Through the lens of Primal Branding. Brand identity is more than just a logo—it’s a living, breathing ecosystem of elements that define your business and build deep emotional connections with your audience. Following Patrick Hanlon’s Primal Branding framework, a strong brand identity isn’t just about visual aesthetics. It’s about creating belief through seven key components: […]
Through the lens of Primal Branding.
Brand identity is more than just a logo—it’s a living, breathing ecosystem of elements that define your business and build deep emotional connections with your audience. Following Patrick Hanlon’s Primal Branding framework, a strong brand identity isn’t just about visual aesthetics. It’s about creating belief through seven key components: creation story, creed, icons, rituals, pagans (non-believers), sacred words, and the leader. Together, these elements form the DNA of your brand, shaping how people perceive and connect with your business.
Here’s a deeper look at brand identity and why it’s so much more than a single graphic.
Cover of Primal Branding by Patrick Hanlon
Brand identity, according to Primal Branding, is built around a belief system—a shared set of ideas and values that your audience connects with on an emotional level. A logo might catch someone’s attention, but it’s the story and meaning behind it that make your brand unforgettable.
For example, Nike’s iconic swoosh isn’t powerful on its own. It’s the brand’s creed—“Just Do It”—and the creation story of resilience and innovation in sportswear that have made it a cultural icon.
Let’s explore how the elements of Primal Branding shape a cohesive brand identity:
Every brand begins with a story. Your creation story explains why your business exists and what inspired its journey. It’s the foundation of your identity, giving people a reason to believe in you. For instance, Apple’s origin story of innovation in a garage is central to its identity as a disruptor in technology.
Ask yourself: What’s your origin story? What challenges did you overcome to get here?
Your creed is your brand’s mission, vision, or philosophy. It’s the promise you make to your customers and the reason they choose you over competitors. For Patagonia, their creed—environmental stewardship—is woven into every aspect of their brand, from sustainable products to activism.
Think about: What do you stand for? What promise do you make to your audience?
Icons are the visual and symbolic elements of your brand, including your logo, color palette, and design system. These elements serve as visual shorthand for your brand, but they must connect to the deeper meaning behind your identity. Starbucks’ mermaid logo, for instance, represents an inviting, global coffee culture.
While a logo is an important icon, your identity also includes symbols like packaging, uniforms, or even the design of your physical space.
Rituals are the repeated actions and experiences that bring your brand to life. These can be customer-facing (like a signature unboxing experience) or internal (like the way your team celebrates wins).
Think of Coca-Cola’s ritual of opening a bottle, with its signature sound and shape—it’s an emotional connection that triggers feelings of joy and refreshment.
Ask yourself: How can you turn interactions with your brand into meaningful rituals?
Your brand identity is also defined by who you are not. Identifying your non-believers sets boundaries and strengthens your core audience’s loyalty. Tesla, for example, draws a clear line against fossil fuel vehicles and has built its identity around clean energy and innovation.
Who are your brand’s pagans? What do you reject?
Every strong brand has a unique vocabulary that reinforces its identity. These words can be taglines, internal mottos, or product names. Sacred words like Google’s “search,” Nike’s “swoosh,” or Starbucks’ “grande” evoke a specific world unique to the brand.
What words are central to your brand language? How do they support your message?
A charismatic leader can embody your brand identity and bring it to life. Whether it’s Steve Jobs for Apple or Oprah Winfrey for her media empire, leaders give a human face to the brand’s values and beliefs.
Who is the face of your brand, and how do they align with your mission?
Your logo might catch someone’s eye, but your brand identity is what keeps them coming back. Here’s why it’s essential to think bigger:
Building a cohesive brand identity starts with defining your belief system. At Brandch, we help businesses uncover their primal story and translate it into powerful visuals, messages, and experiences.
By focusing on more than just aesthetics, we create brands that people believe in, advocate for, and stay loyal to.
Remember: A logo might introduce your brand, but your identity is what creates lasting relationships. Let your brand tell a story worth believing in.
