Your brand archetype is

The Innocent

You value simplicity and are motivated by fulfillment. You believe in being a good person and looking at the bright side of things, and that’s what brings out the best in people. This archetype is perfect for non-profits, churches, local general stores, and natural or organic products. You dig? They promote wholesomeness and sincerity like nobody’s business. They know the world doesn’t have to be complicated, and they love that. So if you want to keep it simple and sweet, go for the Innocent archetype.


Keep it simple. Life doesn’t have to be hard

Brand voice

Concise, simple words and cheerful

Innate Advantage

Faith and optimism

What clients feel

Encouraged, light, and connected


Get it done right


Committing mistakes leads to consequences and punishments

The Innocent Archetype overview

If you’re all about keeping things simple, spreading good vibes, and finding joy, then the innocent archetype is your jam. This type of person always tries to do the right thing, and they strive to keep the peace and maintain a sense of harmony in their lives. Think of the local shop owner who’s always promoting community businesses and donating time to animal shelters. They’re reliable, honest, and never cause a fuss. At the end of the day, the innocent’s main objective is to be happy, plain and simple.

levels of the innocent archetype

Archetypes come in levels. The higher the level, the more advanced the brand. The lower the level, the more basic it is. Simple as that.

Level 1

Being happy is your birthright. No drama, no gimmicks. Innocent brands believe in purity and trust, and they keep it simple. They promise straightforward solutions to problems and fear anything immoral or negative. That’s how they roll

Level 2

The innocent archetype focuses on achieving a simple, happy life by shifting mindset and lifestyle.

Level 3

The Innocent believes true happiness comes from within

The Innocent Archetype in action

Let me tell you about the Innocent archetype. They’re all about keeping it simple, staying optimistic, and finding happiness in everything they do. Their brand image is peaceful and comfortable, using soft colors and honest messaging to make you feel safe and secure. They want you to take a deep breath, relax, and enjoy the simple things in life.

In the office, they’re all about being dependable and honest. They don’t take risks or try to reinvent the wheel, but they sure know how to get things done right. They love structure and organization, so if you’re the type of person who’s detail-oriented, you’ll fit right in. And don’t worry, they won’t be changing things up too often. It’s all about consistency and getting it right every time.

Example of brands that uses the Innocent Archetype

Leverage your Archetype,
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Want to attract more of the right peeps? Dive deeper into brand archetypes and learn how to work ’em like a pro.

When your brand become MAGNETIC

Attract and source clients that choose to work with JUST you.

Uncover your true gifts (which are different from your offering)

Gain clarity on your long-term vision and zone of genius

Master your story and your message

Create an authentic brand that magnetically attracts your ideal client

Clients start reaching out to YOU, no more chasing

Make your Brand


Hey there, it’s Michele. Nice to meet ya! And get ready, ’cause I’m gonna shake up the way the world sees your brand…forever.

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Build a brand that’s so irresistible, it’ll pull your
dream clients towards you like magnets.


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Get crystal clear on who your ideal clients are, how they see you, and how you can serve ’em like nobody else.


Create an attractive Messaging

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Translate the magic that happens in your 1-1 interactions into a powerful digital presence.

Let our clients do the talking, ‘
cause their success speaks for itself.

“Inner Light transformed my vision into something magical.

I had the feeling Michele could see right through me. He is not just a Branding Expert, he is an artist.”

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Founder of Being Interior Design Magazine

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Co-founder at HUH Institute

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