This week on the Creator’s Tip, Patrick Hanlon from Thinktopia talks to us about his book Primal Branding. We’ll cover the seven aspects of the primal code briefly and why you should incorporate it into your video marketing activities to help your viewers better identify and attach themselves to your brand as advocates.
What is Primal Branding?
Primal Branding is all about building communities. Brands should be looked at as consensual groups, meaning people who want to get together and do the same thing. A brand is essentially a belief system. It helps you to let viewers and consumers know who you are and what you are about. There are seven pieces that work together to fully create that brand image and belief system.
7 Primal Codes
1) Story. Your brand needs to have a story or a background. It tells where your brand originated from and gives viewers or consumers something to connect with and something they can believe and trust in themselves.
2) Creed. This tells what you believe in and how you might be different or similar to other belief systems out there.
3) Icons. These are quick associations or flashes of meaning that are associated with your brand. They can be visual, a particular smell, sound – things like the taste of McDonald’s French fries, the sight of a Coca-Cola label or Mickey Mouse ears.
4) Rituals. Rituals are a repeated an experience associated with the brand, whether it’s positive or negative. The kind of engagements your viewers or consumers have with you will build up a certain expectation about your brand and future experiences they can expect to have if they watch your content.
5) Language. All belief systems or brands have their own set of language and words with a special meaning for those who buy into the belief system. If someone wants to be “part of the group” they need to learn the associated words.
6) Anti-believers. For every belief system there is a group of anti-believers (ie Mac users vs PC; Republicans vs Democrats). It identifies who and what the brand is or is not. It can also give you a good idea of the direction you want to take your brand or which directions to avoid.
7) Leader. Finally, there needs to be a leader. People who set out against all odds to recreate something in the world in their vision. It ranges from big name individuals down to team leaders and sales managers.
If you can effectively incorporate all seven pieces into your brand and content it creates an effect that makes people take notice. Many products and brands have only one or two pieces of the code and in some cases this is enough for effective branding however, the more pieces you can incorporate into your channel and brand the more cohesive your image and brand will be and easier to attract and keep viewers and consumers interested in what you are doing and offering.
QUESTION: What parts of the primal code are missing from your content's community?