Branding can be a bit confusing, right? I mean, we’ve got all these terms floating around us like brand strategy, brand guidelines, brand bible, and the list goes on. Sometimes, it feels like a maze for marketers. But, every one of these terms plays a significant role in the success of your business.
Your brand is like a puzzle and all the terms we have listed above are its pieces. When they are put together, they complete your brand.
In this blog series on branding, we’re going to talk about one of these puzzle pieces which is what are brand pillars. We’ll also explore the different types, dig into the five essential branding pillars, and even throw in some real-world examples.
Also, if you’re still unclear about the role of branding in business then we suggest go and give a read to our useful blog on ‘What Does Branding Mean in Business?’ before you start reading this one.
Shall we start now?
What are Brand Pillars?
You know, when you’re building a house, you start with the foundation, right? It’s like the bedrock that holds up the entire place. Well, in the branding world, they are called brand pillars. They are what everything else leans on, just like a house leans on its pillars.
Brand pillars give your company a clear identity and help you connect with your audience on a deeper level. Whether it’s trust, innovation, customer-centricity, or any other aspect, brand pillars are the promises you make to your customers, and they’re what sets you apart in a crowded market.
The Different Types of Brand Pillars
As you already know brand pillars are like the secret sauce that makes your brand’s communication, products, content, and customer service all come together. Each of these pillars plays a significant role in the success of your business.
- Brand messaging pillars are the backbone of what you say to the world.
- Your product pillars tell you about how users experience what you offer.
- The brand content pillars work as the roadmap for the stories you tell to your customers.
- Last but not least, customer service pillars set the bar for how you treat your customers.
Each of these brand pillars plays a significant role in expressing your brand’s identity and values. When you bring all your brand pillars in place, it helps you not only in selling your offerings but also in building a genuine connection with your customers.
The Five Brand Pillars
You can shape your brand identity with the 5 P’s of a brand. These brand pillars are
- Purpose,
- Personality,
- Positioning,
- Perception,
- Promotion.
Brand Purpose
Let’s kick things off with the very first of our 5 core brand pillars: purpose. The purpose is all about the “why” behind your business. It’s about digging deep and asking yourself why your brand even exists. What drives you day in and day out?
Your purpose is the answer to what you’re aiming to accomplish. It’s crucial that this brand pillar is carefully considered, and it should align with your personal brand goals. It should resonate with you because when it does, your business will naturally flow better. In essence, your purpose forms the heart and soul of your business, and it needs to be in sync with your brand vision.
Brand Personality
Your brand’s personality is like its signature style. When we talk about brand personality, we mean how your brand talks, the vibe it gives off, and how people perceive it. But remember, brand identity is about more than just the way you communicate with the world because it’s a core part of who you are as a brand.
The thing is, your brand’s personality should be so distinctive that people can pick out your brand’s colors, voice, and content style, even without seeing your name.
Building connections with customers is all about sparking emotions. It’s not just about what you sell; it’s about how you make people feel. So, presenting your brand personality the right way is key to ensuring your brand’s story hits the right note.
Brand Positioning
Brand positioning is a crucial cornerstone of your brand’s foundation. It is like how you plant your brand firmly in your niche and your zone of expertise.
Think of it as your unique spot in a crowded room. Brand positioning is your way of saying, “Hey, we’re not like the others.” You want to shine in a way that makes people choose you every time. This strategic move is a vital element in building your brand. It’s all part of the grand plan for developing your brand.
Brand Perception
Brand perception is closely intertwined with both your positioning and identity pillars. The perception pillar is like a baton that is held by the public, also known as your target audience. It’s how they interpret and see you. So, you’ve got to keep a sharp eye on it.
Next, jot down the personality traits and qualities you want people to link with your brand. Now, if you’re already in the brand-building game and you want to know how you’re being perceived, the best way is to communicate and ask your audience.
