Brand Pillars And Why They Are Important




Now more than ever, people aren’t interested in what you do, they want to know WHY you do what you do. The infamous Ted Talk “What’s your Why,” by Simon Sinek explores the importance of defining the why behind your brand.


Oversaturation is prevalent in almost every sector— which is why now, more than ever, standing for things is vital for the customer experience.


So, why is it that brands tend to fall short when communicating what their brand values are? I think it is because of the unclarity around what Brand Pillars are and how to use them.


What are Brand Pillars?


Brand pillars are the values and characteristics that make up your brand. Your brand should be about how you communicate your message to the world. Brand pillars help you do that by defining the fundamental points that set your company apart from your competitors.


There are 5 categories to consider when developing your brand pillars:


  1. Purpose: What is your reason for being?

  2. Identity: Who are you, as a brand?

  3. Perception: How would you like your brand to be perceived by your audience?

  4. Values: What is important to you, as a company? How do you want to make a difference in the work?

  5. Brand Experience: In what ways will you create a positive customer experience?


How to bring your brand pillars to life


Your brand pillars should drive every decision you make in your business. From creating new products to posting on social media. What makes a strong brand is a synthesized message, and your brand pillars should inform your communication.


Whenever you are developing copy or deciding on visuals, you should run through your brand pillars and make sure whatever is being produced is in line with what you decided are your pillars.


Pillars shouldn’t change too often and should be agreed upon by all key stakeholders.


Brand Pillar Examples

Check out these iconic brands and how they infuse their pillars into everything they do.


  1. Hilton Brand Pillars: https://www.hilton.com/en/corporate/

  2. Virgin: https://www.virgin.com/about-virgin/our-story

  3. Zenefits: https://www.zenefits.com/about/

  4. Everlane: https://www.everlane.com/about

  5. Kashi: https://www.kashi.com/en_US/our-story.html

What are your brand pillars?


Remember, be thoughtful in developing them. They are a great way to defiant and differentiate you from your competitors. Your product or service is just part of the story. Bring your brand to life by having a voice and a point of view that offers value to your customers. This is the best way to build authentic relationships and community with those who will be your biggest fans.


Take a listen!👇🏻



RESOURCES:

How to Create a Brand Style Guide

Marketing Cohort Waitlist


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Victoria is a Marketing Mentor to early-stage founders. She has built compelling brands around the globe and has worked as a marketing director across several verticals. She is passionate about helping women think BIGGER about their businesses and giving them the tools to grow. She'd love to connect on LinkedIn or email her at hello@ugliboss.com.


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