The Difference Between Traditional Brand Strategy And Primal Branding

Patrick Hanlon
3 min readDec 5, 2022
Primal Branding is deployed by billion dollar enterprises including YouTube and people like you Illustrator: Martha Rich

The main difference between Primal Branding® and the general definition of brand strategy is the emphasis on psychology and emotional factors.

While traditional brand strategy focuses on creating a unique and differentiated brand image, positioning the brand in-market and developing a consistent brand message, Primal Branding takes a deeper dive into the psychological and emotional drivers of consumer behavior.

This approach recognizes that consumers are often motivated by deeper, more fundamental needs and desires, and that a successful brand should tap into those needs in order to create a strong, lasting connection with consumers.

The above paragraphs were written by artificial intelligence, created somewhere in the interwebs, in response to the question, So what is the main difference between primal branding and the general definition of brand strategy?

We do not disagree with their assessment of deeper dive. But we would counter that the outcome of using Primal Branding is to create a unique and differentiated brand image. By deconstructing a person, place or thing into the seven pieces of Primal Code® (creation story, creed, icons, rituals, lexicon — or sacred words, nonbelievers — or pagans, and leader) each piece of code becomes a point of differentiation.

The pieces of primal code not only stimulate the rational and emotional parts of your brain that helps you make sense. They automatically differentiate you, even in categories where dozens of competitors might exist (examples: the auto industry, blue jeans, beauty products, consumable liquids, NFTs, cities, movies or television programs, musicians and more).

Deconstructing into primal code helps drive communications across social, digital and traditional media

How? Exaggerating to make the point, if each piece of your primal code is only 1% different from competitors, your entity will be 7% different by the time you’re done. This is market advantage.

In a sea of sameness, my best friend wins.

The seven pieces of primal code also help drive communications across social, digital and traditional media.

Patrick Hanlon

Author of “Primal Branding,” “The Social Code,” writer on Forbes, FastCo, Inc., East Hampton Star. Founder