How to create brand pillars
You create brand pillars by defining your company’s values and the promises you make to customers. Next, decide how you’ll communicate this through a clear, consistent identity.
However, brands aren’t static mission statements. They are dynamic. Brands grow and change as the company gains experience. You’ll need to explore your marketplace position and test your understanding of customers to refine these pillars over time.
Identify brand values
The principles that guide a company are your brand values. They are built atop the five pillars you’ve already defined. These fundamental beliefs of the brand act like a compass. They align marketing and development decisions with the company’s core identity.
Brand values are often specific statements of how your brand will interact with the world now and in the future. These are meant to be internal guidelines. However, they can certainly influence your external perception.
Customer engagement is driven by a brand’s values. If your values are aligned with your customers, they will have a better perception of your company. That can make them more receptive to your marketing messages.
Determine brand identity
Brand identity is the visible part of your brand. It’s a collection of tools and elements used to build a consistent image across platforms. This can include logos, website design, and color schemes. Beyond that, identity covers voice, tone, and how your messaging is structured.
For example, will your brand’s social media communications be chatty and playful or factual and professional? What if you don’t define your brand identity?
Your company may have inconsistent messaging and presence across platforms. This can confuse customers or give them misconceptions about your business. Inconsistency also makes it harder to distinguish yourself from the competition.
Define brand promise
A brand promise is often an explicit statement of commitment to a cause or mission. For instance, brands often promise to offer low prices without sacrificing quality.
But the brand promise isn’t just a message on a website. It’s embodied by the real, living people working within the business.
Promises given to customers let them know what to expect with every interaction within the company. Businesses that keep their brand promises build audience trust. They also solidify their reputation in the marketplace.
Establish brand positioning
Start by identifying your target audience or ideal customer. What do they want? How do they perceive your brand? What triggered any misperceptions, and how will you manage these issues?
Next, see if your company stands out from its competitors with a unique value proposition. What are your company’s strengths, and what needs more development? How is the UVP serving you, and does it fit your marketplace niche?
If it limits instead of facilitates your business’s growth, you may need to change marketing strategies or rebrand.
Test brand pillars
So you’ve done research internally and among customers. You’ve filled out a brand pillar template and have a solid idea of what your company stands for. All of your knowledge is theoretical until you’ve had a chance to test it out in the real world.
How is your company performing, and how does the audience respond? Surveys, A/B testing, focus groups, and social media metrics give you the view from many angles. This information helps you refine your brand pillars and marketing strategy.
Benefits of brand pillars
These pillars can help you build brand awareness of your company by clearly stating your purpose, values, and personality.
But it's important to make transparent statements and use consistent messaging across platforms. This increases customers’ trust and loyalty.
Develop a clear understanding of your brand’s positioning, strengths, and areas for future growth. This will differentiate you from competing brands that haven't defined their own pillars.
Establish your brand pillars for long-term business success
The five brand messaging pillars define your brand's identity within your company. But they also explain your identity to your audience.
Perception of your brand is influenced by the personality of your brand’s voice and its core purpose. After clarifying these pillars, you can start brand building. Look at your values, visible identity, and market positioning. This sets your company up for greater reach and real longevity.
Growing your brand requires a mix of research, marketing outreach, and testing the results. Mailchimp can support your company at every step of this journey. Our suite of tools and analytics pinpoint where your audience engages with your brand. That helps you develop new marketing strategies whose ROI is backed up by real data.
Try Mailchimp today and set your business up for long-term success.