Its not-brand-its-community

IT’S NOT “BRAND”,
IT’S COMMUNITY.
Primal Branding® is a registed trademark.
®

Branding has evolved. And, so has our understanding of what it
means to be a brand. For brand stakeholders today, the focus must
be on “community.”
Primal Branding® is a registed trademark.IT’S NOT BRAND, IT’S COMMUNITY. ©2015-2017
®

Why? These days, product differentiation (quality and quantity)
have been assured thanks to the magic of global logistics. So, the
idea of “brand” has flipped from a product-supported-by-a-corporate-
power (here comes the flip) to a quality of belief and meaning that
attracts individuals who share those same values and ideals.
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It is now essential for everyone trying to attract mass appeal to
move their enterprise from being meaningless to becoming an
essential, relevant and meaningful part of our world. Many unicorns
have died ignoring this simple truth.
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As many now know, communities organize themselves around a
common belief system. A belief that humans are created equal. A
belief in life after death. A belief in good schools. A belief in
aspirations. Think different. Just do it. Imagine.
®

This is the core of fandom and advocacy: The community of fans,
advocates, zealots and public who believe in and belong to your cult
of passions. In fact, some may become so committed to your
success that they create it themselves.
®

Hashtags, Pins, likes and attendance are the rites of belonging.
When those rites are embedded with other engagements—including
purchase—your fans become more connected to your strategic
narrative—all of which makes your community more relevant,
resonant, noteworthy and powerful.
®

The role of “brand management” is not to belabor innovation and
design thinking, but to become more adept at delighting your brand
community. Sure, sometimes it might be an innovative new product,
but more often it will be just figuring out how you best can welcome
them into your brand community. Remind them how important they
are to you. And keep them happy, happier, happiest.
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Too many companies make the mistake of turning their consuming
public into data points indicating growth, share, and margins gained.
When, in fact, every single sale is precious. Each slide of the debit
card is a signal of belonging to your community.
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If sales are down, it’s a sign that people don’t identify with you.
People might be confused about who you are, or you simply might be
meaningless to them. Bottom line, they don’t feel they belong. Why
not? Find out. Quickly.
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Identify what’s sticky about your brand community—what makes
them stay? Above all, don’t let them become unglued. (When he
became CEO of J.C.Penney, one of Ron Johnson’s first
announcements was that he was abolishing sales. Unfortunately,
J.C.Penney’s Thursday sale was J.C.Penney’s biggest shopping day
and a main reason why people were shopping at J.C.Penney. When
those sale shoppers were cast out, there was no “brand” literally or
figuratively.)
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Next, figure out what’s keeping people away. In classic marketing
terms, what are the barriers to entry? If you can figure out how to
remove those barriers, (for example, no one’s writing any reviews)
you’ll be better off.
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The role of “brand management” today is to offer information,
experiences, and interactions. But it’s really about people. Stay
tuned in. Whether it’s 200 people or 200 million, they are your brand
community.
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Your product is not your brand. Your logo is not your brand. Your
website is not your brand. Your store is not your brand. These only
exist to serve each person in your community.
Your community is your brand.
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If you liked this, you might like the books “Primal Branding” (which has
been required reading at YouTube) and “The Social Code”.
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The writer is currently featured as ‘brand expert’ in the 10-part documentary series “The Kennedy Files. Acknowledged as one of
the top brand transformation practitioners in the world, Patrick Hanlon’s book Primal Branding: Create Zealots for Your Brand, Your Company And
Your Future is mandatory reading at YouTube Next Labs, the largest social engagement platform on the planet. In addition to working with
Fortune 100 clients, he has been a guest speaker at IDEO, New York University, Urban Land Institute, HP Brand Innovation Series, TEDx and
more. His latest book The Social Code is a build on Primal Branding and takes us deep into the digital age where communities are created online.
Hanlon is also a writer for Forbes, Fast Company, Inc., and has appeared CNBC, FOX, as well as popular podcasts and radio.
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Our construct has been ratified and is actively
endorsed by the largest social engagement
community on the planet as their recommended
method for creating Brand narrative and growing
your community online.
http://www.youtube.com/watch?v=vEj2iqsQLqw
PRIMAL BRANDING®
PRIMAL BRANDING®
@hanlonpatrick
®

Its not-brand-its-community

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