What Are Brand Pillars? (Plus How To Create Them for a Company)

By Indeed Editorial Team

Published November 2, 2021

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

To manage their reputations and attract potential customers, brands often create a clear message to explain their goals to potential customers. Learning the components of brand messaging can help you create content that influences consumers to purchase goods or services from a company. Understanding how to create each element of a brand can also aid you in defining a business' core values effectively. In this article, we define brand pillars, discuss their importance, list the types of pillars and explain how to create them for a company.

What are brand pillars?

Brand pillars are categories that define a brand and showcase its set of important values. There are five types of brand pillars, including purpose, identity, perception, positioning and promotion. These pillars work together to create an overall brand image that can assist a company in establishing a positive reputation.

Developing brand pillars can also help a company clearly explain its goals to its audience, which may attract potential customers and encourage current customers to continue interacting with the brand. For example, if a company posts frequently about its goals on social media, its audience may engage with it by liking posts, leaving comments or tagging the company.

5 types of brand pillars

Here's a list of the five types of brand pillars:

1. Purpose

The purpose pillar refers to the origin and mission of a brand. To develop a company's purpose pillar, consider sharing the history of why the company founders started the brand and how the company's mission may have changed over time. You can also include details about how the company has grown and what its long-term goals are. Based on public reactions to the company's stated purpose, it may help you determine the types of customers the brand attracts.

Related: How To Write a Business Purpose Statement (With Examples)

2. Perception

The perception pillar refers to how employees and consumers view a brand. It typically includes the way that a brand communicates both internally and externally, especially with its audience. After you establish a purpose pillar, consumers may understand the brand more deeply and develop a perception of it.

The perception pillar also covers how people on your team feel about the company culture and work environment. A positive work environment may help a company attract effective employees who are dedicated to the company. This can promote job satisfaction, which may improve consumers' perception of the brand.

Read more: What Is Brand Perception? (With Tips)

3. Identity

The identity pillar refers to a brand's identifiers, which include anything important to a business or its customers, like high-quality products or on-time delivery. A brand identity may also include the company's values, which can influence potential customers to purchase products or services. Knowing how the audience feels about the company can help you decide how to represent a brand effectively.

To develop a company's identity pillar, consider using use surveys to collect customer feedback. This can help you improve the company's brand marketing strategy and adjust the identifiers the company is promoting. Additionally, you can create or update the company logo to form a visual identity for the brand.

Read more: What Is Brand Identity and How To Build Your Brand

4. Positioning

The positioning pillar refers to who the brand's target audience is and how the brand approaches them. Creating a brand position can help you target the right demographic for a company, which may improve sales. Once you determine the target audience for the brand and what they're interested in, consider incorporating these interests into your marketing strategy. For example, if a company sells athletic shoes that appeal to indoor soccer players, you can adjust your marketing material to showcase how a customer might use the product to play indoor soccer.

Read more: How To Create a Successful Brand Positioning Strategy

5. Promotion

The promotion pillar refers to how a brand uses advertising and marketing to create awareness and attract potential customers. This pillar often includes the people the company associates its brand with, such as specific brand ambassadors. For effective brand promotion, consider partnering with brand ambassadors who have effective communication skills and whose values align with the brand. Brand promotion is a long-term advertising tactic that focuses on encouraging customer loyalty.

How do you create brand pillars?

You can create effective brand pillars for a company by following the four steps below:

1. Design audience personas

An audience persona, or buyer persona, refers to the ideal customer for a company. To design an audience persona, you can collect data regarding the interests, goals, habits and demographics of potential customers. Then you can use this information to create a targeted marketing strategy, which may help you attract potential customers effectively. This persona is what makes up the target audience of the brand.

Related: 4 Persona Examples and How To Create Them

2. Analyze feedback

To collect and analyze feedback, you can monitor the behavior of the company's audience and record their responses to different marketing campaigns. For example, if a company posts about its new product on several social media platforms, then it can determine which platform most efficiently reached potential customers by reviewing social media engagement metrics such as reactions or responses. This feedback can help you adjust future marketing campaigns to engage the audience more effectively.

3. Refine the company's values

When a company refines its values, it may be able to attract new customers or motivate current customers to make additional purchases. To update a company's values, consider collecting feedback on what types of products customers are most interested in buying. For example, if a brand sells purses in a variety of colors but red is the bestseller, it may consider adjusting its marketing campaign to showcase red purses. Alternatively, if a business sells printed T-shirts but its customers are interested in purchasing plain T-shirts, it may adjust its target audience to match the products it's selling.

4. Create a team that reflects the brand's values

Aligning a team with the brand's values is important. Employees who understand the brand can market its products or services more effectively, which may improve sales. To create a team that reflects the brand's values, hiring managers may ask brand value-related questions during interviews and select candidates whose values are right for the brand.

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