Primal Branding: A Guide for C-Suite Leaders

Brands work because there is an alignment between the core message and the soul of the audience. Primal branding works because it is rooted in strategy. These roots or pillars are the bedrock of formulating a successful and meaningful brand identity

What is Primal Branding?

Primal Branding, introduced by Marketing and Advertising legend Patrick Hanlon, is a blueprint that applies universal elements of belief systems to branding, whether for companies, products, or individuals.

It is nontraditional and uncovers the building blocks that attract people and gather them together. As human beings, we are hard-wired to cluster in groups and build communities with common language, purpose, affinities, and desires. For thousands of years, these human clusters have risen seemingly spontaneously and without reason. But we have discovered the pattern behind community building that has existed for tens of thousands of years. It is systematic, definitive, predictive, and triggers the essence of what it means to be human. It is Primal.”

For executive personal branding, Primal Branding goes beyond creating a polished LinkedIn profile or an impressive résumé.

Simply, primal branding is about building a narrative that connects emotionally and meaningfully with your target audience. It identifies seven key “primal” elements that together create a powerful brand. These components tap into fundamental human instincts and social behaviors, making the brand easier to trust, follow, and believe in. For C-suite leaders, mastering these elements can create a personal brand that fosters loyalty and thought leadership.

The Seven Elements of Primal Branding for Executives

Let’s break down how each element of Primal Branding can be applied to help C-suite leaders craft a compelling personal brand:

1.

Make your story personal and relatable, not just a list of accolades. Authenticity is key.

2.

Clearly state your principles in your communications.

The creed is your personal “why.” As an executive, your creed represents the core values and beliefs that drive your decision-making. The ethos informs how you lead, how you view your industry, and what you stand for.

For example, your creed could emphasize innovation, sustainability, or transparency. These are values that resonate in both business and leadership.

Clearly state your principles in your communication; whether in keynote speeches, board meetings, or even in social media posts. Consistent messaging around these beliefs will reinforce your executive brand.

3.

Develop a personal style or identifiable characteristic that reflects your leadership personality.

Icons are symbols, logos, or visuals that represent your brand. In personal branding, they could be your signature style or look, a memorable leadership habit, a distinct communication tone, or a unique way of presenting information. For example, Steve Jobs’ iconic black turtleneck became synonymous with his personal brand. These visual or behavioral icons create immediate brand recall, making you easily recognizable.

4.

Implement and share rituals that reinforce your leadership philosophy and make it easy for others to engage with you.

Rituals are repeated actions that become associated with your leadership style.

For example, regular town hall meetings, weekly blog posts, or a particular way of interacting with your team can all become rituals that define your leadership.

Rituals demonstrate consistency and reliability. They create opportunities for others to engage with your brand in a predictable, meaningful way. Rituals can also be small, such as an “open-door policy” for employees or a regular mentorship initiative.

5.

Address criticisms transparently, showing that you stand by your values and decisions.

Pagans represent those who oppose or challenge your values or approach. Understanding and acknowledging opposition can help you clarify your stance and further define your leadership brand.

This might involve navigating competitive or disruptive market forces, differing leadership styles, or public criticism. How you respond to these “pagans” plays a key role in strengthening your brand, as it showcases your resilience and authenticity in the face of challenge.

6.

Develop a lexicon that reflects your personal and leadership style, and make these words part of your everyday language.

Sacred words are the vocabulary that defines your brand. These are the phrases and terms that others will associate with you and your leadership. They could include key phrases around company culture, industry jargon, or even unique terminology you’ve coined.

7.

Position yourself as a visionary leader by sharing thought-provoking insights, innovations, and future trends within your industry.

The leader component of Primal Branding requires not just competence, but also charisma and a compelling vision. Your presence should inspire confidence and loyalty, not just within your organization, but across your industry and beyond.

The Impact of Primal Branding on Executive Leadership

Primal Branding creates an effective framework for executives to stand out as authentic, relatable leaders. It transforms personal branding from a passive, resume-style exercise into a proactive, dynamic strategy that engages audiences and builds lasting relationships.

For C-suite leaders, adopting Primal Branding principles can result in several key benefits:

As a C-suite leader, embracing Primal Branding could be the catalyst your brand needs to grow. Identify your creation story, articulate your creed, and develop rituals that resonate with your audience. By using this proven framework, you can enhance your personal brand and stand out as a visionary leader in your industry.

Are you ready to craft your Primal Brand and transform how the world sees you? Schedule a session with us today!