Primal Branding Series #1 – Creation Story. What’s yours?
I am going to start a new series of posts, based on the books I have read. These posts aim to internalize and apply the knowledge I have gathered through my readings. I am going to start with Primal Branding by Patrick Hanlon.
The premise of the book is that every brand should connect with people on a “primal” level based on a belief system. By belief system, he did not mean religion, etc., but rather the common belief system among people. There are seven elements to any given belief systems, and how would a marketer put these seven elements together to make you believe in his/her brand. To start, have a creation story.
Every brand should have a creation story. For people to believe you, they have to understand where you came from. If they do not understand where you came from, what your motives might be, they would not believe you, and they would not trust you or what you say.
The creation story is the beginning of the story about you. Where you came from, what you had done since, what brought you to here and now, in front of me.
There are many examples of this in the marketing world. Think of any strong brands, and you would at least vaguely know their creation story. This is the “about us” section. This is where you beginning to build trust with that company. For example, Starbucks is one of my favorite brands. Even if you do not know much, you probably know that it started in Seattle with a vision to be a “third place.” But, do not worry, Starbucks is more than happy to share with you their creation story. From their “about us” section, the entire story about Starbucks is detailed in their Company Profile.
What is your story?
As a marketer, I believe that the first product that I should market should be myself. Therefore, I have attempted to beef up my About Me section. What do you think?
What you think is important. Because it’s one thing for me to tell you my story, but it really is what you hear that is the most important. I could tell you that I’m professional, but dressed in a miniskirt with too much make-up. Then, what you heard / perceive would be very different.
So, it is one thing to have a story, but it is another to embody it and live it. A story could evolve, could have new chapters. However, the story must be accurate and true. Lying is NEVER good for a brand, any brand. Everything in your brand should be consistent with the story you are telling. Every encounter in person, online, in the media, etc becomes part of your brand, part of your story.
What story are you trying to tell? Would others agree with that story?