Tip:
Highlight text to annotate it
X
Wondering how to build your brand for your business? If you are searching for a history
of successful companies, large and small, then Primal Branding delivers an insider’s
perspective. Author Patrick Hanlon, an avid journalist, spent years penetrating the barriers
surrounding marketing secrets of thriving businesses.
I am a pre-published author seeking to establish myself in the thriller genre as a professional
with both a vision and a quality product. Primal Branding provided a series of steps
to guide me through this process. Here are the seven components to the Primal
Code, plus one sentence I learned about each. 1. Creation Story - each brand must tell the
story of their beginnings. It must answer the question, “Where do you come from?”
(Example: the “about” section of a company) 2. The Creed - this is the spine which supports
the whole brand. This should project the vision of what you want the company to become.
(Example: the tagline for a company) 3. The Icons - these are the images or sensory
products that are instantly identified with your brand. They should be recognizable
and distinct enough to leave an impression on the consumer. (Examples: logos, themes,
and products) 4. The Rituals - the interactions that your
consumer has with your company and products. The goal is to maximize the number of positive
occurrences your customer has with your company. (Example: online shopping or browsing)
5. The Pagans - these are the opponents to what defines your company. It’s as important
to identify your “unbelievers” as it is to define who you are. (Example: Pepsi
Cola versus Aquafina.) 6. The Sacred Words - the specialized jargon
that only the insiders know. Every belief system has its own informal dictionary to
distinguish itself from outsiders. (Example: Techie Talk)
7. The Leader - who or what the mascot is for the brand. This does not necessarily
need to be a physical person, but it could also be an ideology or trademark face. (Example:
Betty Crocker) 8.
I would rate this at 3 of 5 stars. I did find this book to be a bit more of a
history lesson than an instructional manual to brand yourself. Still, I would highly
recommend it to other authors and entrepreneurs eager to set themselves apart in the crowded
marketplace. In this brief book, you can learn the seven
key factors to a unique identity. Whether you are an entrepreneur or a high-profile
executive, arrange all seven to form a solid base to launch and grow your brand.
Readers: Do you have any suggestions for other valuable books about building your platform
or brand? Any topical blogs to suggest? Click here to leave your comment.