Your brand is a religion.
A great brand is like a religion—it gives people something to believe. When you create a solid emotional connection with your customers, they will be loyal to your brand no matter what. What your company stands for should be reflected in its brand. Your customers should know your values and feel they align with them.
The name given for such a way of thinking is Primal Branding. It consists of 7 essential elements that, once you have them, will turn your brand into something worth believing.
1. Share your history
Your history shapes the way you do business today and informs the decisions you make about your brand. Share the unique story of your brand with the world. This strategy will help people connect with you on a personal level.
Apple started with the dream of two young people building computers in their garage. A humble beginning conveys the idea of overcoming and awakens the feeling in the reader that "if they did it, I could do it too." Simple and impressive.
2. Have a creed
A belief system forms communities: once you clearly define your values, you will attract other people who share the same ideas as you.
Practically speaking: what is the first sentence that comes to mind when you think of Nike? Just do it. This slogan conveys authenticity, confidence, and a sense of victory; these are Nike's beliefs.
Determining what your brand beliefs are can be a challenging task. For starters, a good tip is to think of 3 feelings you want to arouse in people when they think about your business!
3. Communicate with Icons
Icons are no short than your visual language. When creating this language, you must consider our primitive brain and how we interpret shapes and visuals at first glance.
Here the details matter. For example, round corners versus sharp edges could denote a sense of safety or danger. Therefore you should apply these principles to reinforce the feeling you are trying to pass to your public.
4. Have rituals
Rituals are an essential part of building a meaningful brand. They help to create a sense of community and connection between customers and your business.
These rituals can be used in many ways, so get creative and see what works best for your business. But, remember: Consistency is key!
Some examples of rituals that businesses can use include:
-Monthly posts about a member of your staff;
-Weekly tips on your products;
-Customer service interactions;
-A happy birthday message;
5. Set your vocabulary
Your vocabulary is the language you use to communicate with your customers. Every community has its own "way of speaking", its slang, terms, and other characteristics that differentiate members of the group from ordinary people.
Apple decided to start all their products with an "I", IPad, iPhone, Itunes, etc.
Define your tone and start using it all across your communication. Then, your customers will start figuring out how you sound and connect (or not) to your brand.
6. Have pagans
If your brand has "haters", you're on the right track.
Opposition to your brand isn't necessarily evil. Every success story has villains and people against the protagonist; of course, your brand's story will be no different. Defining your niche and beliefs will make other groups dislike you.
One classic example is the fight between Android vs. iOS. This rivalry strengthens Apple's sales strategy instead of damaging its brand. It looks like haters can work in your favor.
7. Be a leader
Being a leader means setting the trends and being the innovator. It means being the first to adopt new technologies and processes and always striving to be the best.
Leadership also means being authentic and transparent. Customers and clients want to work with businesses that are honest and open. They want to know what you stand for and what your values are.
If you can be a leader in your industry, you will build a solid and meaningful brand that will resonate with your target audience.
How does it work in practice?
Researches show that customer experience matters as much as product quality. So use Primal Branding to leverage your customer experience, give them reasons to believe, give them all the 7 points you've just read, and consequently start seeing them believing and preaching about your brand with their friends and family.