Are you struggling to build a successful brand? It’s not an easy task, that’s for sure. But fear not, because there’s one thing that every successful brand has in common: strong brand pillars. Building a successful brand is no easy feat. It requires a solid strategy, a deep understanding of your audience, a clear understanding of your brand pillars, and brand positioning.
What are brand pillars?
Brand pillars are the core values, beliefs, and attributes that define a brand. They are a set of guiding principles that help to shape the brand identity and provide clarity for both internal and external communication. Brand pillars serve as the foundation for a brand and ensure that everyone involved in branding efforts, from employees to customers, understands what the brand stands for and what it promises to deliver.
Why are brand pillars important?
One of the main reasons why brand pillars are important is that they help build clearer communication. With a well-defined set of brand pillars, companies can create consistent messaging and visuals across all marketing channels. This helps to build brand recognition and credibility, which ultimately leads to increased brand loyalty and sales. When everyone involved in branding efforts understands the brand pillars, they can speak confidently about the brand and its value proposition.
The 5 brand pillars:
The five brand pillars are Purpose, Perception, Personality, Position, and Promotion.
Let’s take a closer look at the 5 brand pillars and how they help businesses in their branding efforts, as well as examine a few examples of companies that use brand pillars to support their brand identity.
1. Purpose:
The Purpose brand pillar is all about defining the “why” behind the brand. It answers questions such as, “What is the brand’s mission?“ “What problems does the brand solve?” and “What is the brand’s overall goal?” The purpose is important because it sets the tone for the entire brand identity. It gives the brand a sense of direction and helps it stand out from competitors.
2. Perception:
Perception refers to how customers view the brand. This brand pillar focuses on the emotions, attitudes, and beliefs that people associate with the brand. Perception is important because it helps companies understand how they are perceived in the market and adjust their branding efforts accordingly.
3. Personality:
Personality refers to the human characteristics that a brand embodies. This brand pillar focuses on the tone of voice, visual style, and overall archetypes of the brand. Personality is important because it helps to create a connection between the brand and its audience. When people can relate to a brand’s personality, they are more likely to engage with it.
4. Position:
Position refers to the brand’s position in the market. This brand pillar focuses on the competitive advantage that the brand has over other brands in the same market. The position is important because it helps companies identify their unique selling proposition and communicate it to their target audience.
5. Promotion:
Promotion refers to the marketing and advertising efforts that a brand uses to communicate its message to its target audience. This brand pillar focuses on the channels, tactics, and messaging that a brand uses to promote itself. Promotion is important because it helps to increase brand awareness and drive sales.
Examples:
Now, let’s take a look at a few examples of companies that use brand pillars to support their brand identity.
1. Nike
Nike is a company that has a clear set of brand pillars that are evident in its branding efforts.
Purpose: “To bring inspiration and innovation to every athlete in the world.” This sets the tone for the entire brand identity, which is centered around the idea of inspiring and empowering athletes.
Perception: “To be the world’s leading sports brand.” This is evident in Nike’s advertising efforts, which feature some of the world’s top athletes.
Personality: “Bold, innovative, and inspiring.” This is evident in the brand’s visual style, which features bold typography and bright colors.
Positioning: strategically positioned itself in the mind of the sportswear market.
Promotion: based on storytelling and emotional connection with its audience.
2. Apple
Apple is a company that has a strong set of brand pillars that have helped it establish itself as one of the world’s most innovative and successful companies.
Purpose: “To create innovative products that empower people to do amazing things.” This sets the tone for the entire brand identity, which is centered around the idea of empowering its users with innovative technology.
Perception: “To be the world’s leading technology company.” This is evident in Apple’s advertising efforts, which position the company as the leader in the tech industry.
Personality: “sleek, modern, and user-friendly.” This is evident in the brand’s visual style, which features clean lines and minimalist design.
Positioning: strategically positioned itself as a premium brand that offers high-quality, innovative technology products.
Promotion: based on showcasing the products and their features, as well as creating an emotional connection with its audience through storytelling.
3. Coca Cola
Coca-Cola is a brand that has become synonymous with refreshment and happiness. Its set of brand pillars have helped it become one of the world’s most recognized and successful brands.
Purpose: “To refresh the world in mind, body, and spirit, and inspire moments of optimism.” This sets the tone for the entire brand identity, which is centered around the idea of bringing people together and creating moments of joy.
Perception: “To be the world’s leading beverage brand.” This is evident in Coca-Cola’s advertising efforts, which position the company as the leader in the beverage industry.
Personality: “Fun, vibrant, and friendly.” This is evident in the brand’s visual style, which features bright red and white colors, and a playful font.
Positioning: strategically positioned itself as a brand that brings people together and creates moments of happiness and enjoyment.
Promotion: based on creating emotional connections with its audience through storytelling and highlighting the brand’s heritage and history.
Conclusion
In conclusion, brand pillars are crucial to building a strong brand identity and establishing a deep connection with your audience. The five brand pillars – purpose, perception, personality, position, and promotion are the foundation of your brand and should be consistent across all communication channels. By prioritizing your brand pillars, you can build a brand that resonates with your audience and establishes long-term customer loyalty.
If you’re a business owner, I encourage you to take action today and prioritize your brand pillars. Don’t let your brand messaging and communication be confusing and inconsistent. Let CR8 Consultancy help you define your brand pillars and align them with your business goals. Contact us today to learn how we can help you build a strong and successful brand.
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