The Five Brand Pillars: Examples and How to Build one?

What are Brand Pillars?

Brand pillars are the core values that guide and inform a brand’s identity. They provide a foundation for all of the brand’s communications and help to ensure that everything the brand does is consistent with its overall mission and message.

There are typically three to five brand pillars, which are often written down as part of the brand strategy. Once they are established, the brand pillars should be used as a litmus test for all of the brand’s communications to ensure that everything is aligned with the brand’s core values.

Brand pillars can be helpful for both small businesses and large corporations. For small businesses, having a set of brand pillars can provide guidance and direction when developing the brand identity. For larger businesses, brand pillars can help to keep the brand consistent across all of its communications.

Brand Pillars guide what the brand should and shouldn’t do and serve as the foundation upon which all brand messaging and promotion are built.

The brand pillars should be aligned with the brand’s overall marketing strategy, as they will help to shape the brand’s personality and image. It’s important to note that brand pillars are not static – they should evolve as the brand grows and changes over time.

There are many different ways to approach developing brand pillars. Some companies choose to focus on a few core values, while others may opt for a more comprehensive approach that encompasses a wider range of brand attributes.

Description

Brand pillars are the core values and attributes that make up your brand. They provide a framework for your brand identity and help you communicate what your brand stands for to your audience.

Your brand pillars should be reflective of your brand personality and help to create a strong brand image. They should also be aligned with your brand promise, the key benefit that you offer to your customers.

Developing strong brand pillars helps in brand promotion and can lead to brand loyalty among your customer base. It is also important to consider how your brand pillars compare to those of your competitors when developing your brand strategy.

If you don’t have brand pillars in place yet, now is the time to start thinking about what core values and attributes you want your brand to communicate. Work with your team to brainstorm ideas and come up with a few potential brand pillars that you can test out with your audience.

Why Are Brand Pillars Necessary?

Establishing brand pillars is an important part of developing a strong and successful brand. By clearly articulating the values that guide the brand, businesses can ensure that everything they do is aligned with their overall mission and message.

Some of the reasons why brand pillars are important include

1. Establish the brand identity

Brand pillars help businesses to establish their brand identity by providing a clear and concise articulation of the brand’s core values. This can be helpful in both small businesses and large corporations.

2. Guide all of the brand’s communications

Once brand pillars are established, they should be used as a guide for all of the brand’s communications. This includes everything from advertising to customer service.

3. Keep the brand consistent across different channels

Brand pillars help businesses to keep their brand consistent across all communications channels. This is especially important for larger businesses with multiple channels.

4. Foster a sense of community among employees and customers

By articulating the brand’s core values, businesses can foster a sense of community among employees and customers. This can help to build loyalty and create advocates for the brand.

5. Help businesses make decisions that are aligned with their brand values

Brand pillars can help businesses to make decisions that are aligned with their overall brand strategy. This can help ensure that the brand remains consistent and true to its core values.

The Five Brand Pillars

1. Purpose

The purpose brand pillar is all about why the brand exists. This goes beyond simply making money—it’s about the brand’s raison d’être. It will tell you- What is the brand’s mission? What does it aim to achieve?

A few questions, you need to ask to find a brand’s purpose can be

• What change does the brand want to see in the world?
• What does the brand stand for?
• What are the brand’s values?
• What is the brand’s unique selling proposition (USP)?

2. Perception

The brand perception pillar is all about how the brand is perceived by its customers and target audience. It will tell you- What do people think of the brand? How well does the brand perform against its competition? What are people’s brand associations?

A few questions, you need to ask to find a brand’s perception can be

• What is the public’s opinion of your company?
• Do you want to be seen this way?
• What are the origins of customer misperceptions?
• Is your brand positioning being communicated effectively?
• What does your brand do to solve problems or meet challenges?
• How does your company measure up to the competition in the eyes of your customers?

3. Positioning

The positioning brand pillar is all about where the brand sits about its competitors. It will tell you- How does the brand position itself in the market? What is the brand’s target audience? What are the brand’s key messages?

A few questions, you need to ask to find a brand’s positioning can be

• Who is your ideal customer?
• What are they looking for in your category?
• Is your target audience the right one for your brand and future goals, or do you need to adjust who you’re trying to reach?
• Is your current messaging appealing to your target market? Does it need to be updated?
• At a glance, how are you better than the others?
• In five years, where do you see yourself? And in ten years?

4. Promotion

The promotion brand pillar is all about how the brand communicates with its customers and target audience. It will tell you- What channels does the brand use to reach its customers? What tone does the brand use in its communications? What are the brand’s key messages?

