innocent archetype embodies a personality that celebrates simplicity, joy, and authenticity. This brand archetype values the beauty of the uncomplicated and encourages a childlike wonder and curiosity in its audience. It believes in the innate goodness of life and inspires optimism and hope. The Innocent brand archetype fosters trust and loyalty by embodying transparency and honesty. It cherishes and respects nature, promoting sustainable practices. Overall, this archetype portrays a positive and sincere personality that embraces simplicity, spreads joy, and encourages others to embrace their genuine selves.

IT'S LIKE THAT FRIEND THAT:

Is a ray of sunshine in your life! They have a childlike personality, innocent and contagious and full of joys that brightens any room they enter. They see the world with a fresh and optimistic perspective, always finding beauty in the simplest of things. They're authentic and so honest, you immediately trust them and know you can rely on them for support. They're caring, nurturing and being around them reminds you to appreciate the small joys in life. They are the kind of friend who embraces simplicity, brings positivity, and makes you feel safe and loved in their presence.

• JOYFUL
• OPTIMISTIC
• GENUINE
• KIND
• PLAYFUL

• IDEALISTIC  
• HOPEFUL  
• TRUSTWORTHY
• FRIENDLY  
• GOOD-NATURED

To create joy by enjoying the simple things and living in the moment.

Attracts those who look for and appreciate a positive brand experience where they feel hopeful and inspired. The joy-seekers, fun-loving customers looking for brands that promote well-being and positivity.

Charismatic
Captivating
Inviting
Wise
Inspiring

A sense of awe/wonder
Inspired
Empowered
Curious
Educated

Imagination
Innovation
Transformation
Curiosity
Knowledge

Stagnation
Indecision
Uncertainty
Inability
Confinement

Making sure they don't come across as manipulative or too innovative and creative that they lose or confuse their potential clients.

This color palette is just an initial suggestion based on color psychology according to the characteristics of this archetype and how we want the audience to feel.

Selena

Mindy from "The Mindy Project"

Gina Rodriguez

RETAKE THE QUIZ

SEE ALL ARCHETYPES

HELLO—

I'm Donaji!

Identifying your brand archetype is a great first step to discovering your brand's superpower and magic. This can be a powerful tool to help you better align yourself and your values to your brand's personality.

For years, I've been using brand archetypes in my process with my clients but I always felt uneasy sending them elsewhere to take quizzes or read blog articles because unfortunately, most of the information on brand archetypes do not give us examples of characters of color. So I felt the urgency to create my own, representing women of color for each archetype and creating content around who my clients are and what they do, making this discovery process more representative of who you are. 

I hope your results gave you a better idea on how your brand can exist in the world and how that aligns to you.

Now that you got that down, let's build you a roadmap on how we can bring this archetype to life!

STAND IN YOUR POWER