For a lot of people, St. Patrick’s Day is just another commercial holiday, a way for businesses to capitalise on a trend. For others, it’s an excuse to drink gallons of Guinness.
Although there is some truth to both viewpoints, many people continue to ignore the deeper reality. In actuality, March 17th is more than just a day on which companies take advantage of a historical figure’s notoriety.
The reverse is true, my friends. In actuality, St. Patrick himself serves as the ultimate brand leader and leads the yearly marketing masterclass that is St. Patrick’s Day.
The brand is St. Patrick, who uses his unmatched marketing genius to deftly exploit businesses and the media each year.
Why?
Because St. Patrick is still the king of brand marketing, even after being mostly ignored for decades. Let’s examine the lessons that modern digital marketers may take from the greatest brand leader in history.
7 Reasons St. Patrick is the Ultimate Brand Leader
If you don’t know much about the history of St. Patrick, you may picture a mythological tale about leprechauns and the early production of Guinness.
The true story is significantly more interesting—and lot darker than a pint of stout, much to St. Patrick’s dismay—though the Irish may be willing to ignore such clichéd presumptions.
The Patron Saint of Ireland’s personal brand offers seven priceless marketing lessons.
1. He has a Great Brand Story
Early on, Patrick learnt the art of storytelling and recognised its power. He came to the realisation that in order to accomplish his long-term objectives, he would require a brand narrative that was both engaging and full of adventure, complete with kidnappings, pirates, and conflicts with malevolent snakes.
Patrick was barely 16 years old when it all began. His life was completely upended when marauders, pirates, or possibly Vikings kidnapped him from his hometown.
Whatever his kidnappers called themselves, it’s obvious that this was the start of a difficult and turbulent voyage for little Patrick. But in the process, he developed the fortitude and moral fibre that would eventually make him an inspiration to a great number of people.
2. He is a Model Professional
In the fifth century, vicious raiding groups frequently targeted Britain and Ireland. Known by a variety of names, including the “Picts,” these attackers had a straightforward plan: arrive on the coast, storm interior, and wreak havoc, burning, killing, and robbing as they like. Not that they ever waited for an invitation, but they’re definitely not the type of people you’d invite over for tea.
During one of these ruthless attacks, Patrick was captured and transported as a slave to Ireland. Taking care of sheep in the Antrim hills was his new job. He spent his days there protecting the herd from bears, foxes, and even untamed dogs.
Although that wasn’t the future he had imagined, Patrick wasn’t one to mope over his situation. With ferocious animals and ruthless raiders all around him, he was aware that laziness may quickly result in a terrible outcome.
So he really got to work. In order to become what history would remember as the most famous (and unusual) shepherd of all time, Patrick adopted a professional approach to his tough new life, learning the Irish language and assimilating into the community.
3. He is Versatile
Brand leaders that embrace creativity, adjust quickly to change, and don’t hesitate to try new things are the most effective.
Patrick made a daring escape six years after being captured, encouraged by a vision in which an angel showed him the ferry timetable to Dublin for the next week. He left with nothing more than blind trust (and maybe a little more of whatever he’d had the night the angel showed up) and no Google Maps or Siri to verify the information.
The trip was exhausting. Patrick was taken again, this time in France, after almost starving on the journey back to Britain. Although Patrick was gifted in many ways, it’s reasonable to say that stealth wasn’t one of them.
However, he was able to get out again and eventually made it back to Ireland. Patrick adapted, persisted, and eventually accomplished his goal in spite of several kidnappings, extreme cold, starvation, and some quite bizarre visions.
4. He is a Born (-again) Leader
It should come as no surprise that a successful brand leader needs to have some leadership skills. That should be easy enough for even the most drunken soul to predict. We would learn how capable Patrick was as a leader when he soon realized he had a calling from the Church after rejoining his friends and family.
In response to his calling, he began converting people to Christianity; according to some accounts, he baptized more than 100,000 individuals. The Guinness Book of Records has not yet verified this claim.
Regardless of the numbers, his success was largely due to his exceptional ability to connect with everyone. Among other things, Patrick fostered a strong sense of community and unity via his perseverance and creativity.
As a result of his objective, the eye-rolling notion that “everyone is Irish on St. Patrick’s Day” is perpetuated in today’s celebrations.
5. Patrick has Passion and Perseverance (and Possibly Post-Traumatic Stress)
Someone who is fervently committed to their mission is the perfect brand leader. Brand leaders may increase the impact of their brand marketing by inspiring individuals who share their values and demonstrating an uncompromising dedication to their mission.
Not everyone agreed with Patrick’s attempts to persuade the Irish people of the fifth century to change their ways. He was viewed by many as an idiot who talked to sheep too often while alone.
He considers these difficulties in The Confession of St. Patrick:
“Many people were attempting to stop this mission. “Why is this man putting himself in danger among enemies who don’t know God?” they asked one another. Just because they didn’t like it, not with malice.
Only someone who is genuinely committed to their goal would persevere in the face of such resistance. Or perhaps he was simply a little insane.
6. He is a Genuine Good Guy
Influencers are used by many brands nowadays to provide social proof and gain credibility with a larger audience. After all, it’s unlikely that customers will ever purchase your goods if they don’t think you actually trust it.
Patrick encountered strong hostility during his journey, even from people he had assisted. His character was called into doubt in the end, with charges that he was motivated solely by greed, despite the criticism coming from all sides.
There were rumors that Patrick had a secret gold mine that he had accumulated through clever business practices in snake removal and church construction. He would be followed through the streets with empty money bags by strangers who pretended to be devoted fans, waiting for their opportunity.
Patrick denied repeatedly that he knew where the rainbow ended, but this problem plagued him for years, particularly during Ireland’s seemingly never-ending wet season.
The accusations about St. Patrick’s greed were not entirely dispelled until two of his letters were found. Only then did people start to see Patrick for what he truly was: a saint.
7. He was Getting Thousands of Likes Before Social Media was Cool
Today, companies seek brand ambassadors with large online followings, but the true value lies in their level of influence, not just the number of followers.
St. Patrick wielded remarkable influence back in the 5th century. In fact, he achieved it all on his own—no need for influencers posing with shamrocks for selfies.
Despite numerous challenges, he successfully converted thousands of people from paganism, relying primarily on a powerful word-of-mouth marketing strategy.
Even today, his iconic symbols—such as the shamrock, his staff, and the vibrant emerald green—immediately evoke thoughts of St. Patrick. His brand recognition has been deeply embedded in the public consciousness for nearly 1500 years. While he hasn’t introduced anything new in centuries, his engagement levels remain as strong as ever.
St. Patrick Embodies the Perfect Brand
Pure desire was the foundation of Patrick’s motivations. He adjusted to each challenge while staying loyal to his values, even in the face of setbacks and detractors who attempted to undermine him.
He was a fantastic leader and a man of the people who could inspire others to believe because of his sincere attitude and professional approach. For every individual who views St. Patrick as a crazy, gold-hoarding sheep herder, there are countless more who see him for the famous person he was.
As Patrick intended, St. Patrick’s Day is more than just a holiday; it represents solidarity and unites people in a sense of community. His brand is easily identifiable because to the shamrock serving as his insignia.
Connecting with real people was his remarkable aim, yet he was an average man. No one has ever performed the function of a brand leader more effectively, yet it hasn’t really changed since then.
Who needs Irish luck when you have a man like Patrick running your company?
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