Primal Branding Series:

Defining Your Creed: Establishing Your Brand's Core Values


In the ever-evolving landscape of marketing and branding, establishing a strong brand identity is crucial for success. One essential component of this process is defining your brand’s creed – the core values and beliefs that guide your brand’s actions and resonate with your target audience. Inspired by Patrick Hanlon’s book “Primal Branding,” this blog explores the significance of defining your brand’s creed and the impact it has on building a strong foundation for your brand identity. Whether you are a brand manager or a small business owner, understanding the principles of defining your creed can help you cultivate trust, loyalty, and long-term brand success.


The Importance of Defining Your Creed:

Your brand’s creed acts as a compass, directing your brand’s behavior, decision-making, and overall direction. By clearly articulating your core values, you establish a framework that aligns your brand with the expectations and aspirations of your target audience. This alignment creates a strong foundation for building trust and loyalty, essential elements in developing long-lasting customer relationships. Defining your creed not only shapes your brand’s identity but also differentiates you from competitors, allowing you to carve out a unique space in the market.


Aligning Values for Trust and Loyalty:

To build trust and loyalty, it is vital to align your brand’s values with those of your target audience. This alignment creates a sense of connection, as customers are more likely to engage with brands that share their beliefs and values. By consistently demonstrating your core values through your actions, messaging, and overall brand experience, you cultivate authenticity and credibility, reinforcing the emotional bond with your audience. When customers perceive your brand as trustworthy and aligned with their values, they are more likely to choose your brand over competitors and become loyal advocates.


Steps to Define Your Creed:

  1. Identify your brand’s purpose: Determine why your brand exists beyond just selling products or services. What unique value or positive impact does your brand strive to make in the lives of its customers? Define your higher purpose that resonates with your target audience and sets your brand apart.


  1. Clarify your core values: Identify the fundamental beliefs and principles that guide your brand’s actions and decision-making. These core values should align with the expectations and aspirations of your target audience. Authenticity is key – ensure that your values reflect your brand’s true identity and are consistently demonstrated across all touchpoints.


  1. Communicate your creed effectively: Craft a clear and concise statement that encompasses your brand’s purpose and core values. This statement should serve as a guiding light for your brand’s behavior, messaging, and overall brand experience. Use it as a compass to align all aspects of your brand and communicate it consistently to your audience.


  1. Integrate your creed into your brand experience: Infuse your brand’s core values throughout every customer touchpoint, from your website and social media platforms to your customer service interactions. Align your marketing campaigns, content, and messaging with your creed to create a cohesive and authentic brand experience.



Defining your brand’s creed is a critical step in establishing a strong brand identity that resonates with your audience. By clarifying your brand’s purpose and core values, you create a foundation that builds trust, loyalty, and differentiation in the market. Remember, aligning your values with those of your target audience is essential for cultivating a lasting emotional connection. Take inspiration from “Primal Branding” and embrace the process of defining your creed to unlock the true potential of your brand. Establish your core values, build trust, and nurture loyal relationships with your customers to ensure long-term brand success.







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