Posted on November 6, 2017
Dictionary definition of ‘Pillars: a tall vertical structure of stone, wood, or metal, used as a support for a building, or as an ornament or monument’.
Brand Pillars are very similar to this, they define your business and its ethos. They form the basis of your brand identity, informing not only the look of the company and therefore your marketing assets, but also your tone of voice AND how you communicate, and interact with your customers. With financial branding it is essential to create strong brand pillars for your company.
In this blog we give you a brief overview on how to establish the pillars for your brand.
Start with your purpose
Firstly, before you begin creating assets for your brand like colours and logos. You need to take a couple of steps back to ensure that what is developed will be a true representation of your company’s values and aspirations. We suggest you start by asking yourself and key stakeholders, ‘What is our purpose? What would we like to achieve in the next 5 years? For us to achieve this what do we need to become?’
Defining your brand pillars
We consider brand pillars to be the core personality traits of a brand.
Just like us, a brand should be seen as a living and growing entity. And for that reason, a brand is composed of values that shape who it is. In order to define your brand pillars, you need to identify the company’s values.
To do this we recommend that you get together and write descriptive words about your company’s values down onto post-it notes (for this to be a success you will need to remain open minded and reflect upon what you think the company is).
Tip: We run these workshops with clients frequently and we encourage creativity through the use of our adjectives booklet. This booklet will help everyone engage in the process.
Consequently, you will start to notice that a lot of these keywords have common themes and are in fact connected. Making the next step easy.
Start pulling these words into groups that share a common theme. Keep whittling away at the list until you have 4-5 lists in total. Once grouped, think of a word that collectively portrays the terms in that group. As a result you will have identified your pillars.
In my next blog, I will be discussing how to transform these pillars into brand characteristics that inform the visual design process.