In this week’s Creator’s Tip we again speak with Patrick Hanlon author of "Primal Branding: Create Zealots for Your Brand, Your Company, and Your Future." After reading his book, I started applying the seven aspects of the Primal Code to my personal vlog channel and started seeing a increase in engagement, our subscriber rate increased, we started getting more comments, and views increased, as well.
Earlier this week, we talked with Patrick about how to turn viewers into brand advocates through the art of primal branding. Today I share some of the practical ways in which I tried to implement the concepts of Primal Branding into my personal vlog channel with the hope that it may provide you with a solid base for how to implement it into your online video content and start strengthening your community.
Applying the Primal Code for Online Video Communities
1) The Creation Story: For people who were with me from the beginning they know about our back story. However, there are a number of viewers who jumped in later and it’s like jumping in the middle of a TV series and knowing none of the characters. To avoid this, I created a one-minute animated video that gave a brief background.
I chose animation because I wanted it to be engaging and interesting and felt that animation would be just different enough to hold people’s attention.
One of the things I do to ensure viewers know where to see this is at the end of every single video I put an annotation link to the video, giving viewers a call to action. Providing the creation story is important because it provides a link, something to make the viewers feel attached to the creator.
2) Creed: This came naturally to me which is basically my belief system. A lot of companies and organizations seem to forget this part. They do a great job of describing the content but forget to give the reason they believe in something.
3) Icons: As mentioned before, icons are things that people associate with a video. Things that connect them to the video or they expect to see. For my vlog channel it would be things like my hat or even my kids.
4) Rituals: These are the things that are repeated over and over again that people learn to expect and look forward to. If you post your videos on a very regular schedule, like Creator’s Tip videos are scheduled every Thursday at 9 a.m. Pacific time or noon eastern time. Rituals are really the repeated engagements we have with the brand or with the brand community. They’re important, and they can be positive or negative. Having a negative experience or negative ritual, is not good. You want to make them positive. For my video, I always start with introducing the topic. The ritual includes the logo, intro, and content.
5) Language: These are the things that you commonly expect to hear from people that are things that only that particular community would really understand and know. It’s not just the words. The mannerisms, the articulation, and the vocalization are all part of it. They’re instantly identifiable. If you know the words you’re a part of that community. How well you know them kind of sorts out where you fit within that hierarchy. If you guys watch Chez Carl on YouTube, you know the “Hey! I’m vlogging here!” You’ve got that thing. Toby Turner has tons of different rituals and different sacred words in his videos that you learn to expect. You know, he does the, “bless you,” if you sneeze in the middle of the studio. You grow to expect that, and it has become a part of that. Only the people that are a part of his community know what he’s talking about.
6) Anti-Believers: There are always a group of non-believers who go against the code or creed. With my videos my creed was basically that we believe that life is meant to be shared and the non-believers were all those who didn’t believe in that. Just realizing there is that piece was freeing for me as a creator because as a human we want everyone to like and watch our videos, but you have to realize that the content is not necessary for everyone in the entire world. It’s meant for your niche and it helps you to better cater to that group.
7) Leader: This is the person that everyone looks up to. It’s the person that’s kind of leading the charge. The creation story’s often wrapped around them, as well, in some ways. The leader’s recreates the world from their point of view. It’s really the leader’s responsibility to pull together all the seven pieces of primal code. When all seven of them are together, it’s just turn people’s heads around. People feel like there’s something whole there. There’s some kind of wholeness and completeness. For my vlog channel, my wife and I are definitely the leaders. You are probably the leader of your content. You probably have part of the primal code in place even though you may not realize it. The key here is to realize the role and the position that you play and to really capitalize on that. You need to pull the seven aspects together to really drive your brand.
QUESTION: How will you implement the Primal Code into your video content to strengthen your community?