In business, one of your main goals is to establish a compelling brand. A strong brand can attract your target audience, differentiate your company from competitors, and ultimately increase revenue. However, building a brand is no easy task. One crucial step in developing a brand is crafting brand pillars. These are the core values or principles that define your brand and guide all of your marketing efforts. But how do you write these brand pillars effectively? In this simple guide, we are going to quickly walk through how to build a solid foundation for your brand through creative writing.

Define Your Brand

Your brand pillars should be an extension of your brand identity. Therefore, it’s important to first understand what your brand stands for. A good starting point is identifying your brand personality, voice, tone, and audience.  Ask yourself questions like, “What makes our brand unique?”, “What are our values and beliefs?”, or “How do we want to be perceived by customers?”. By clearly understanding your brand, you can begin to define what your brand pillars should look like.

Make Them Unique

Your brand pillars should differentiate your brand from others in your industry. Avoid using generic terms like “quality” or “innovation” that can be used by any business. Instead, choose words or phrases that are unique to your brand and resonate with your target audience. Your brand pillars should be memorable, clear, and concise. For example, if you are a skincare brand, one of your brand pillars could be “Radiant skin, naturally.” This phrase encapsulates your brand identity and values in a succinct way.

Get Creative

Brand pillars don’t have to be boring or straightforward. Add a touch of creativity in your writing to make them more engaging. You could use metaphors, alliteration, or humor. For instance, if you own an eco-friendly apparel brand, one of your brand pillars could be “Wear your conscience,” which not only communicates your brand message but is also playful and memorable.

Make Your Brand Pillars Actionable

Brand pillars should be a guiding light for all your marketing efforts. Therefore, they should be actionable and measurable. Each brand pillar should be accompanied by specific actions or behaviors that your company should strive for. For example, if one of your brand pillars is “Integrity & Transparency,” your company should be transparent in your pricing or reduce your carbon footprint. By making your brand pillars actionable, you can ensure your company lives by these values.

Review and Refine

Once you have written your brand pillars, it’s important to review them and ensure that they align with your brand identity and values. Share them with your team members and get their feedback. Do they understand what your brand represents? Do they agree with the brand pillars? You may also need to refine or tweak them to communicate your message better. Remember that your brand pillars are a living document and should evolve as your brand grows and changes.

Conclusion:

Crafting brand pillars is an important and exciting step in building your brand. By following these tips, you can write brand pillars that are unique, creative, actionable, and most importantly, reflective of your brand identity. Remember, your brand pillars are the foundation upon which all of your marketing efforts are built. So, take the time to get them right, and watch your brand stand out from the crowd. Let’s build some pillars!