Brent Niemuth, President / CCO
Ancient man relied heavily on others in order to survive. We banded together for protection, to find food, for entertainment. It’s our primal instinct to think, feel and act based on the broader needs and beliefs of an extended community.
This same instinct lives in us today. We learn from each other. We rely on others for the tangible (best place to get a cup of coffee, best running shoe) and intangible things (support, guidance, love) in our lives. And by doing so, we end up defining who we are. By being part of something else, we better know and understand ourselves.
Looking at brands on this primal level is a big step toward creating brand communities and ardent evangelists. Your brand should not just be looking at consumers as individuals, but as groups of people with things in common – communities, tribes.
In the 70’s (pre-internet by the way), British sociologist Lord Anthony Giddens explored the relationship between self and society in a breakthrough piece, New Rules of Sociological Method. In it, he challenged the prevailing emphasis on the individual by exploring the important role of society in shaping who and what we are. At the time, this macro versus micro perspective was breakthrough new thinking. Later works, notably Modernity and Self-Identity, discussed how ongoing access and dialogue with external information influences and becomes our own personal “story”.
More recently, Seth Godin gave this thinking a contemporary spin in his bestselling book, Tribes. A prime focus of Godin’s writing is the ability of brands and marketers to interact and influence tribes and the role they have in a community or general public.
Good brands and smart marketers understand this and seek to tap in to this thinking and the primal instinct inherent in it. They do so, not for the hope of some form of social advocacy, but because it is seminal to the identity of the people we seek to do business with. It can be a critical part of creating relevant, long lasting relationships.
Now that we know primal branding is important and the time to do it is now – what exactly do we do? Here are some helpful tips on taking your brand primal:
- Tribal identities don’t negate the need to strike an emotional cord. Quite the contrary. In fact, making a connection based on real personal beliefs while also tapping a belief of the tribe is the perfect combination.
- Understand the values and beliefs of the tribe you wish to connect with. This one is rather obvious, but a bit tricky to understand or find out. Research is a great aid here. Research that helps determine how consumers feel about their broader “world” and their role or relationship to it. The key being to go beyond interests, likes or dislikes and understand the ways in which customers identify with the world around them.
- Start with your own brand’s set of beliefs. Understand and embrace the “why” behind your brand. Your purpose for being that goes well beyond the “what” and “how” of what you do.
- Forcing your way is no way to work with tribes. In fact, this method is fodder for tribal if not social backlash. Talking “to” a tribe is seen as disingenuous and self-serving. Getting invited into the community and facilitating interaction among members is the best course.
- Ask yourself; do your brand’s values and beliefs align with those of the community or tribe you want to appeal to? If so, you can create a bond that will last a very long time.
So it turns out, our hairy ancestors may have been on to something. Get your caveman on. Get out there and go primal.
Tags: branding, Brent Niemuth, primal branding