The Purist – Is It Your Brand Type?

The Purist

As promised in the article, Does YOUR Brand Take a Stand? – the Archetypes, we begin our examination of the 12 character types that brands fall into.


Our first character type is The Purist. Is this the archetype of your brand?

Is your brand a purist?


According to Wes Kisting in The Purist Philosophy,

Purism is the broad, generic name for the minimalist philosophy which includes the core principles more popularly known as the “ultra light” or “go light” mentality.


In its purest form (no pun intended), the purist philosophy advocates simplicity and self-reliance as the keys to a safer, more enjoyable, and more meaningful (hence “purer”) encounter with nature.


The Purist is also known as the Innocent or the Idealist.


So, is YOUR brand “wholesome, exemplary, and highly ethical”?

Does it believe in “being good and doing good”?

Are its core values “simplicity, purity, health and good simple living”?

Does it take a stand for what is right?


Sayings The Purist Lives By

These include:

  • Look at everything through kindly eyes
  • Nice guys finish first
  • Do the right thing, even when no one is looking


Values The Purist Holds Dear

A Purist champions values such as:

  • Harmony
  • Peace
  • Simplicity
  • Purity
  • Innocence
  • Honesty
  • Happiness
  • Faith


Attitudes The Purist Hates

A Purist disdains:

  • Deception
  • Discord
  • Complication
  • War
  • Inappropriate Behaviour


Qualities in Opposition to The Purist

These include:

  • Negativity
  • Prejudice
  • Evil


The Purist in Personal Brands

Some well-known personal Purists are:

  • Julie Andrews
  • Mr. Rogers
  • Michael J. Fox
  • Princess Diana
  • Audrey Hepburn


In doing my research for this series, I wanted to find some everyday people whose personal brands fit the various brand archetypes. Here are a couple examples of personal Purists:


[I would like to add some more everyday personal brands to this list. If you know of any that might fit into this category, please submit your suggestion via the comment section below. I will review them and determine whether or not they make suitable candidates to be added to the list. Thank you in advance.]


The Purist in Business Brands

Some well-known business brands that are Purists include:

  • Disney
  • Dove
  • H2O
  • Make-a-Wish Foundation
  • Sesame Street
  • Brita Water Purifiers
  • Whole Foods


Here are some more Purist-type businesses:


In the Meantime…

For more on purism, you might find the following resources interesting:


Visit our “Who and What of Business Branding” board on Pinterest for more insights.

Follow iBeFound International Ltd’s board Who and What of Business Branding… on Pinterest.


Time for YOUR input

  • What other well-known people and businesses are Purist brands?
  • As a personal brand, are you a Purist?
  • Business Owners: If YOUR brand is a Purist, please share what makes it so.


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