The second asset that Patrick Hanlon describes in creating a Primal Brand is a creed.
What is it you believe in? What are you about?
The focus of Primal Branding, after all, it to get people to believe in you. How can they believe in you if you don’t believe in anything yourself.
Hanlon lists some effective creeds:
- All men are created equal [and women!]
- Save the whales
- It’s the real thing
A creed is the thought that lies behind a mission statement, though your creed may not be a long, formal, or stuffy as most mission statements are. It may tie in with your tagline or motto. Whatever it you call it, it’s how you and your audience know what you are about. It ties in with Guy Kawasaki’s call to “make mantra” in The Art of the Start.
At the Interfaith Council for Peace and Justice, I think there are two elements to our creed, and hashing them out is something we need to work on.
One part of our creed is that we believe that we make peace by bringing people from different faiths and backgrounds together around our shared concern for justice. We are stronger together, and ICPJ brings us together.
The other part of our creed is that we believe that peacemaking is a spiritual act, so we offer “social change with spirit.”
When I speak, I do speak about our origin story, which ties in to our creed of being stronger together. It does help people know where we came from and what we’re about.
What do you believe in? How do you communicate that to your audience?
(For more of my thoughts on primal branding, visit the table of contexts post)