A book I’ve read recently called Primal Branding by Patrick Hanlon made me think about not only marketing, but how this is tied in with our lives.
His main idea is that every successful brand has the following:
· A creation story – an interesting backdrop to how things began.
· A creed – what is your mantra?
· Icons – the symbols that make your product instantly recognisable.
· Rituals – the things you always do that bind your customers together as a group.
· Pagans/non-believers – those who don’t know about your brand or actively oppose it.
· Sacred words – words or phrases particular to you brand that are important.
· The leader – someone to push the idea forward.
The creative part to me is how this links in with the human psychology of myths and legend. It is, essentially, a key to unlocking the human mind.
If you want to create a compelling brand or product, are all the above present? Missing one or two doesn’t mean you don’t have a phenomenon on your hands, but it gives you a yardstick to where there are areas to improve.
Most interesting is that the above can apply to any human endeavour. Think about your career. What do you stand for? Do people know this? What ways could you get your creation story across? It’s all ways to think about how you can improve your own brand at work.
Have a think about how you can apply this to your brands and products, but also to your leadership and career potential.
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