Creating your brand pillars

Brand pillars are the most important attributes and principles that you want communicated through your brand — essentially who you are and what you stand for.

Examples of brand pillars

For example, a consulting company may base their brand on pillars like Quality, Experts, and Partners.

This company would make every effort to ensure that every visual element of the company — from colours, names, taglines, and all marketing productions — reflects these pillars. Since quality is one of the main brand pillars, this business must be careful to use the highest quality graphics, advertising, and media sources in order to communicate this pillar through their brand.

Consider what you would like to communicate to customers — are you professional or fun? Modern or traditional? Colourful or conservative? Be sure to provide consistency throughout all of your marketing activities in order to develop a clear, consistent and recognizable brand.