In this day and age, content is king. Brands have more cultural and social capital than ever before. With the rise of influencer marketing and the proliferation of social media platforms, branding has become an ever more important aspect of business. Consumers are less interested in what companies have to say about their products and services, and more about what other people are saying about them.
Today there is a deeper understanding of what it means to be a brand. Brands are no longer simply a function of push-marketing and sales of commercial products, with the communication flow moving one-way and the messaging purely instructional. Brands now serve a unique function of building identity and community amongst its users and consumers. Crafting an authentic and compelling story is fundamental to this process.
“Telling stories is not easy. The difficulty lies not in telling the story, but in convincing everyone else to believe it. How does one convince millions of people to believe particular stories about gods, or nations, or limited liability companies?”
Yuval Harari, Sapiens: A Brief History of Mankind
One approach to building strong personal brands is Primal Branding. A robust methodology created by Patrick Hanlon – founder of Primalbranding.co and thought-leader within the branding space – primal branding is all about building communities and belief systems.