Ask them how they view your brand. Then, take a look at it and see if you need to tweak your brand strategy. Your mission is to help shape that perception. But how? Always tie it back to your vision and purpose.
Also, make sure your company’s different departments, like customer service, HR, and marketing, know the ins and outs of your brand. They’re your frontline ambassadors, after all.
Change happens, that’s a given, but sometimes your customers become the storytellers when they talk about you. That’s why it’s key to adapt when needed, plan ahead, and have a solid grasp of your marketing strategy.
Brand Promotion
Experience plays a pivotal role in how you present your products and services to the world. When it comes to promotions, there are two main avenues: sales promotion and brand promotion.
Sales promotion is about the present moment. It’s the world of discounts, giveaways, and those short-term strategies aimed at making a quick sale.
On the flip side, we have a brand promotion, which takes a long view. It’s all about creating a strategy to nurture brand loyalty, with the ultimate goal of building a devoted community of customers who consistently choose your products and services.
People tend to stick with products and services they genuinely enjoy. So, how do you make sure they choose you? Create a positive, memorable experience that sets you apart from the competition.
How Do You Create Brand Pillars?
When it comes to creating your brand pillars, there are several approaches and helpful frameworks you can use. According to branding expert David M. Corbin,
“Companies need to visualize how they want their customers and prospects to think and feel, and [what they want customers to] know about them.”
There’s another method that you can use to create your brand pillars. It was suggested by Lindsay Pedersen in her book “Forging an Ironclad Brand: A Leader’s Guide”. It comprises of the following 8 steps:
- To build your brand pillar, first and foremost define your target customers and understand your competitive landscape.
- Next, conduct extensive research and extract valuable insights about your targeted customers.
- Then analyze the extracted data and use it to shape your brand by identifying what sets you apart.
- Identify what unique offerings your brand can provide to your audience and showcase them
- Then, define your brand’s character and express your business’s qualities
- Apply your brand strategy according to where your customers are on their journey with your brand.
- Once you have applied your brand strategy, develop a brand message that effectively communicates your brand to your audience.
- Lastly, focus on determining how you can consistently deliver your brand across every interaction and experience with your customers.
Inspiring Brand Pillars Examples
Brand pillars are like the heart and soul of a brand. They are the values and principles that define what a brand is all about and how it wants to make a difference.
While a lot of brands share common pillars like quality and customer satisfaction, some brands have these really cool, unique pillars that make them stand out. Check out these interesting real-world brand pillar examples:
REI (Recreational Equipment, Inc.): Nature Lovers Unite
REI really loves the great outdoors, and that’s a big part of who they are as a brand. Do you when the whole world puts on Black Friday sales, they close their shops?
Because instead of pushing people to shop, they encourage customers to go outside and enjoy nature. They do not merely focus on selling outdoor products. They also think about protecting the environment for the kids of tomorrow.
Warby Parker: Give Back with Style
The popular campaign ‘Give Back with Style’ isn’t just a one-off campaign of Warby Parker. It is a living example of their brand pillar. Their commitment to providing eyeglasses to those in need with each purchase aligns perfectly with their core values, emphasizing both affordable, stylish eyewear and social responsibility.
Airbnb: Be a Local Anywhere
Do you know what the idea behind the branding of Airbnb is? To make you feel at home no matter where you are. This innovative concept of them is connected to their brand pillars. They emphasize the idea of providing all travelers with authentic experiences.
Read our latest guide on branding tips for small businesses aimed at helping business like you.
In a Nutshell
We believe brand pillars are the guiding principles and foundation that define what a brand stands for. They shape every action you take. These pillars help you in making your brand unique. Moreover, these brand pillars are also about quality, sustainability, being super creative, or even giving back to the community.
This is why we believe every brand should have strong and meaningful pillars. As professional branding services providers, we can help you in creating pillars of your brand. Let us know if you need any assistance and we’ll guide you for sure.
Table of Contents