Page 8 - Brand Awareness ~ Defining Your Brand Voice

BRAND ENTHUSIASTS BACK BELIEFS, NOT PRODUCTS

or effective word-of-mouth marketing,
Fbrands need to consider the “primal
branding” model.

For some people, a brand is a logo
and a website. For others, it describes
an image: what kind of people wear Nikes,
drive Teslas or watch “Julia.”

Marketers may imagine that their brand
is an idea under their control. But in reality,
it’s a community of people who share
the same beliefs. When approached this way,
that community can springboard into shared
purpose, awareness, advocacy and growth.

I developed a framework to help marketers
curate their own story called “Primal
Branding,” which looks at brands as belief
systems. Once you create a belief system,
you attract others who share your beliefs,
which creates communities.

A few years back, I gave a TEDx talk where
I explain how it works:

In short, products that don’t spread their
narrative across social and digital media
leave it to consumers to create their own
storyline. That storyline will probably be merely
functional (“great tasting,” “low price,” “longer

lasting”) and not embedded with the emotional
touchpoints that create true advocacy.
A Forrester study surveyed B2B
WHY PRIMAL BRANDING
MATTERS TODAY marketers and found that

Word-of-mouth marketing has always
been considered the most important form
of advertising, but that’s especially true today. 83%

In the past, marketers could not measure
or overhear what customers were saying
about their products around water coolers say brand purpose is important
or at Monday morning meetings — much to their new buyers.

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