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Since the dawn of time, business owners have tried every method possible to market their company and generate leads and sales. Those practices only elevated with the introduction of the internet. Now, more business owners than ever before are looking to the net for some help in getting their company, their brand and their values out there. But how can you do that effectively? That’s easy – with brand pillars. In this article, we’ll be explaining the definition of brand pillars, why they’re important and what the five brand pillars are. So let’s get into it:


What are brand pillars?

Brand pillars can be defined as values or characteristics that a company has that helps them to look more desirable and approachable. They enable you to effectively communicate your message to the public by way of making your values, strengths and other aspects of your business known to the relevant people. In order for your brand pillars to be as effective as possible, you first need to know your audience. 

You should then target and tailor those brand pillars to them, making it more likely that they’ll make a connection with you. The deeper the connection, the more likely it is that people will make a purchase or take up a service that you’re offering. But why are brand pillars something that you should be taking seriously, as a business? Let’s look a little deeper.


Why are brand pillars important?

Brand pillars are exceptionally important when it comes to marketing your business. Not only are they advantageous with regards to marketing. Lead generation and sales, but they’re also beneficial when it comes to reputation and trustworthiness. They raise awareness for your business, they let people know what your goals are, what you stand for and much more. 

They’re an integral part of the running of any company, no matter the industry you work in. But brand pillars can be split up into five different categories: purpose, perception, identity, values and brand experience. Together, they aid the public in connecting with your brand, therefore making it more likely than ever before that they’ll make a purchase or undertake the services you have to offer. In addition to helping you to be as successful as you can be, it also helps your customers, your stakeholders and your investors, if you have any.

What are the 5 brand pillars?

Now that you know and understand what the brand pillars are and how they benefit your business, it’s now time to discuss what the five brand pillars are and how they work together to hold up a successful and popular company that experiences continued longevity. So what are the five brand pillars and how are they going to be advantageous to the smooth-running of your business? Let’s take a closer look:


1. Purpose

Otherwise known as the mission or the foundation of your company, in order to understand the purpose, you need to ask yourself: why did you start the company and what are you hoping to achieve as a result? Put a strategic spin on your answers and reflections. You should also look at the purpose brand pillar as the culture of your company


2. Perception

This is what it says on the tin. It’s all about how your customers perceive you, your company and your brand. If you’re a startup business, then write down some characteristics that you would like your customers to associate you with, such as your level of hospitality or trustworthiness. It will give you something to aspire to and work towards


3. Identity

This is less about perception and more about how your brand actually operates. It includes your values (which we’ll touch on again in a moment), what you stand for, what your goals are and what you do. Make sure that your company’s personality is reflected in your identity brand pillar. This gives your customers a more accurate perception of your business as a whole. Can you see now how all of these pillars are working together to uphold your success and reputation? But what, there’s more!


4. Values

How does your company communicate its position to your customers and audience? Think about what’s important to you, as a business or as a brand. Are you hoping to make a difference? If so, how, exactly? It could be something as simple as valuing integrity and ownership. Think about how your values will impact your reputation and go from there.


5. Brand experience

This is the pillar that is going to help you promote and sell your products and/or services. People tend to buy things from companies they like or that they know offer products of excellent quality and aesthetics. If you’re selling physical goods rather than services, think about how those items look and feel in comparison to your competitors. 

However, if you’re selling a service, then offer the best possible experience. Make sure customer service is second-to-none. Value the user experience over everything else because, at the end of the day, it’s them who are going to ensure the success of your business.


Kumo is pleased to offer a wealth of effective digital marketing services, including SEO, PPC, content writing and website design. We can always be trusted to propel your business into the spotlight, setting you apart from your competitors. For further information, get in touch with a member of our friendly, professional team today – we’re always pleased to hear from you.


Author Biography


As an experienced Copywriter, Lorna enjoys creating varied content for an abundance of different industries and sectors. From detailed, informative articles to creative infographics, she's always looking to inject originality into the work she produces. When she isn't working, Lorna runs her own lifestyle blog, plays the guitar and loves to take part in charity runs.