What are brand pillars?

Most of us can list off a number of brand names off the top of our head, whether they’re world-famous companies or the local coffee chain in your city. Brands are everywhere, within every industry. A brand represents the emotional and logical associations that you make with a certain company, product or service. The interesting thing about branding is that it reflects internal and personal interpretations, which may differ between people and cultures.

We should mention here that branding doesn’t only mean visual things like a logo or company colours. Those things are part of branding, but there’s more that goes into it. Creating brand pillars is one way to design a brand for your small business that customers will react to positively.

What are brand pillars?

Brand pillars are the most important values and characteristics of your small business that you want to communicate to your audience. Your small business can have as many brand pillars as you like, but you should focus on the ones most important to your business’ image and values – for example, “Affordability” may be more important to your business than “Community Involvement.” But don’t worry – deciding not to include “Community Involvement” doesn’t mean you don’t care about the community your small business operates in! It just means that it’s less critical to your image than other brand pillars.

When planning your small business’ marketing strategy, identify your brand pillars very early in the process, and empower all your employees to use them to guide their customer interactions. You don’t have to expressly outline your brand pillars word-for-word in your marketing, but let them shine through in every part of your business. If one of your brand pillars is “Relaxed,” for example, you might choose minimalist packaging, or use casual and conversational language in all your communication.

Relying on your brand pillars will help you build consistency in your brand without having to scramble or reinvent the wheel every time. Take the time to narrow down the most important characteristics that’ll set your small business apart in the mind of your customer.

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