Book Review: Primal Branding by Patrick Hanlon

Jul 16 (edited) • Book Reviews

Primal Branding breaks down why some brands stick in people’s minds and others fade away. Hanlon argues that every strong brand (big or small) relies on a set of seven elements that create a sense of belonging and trust. These aren’t just for tech giants or global chains. They work for the bakery, the plumber, and the local sign shop.

Main Arguments and Structure:

Hanlon introduces seven key elements that make up “primal” brands. The book explains each one, shows how they work together, and gives real-world examples. The focus is on building a brand that people notice, remember, and talk about.

The seven elements are:

Creation Story
Creed
Icons
Rituals
Sacred Words
Nonbelievers
Leader

Hanlon explains that brands with these elements become more than just businesses. They become part of a community’s story.

Key Lessons for Small Town Organizations:

Creation StoryEvery brand needs an origin story. Not just “we opened in 1997,” but why the business started, what problem it set out to solve, and what makes it different.Small town tip: Share the real reason the business opened its doors. People remember stories more than slogans.
CreedThis is the brand’s core belief. A short, clear statement that explains what the business stands for.Small town tip: Make it honest and simple. A creed that matches how the business acts builds trust.
IconsThe visuals people associate with a business. Logos, colors, uniforms, even the look of the storefront.Small town tip: Consistency matters. The same sign, the same colors, the same “feel” on every flyer and post.
RitualsThe repeated actions that become part of how people experience the business.Small town tip: Think of the way customers are greeted, the annual sale, or the free coffee on Fridays. Rituals make a business feel familiar.
Sacred WordsSpecial words, phrases, or lingo that belong to the business or its customers.Small town tip: Use language that fits the community. Over time, these words become part of the brand’s identity.
NonbelieversNot everyone is a fan. Nonbelievers help sharpen what the business is—and what it isn’t.Small town tip: Don’t try to please everyone. A strong brand stands for something, even if it means some people walk away.
LeaderEvery brand needs a face, a voice, or a guiding hand.Small town tip: People trust people. When the owner is visible, involved, and consistent, the brand feels real.

Small Town Application:

Primal Branding’s lessons are built for small towns. A business that shares its story, acts on its beliefs, and becomes part of local rituals is the one that sticks around.

Most local businesses already have some of these elements. The difference comes from using them on purpose. Telling the story, showing the face, repeating the message, and building habits customers remember.

Bottom Line:

Primal Branding isn’t about spending more on ads or getting clever with slogans. It’s about building a business that people feel connected to, talk about, and choose again and again.

A strong brand is built on purpose, not by accident.

Discussion Prompt:

Which of the seven elements does your business already have?

What’s one you could add or strengthen to make your brand stand out in town?

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