A few questions, you need to ask to find a brand’s promotion can be

• How do you want people to think of your brand?
• What feeling do you want them to have?
• How well is your current marketing campaign working?
• How much does the public know about your brand?
• How is your brand being promoted currently?
• How do you communicate with others?
• How do customers discover your business?
• How do we increase your brand’s visibility and reach more potential customers?
• Before you consider getting brand ambassadors, be sure to ask yourself if they are the right choice for your company.

5. Personality

The brand personality pillar is all about the brand’s voice and how it communicates with its customers and target audience. It will tell you- What is the brand’s tone of voice? How does the brand communicate with its customers? What are the brand’s key messages?

A few questions, you need to ask to find a brand’s personality can be

• What are the brand’s core values?
• What is the brand’s tone of voice?
• If your brand were a person, how would you describe that person? No-nonsense, humorous, playful, academic, etc.?
• How could you describe your company culture?
• How can you make your brand more visible on social media and other platforms?
• How would you describe your competitors’ personalities?
• How can you differentiate yourself from the competition?
• Is your personality true to who you are and where you want to be?

There you have it! These are the five brand pillars that you need to create a strong and cohesive brand identity. Keep these in mind as you work on developing your brand, and you’ll be well on your way to success.

Here is a video by Marketing91 on Brand Name.

Brand Values vs. Brand Pillars

Brand pillars are the foundation of your brand- they are the core values and messaging that you want to communicate to your customers.

Brand values, on the other hand, are the guiding principles that inform your brand’s decision-making- they help you determine what is and isn’t in line with your brand.

For example, if one of your brand values is “quality over quantity,” that would inform your decision to use higher-quality materials in your products, even if it means raising prices.

Similarly, if you value “customer experience” above all else, you might decide to offer free shipping or longer return periods than your competitors.

Ultimately, brand values help you make decisions that will align with your brand identity- they are the guidelines that ensure your brand stays on track.

Brand Pillars vs. Attributes

Brand pillars are the foundation of your brand- they are the core values and messaging that you want to communicate to your customers.

Attributes, on the other hand, are the physical or emotional characteristics of your brand- they are what makes your brand unique.

For example, some of Nike’s attributes might be “innovative,” “inspirational,” and “aspirational.”

Ultimately, brand pillars help you communicate what your brand is all about, while attributes help you show what makes your brand unique.

How to Determine Your Brand Pillars?

The first step to create brand pillars is to sit down and brainstorm what you want your brand to be known for. What are the core values that you want to communicate to your customers? What are the messages that you want to get across?

Once you have a good understanding of your brand’s identity, you can start to narrow down your list of potential brand pillars.

From there, it’s important to do your research and make sure that your brand pillars are in line with your target audience and the overall market. Once you have a solid list of brand pillars, it’s time to start communicating them to your customers!

A few steps you need to follow here are

• Researching the topic inside and out: The first step is to really understand what brand pillars are and how they can help your brand. This means doing your research and reading up on the topic. There are a ton of great resources out there, so make sure to take advantage of them!
• Facilitating workshops: Once you have a good understanding of brand pillars, it’s time to start communicating them to your team. This can be done through workshops or other training sessions. Make sure to get everyone on board with your brand’s new direction!
• Updating your brand identity: Once you’ve determined your brand pillars, it’s time to update your brand identity to reflect them. This includes things like your logo, website, and social media presence. Your goal is to make sure that your brand is consistent across all touchpoints.
• Promoting your brand: The final step is to start promoting your brand to the world! This includes things like creating a marketing plan, writing blog posts, and getting involved in social media. Make sure to get the word out there about your brand and what it stands for.

Brand Pillar Examples

1. Nike

When it comes to the world of athletics, there is perhaps no brand that is more well-known than Nike. The Nike brand is built on the pillars of “innovation,” “inspiration,” and “aspiration.” These pillars have helped to make Nike one of the most successful brands in the world.

2. Amazon

Another great example of brand pillars in action is Amazon. The online retailer has built its brand on the pillars of “customer obsession,” “learn and be curious,” and “think big.” These pillars have helped to make Amazon one of the most successful companies in the world.

3. Google

Google is another brand that has used brand pillars to great effect. The company’s brand pillars are “focus on the user,” “simplicity,” and “do more with less.” These pillars have helped to make Google one of the most successful companies in the world.

As you can see, brand pillars are a powerful tool that can help your brand to succeed. If you’re looking to take your brand to the next level, consider implementing brand pillars into your strategy.

Conclusion!

From what we’ve discussed, it’s clear that brand pillars are an important part of any brand strategy. They provide a foundation upon which the brand can be built, and act as a guiding force in all decision-making.

By clearly defining your own brand pillars, you can ensure that all of your brand’s activities are aligned with your overall goals.

What are your thoughts on brand pillars? Do you think they’re essential to brand success? Let us know in the comments below!

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